Purpose-Driven Marketing: When it Works and When it Backfires
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…
#M4BW
#M4BW | Advertising | Chapter 03 | Chapter 04 | Chapter 05 | Chapter 09 | Chapter 13 | Chapter 15 | Chapter 16 | Ethics | External market environment | New-product development | Promotion | Social media | Social responsibility
Non-Alcoholic Beverages Are Hot!
In my class and my textbook, I largely refrain from using examples from the marketing of alcoholic beverages. I do not want to appear to…
#M4BW | Advertising | Artificial Intelligence | B2B | Chapter 01 | Chapter 02 | Chapter 03 | Chapter 04 | Chapter 05 | Chapter 06 | Chapter 07 | Chapter 08 | Chapter 09 | Chapter 10 | Chapter 12 | Chapter 13 | Chapter 14 | Chapter 15 | Chapter 16 | Chapter 17 | Chapter 18 | Chapter 19 | Consumer behavior | New-product development | Positioning | Price | Product | Promotion | Publicity | Social media | Social responsibility | Sustainability
Time’s Best Inventions of 2023…
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…
#M4BW | Chapter 01 | Chapter 03 | Chapter 05 | Consumer behavior | Ethics
Deinfluencers – New on Me
Before seeing this CNN article, “Forget the influencers. Here come the ‘deinfluencers’” (June 11, 2023), I was unfamiliar with “deinfluencers.” Apparently this is a growing…
#M4BW | Chapter 01 | Chapter 08 | Chapter 12 | Chapter 13
Purpose-Oriented Campaigns See Pushback
We open our textbook with the Nike-Colin Kaepernick case study. The case study shows how Nike’s support of Kaepernick (in spite the quarterback’s controversial position…
#M4BW | Chapter 01 | Chapter 19 | Consumer behavior | Video
Webinar: Purpose Orientation and Marketing Strategy
Back in March, 2023, I made a presentation on some research I have been doing with two of my colleagues at Colorado State University. The…
#M4BW A special kind of mission statement–the purpose statement
The new 18th edition of Essentials of Marketing has added content related to the emergence of a purpose orientation. A growing number of firms are…
#M4BW | Chapter 01 | Chapter 03 | Chapter 08 | Chapter 16 | Chapter 19 | Video
Video Case Study: Public Health Promotion “Lil Sugar”
Part of my YouTube PowerPoint collection. This type of video we call a “Case Study” because it includes some details about a promotion. Lil Sugar…
#M4BW | Chapter 01 | Chapter 03 | Chapter 04 | Chapter 19 | Social responsibility | Video
Video: #M4BW Dove Does it Again
Toxic Influence: A Dove Film – Dove Self-Esteem Project https://youtu.be/sF3iRZtkyAQ (3:48). Good tie-ins with Chapters 1 (#M4BW), 3 (mission statement), 4 (positioning) and C19 (#M4BW)….