Sarah, a 20-year-old NYU student, was asked how much personal information she hands to her chatbot. “I think about it for a little bit and…
Dakota Albritton had not played baseball in two years when his mother signed him up for a tryout with a team he had never heard…
Note: I normally avoid posting about alcohol brands. Our textbook uses few (if any) alcohol examples or images. That said, I know many instructors are…
One of the features in the Essentials of Marketing Instructor’s Manual is our YouTube Video Links. These were previously called YouTube PowerPoints because each link…
One of the features in the Essentials of Marketing Instructor’s Manual is our YouTube Video Links. These were previously called YouTube PowerPoints because each link…
Here is a good article that helps drive home a fundamental marketing concept—differentiation. “How Weird Wins” (Fast Company, November 11, 2025) argues that in today’s…
The Hermès Birkin and Walmart Wirkin offer contrasting case studies on luxury branding and consumer accessibility. While Hermès employs scarcity and exclusivity to position the…
Our coverage of social media in Chapter 16 includes descriptions of how the major social media platforms work and their strategies. We include a lot…
These days some marketing campaigns include (or sometimes completely rely upon) influencers in the promotion blend. Influencers are one of the fastest growing forms of…