What is good marketing? Good marketing connects what people need or value with what a company has to offer. It has a customer focus and…
Social norms theory proposes that people’s behavior is influenced by their perceptions of how others in their peer group think and act. When people overestimate…
I am pleased to share a recent Harvard Business Review article “Are Your Company’s Purpose Initiatives Working?” which I co-authored with my colleagues Chris Blocker…
We have found that the amount of attention marketing instructors want to give to ethical issues varies widely. Everyone recognizes its importance, but instructor how…
For many years we have wondered whether personalized advertising (retargeting) was cool or creepy (perhaps a bit of both?). Essentials of Marketing (Chapter 19) includes…
Are you searching for some fun new examples to use in class? Innovation and new products are an important outcome of good marketing. The Time…
In our textbook, we stay away from references and images of alcohol. We know that some instructors prefer not to expose their students to any…
Artificial intelligence (AI) is on the precipice of radically enhancing customer service and business operations. Zack Kass, in a recent article on MarketWatch, describes the…
Starting with Steve Jobs, Apple has always been masterful at telling stories to position its brands. In recent years Apple has sought to position its…