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…
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…
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)….
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…
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…
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…
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…
The website brandchannel has launched a series of short case study articles. A team of Yale MBA students evaluate a purpose-driven startup and offer some…
The website brandchannel has launched a series of short case study articles. A team of Yale MBA students evaluate a purpose-driven startup and offer some…