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Most industries report a decline in the effectiveness of advertising as a means to tell customers about their product. As we note in chapter 16,…
Snap Kitchen is trying to find that sweet spot many consumers want — tasty, convenient and healthy food at a fair price. There is a good…
It was hard to miss the story of Mylan’s pricing of the EpiPen as it played across the business news cycle for a couple of weeks in…
As you know from chapter 9, identifying and developing new-product ideas — and effective strategies to go with them — can be key to a…
Marketing practices — and laws that govern those practices — are always changing. Chapter 8 discusses food product labels. Recently the Food and Drug Administration…
IKEA is one of the most successful and interesting companies of our day. IKEA is a case study we use to open our chapter on cross-functional…
The driverless car is a reality. This video might be fun to drop into a lecture on the external market environment — to stimulate a…
This article, “How Japanese Marketing Secrets Sparked The American Ramen Revolution” (Fast Company, February 23, 2015) describes how ramen has become the latest hot cuisine. And…