In my Principles of Marketing class I ask my students a simple True/False question: “Good marketing means giving customers the products and services they ask…
Bloomberg’s short article/interview entitled “A Folding Bike Helmet That Looks Good and Still Shields Your Brain” shows inventors can still find room to innovate, even…
Smartphones revolutionized the world and it wasn’t long after the first smartphone was released that everyone wanted one of their own. For years, smartphone manufacturers…
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…