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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,…
Marketing managers have to acknowledge, most consumers are looking for ways to avoid advertising. While there is more advertising these days, there are many more…
While UK women participate in sports to a lesser degree than men, research shows that more women want to be active. So why aren’t they? This…
Many of the most creative campaigns are for consumer brands — so I really enjoy seeing a B2B brand do something creative. Caterpillar (the high…
We don’t usually think about insurance and reinsurance markets — but risk management is an important behind the scenes, B2B business. Seeking to increase brand…
This article on the Hubspot blog, “7 Boring Big Brands that Used Humor to Amp Up Their Marketing” (December 30, 2014) provides some great examples. From…