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…
Social responsibility
Advertising | Chapter 01 | Chapter 02 | Chapter 05 | Chapter 13 | Chapter 15 | Chapter 16 | Chapter 19 | Ethics | Social responsibility
12 CEO-Approved Strategies for Ethical Advertising Success
We have found that the amount of attention marketing instructors want to give to ethical issues varies widely. Everyone recognizes its importance, but instructor how…
#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 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)….
Do B-Corps react better to adversity? (#M4BW)
A new key term in 17th edition of Essentials of Marketing, is B-Corporation (B-Corp) certification “a private certification that meets a high standard for social…
The most sustainable companies in America are beating the market (#M4BW)
Regular readers, and those who have already seen the 17th edition of Essentials of Marketing know that we believe business can contribute to making a better, more…
What’s Now? Chapter 19 – Fargreen helps Vietnamese farmers and the planet
I have a soft spot in my heart for Fargreen. The startup that emerged from the Colorado State University Global Social and Sustainable Enterprise MBA…
What’s Now? Chapter 18 – Consumers Willing to Pay More for Products Boasting Fair Trade Logo
A research study at the Universität Bonn (Germany) found that consumers are willing to pay more for products that include the Fair Trade logo (see…