Essentials of Marketing – What’s Now? posts updated for Fall 17
You may recall that one of the new features of Essentials of Marketing 15e was our What’s Now? chapter element to give students a way to link a current…
What’s Now?
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…
Chapter 17 | Ethics | Price | What's Now?
What’s Now? Chapter 17 – Should Uber end its “surge pricing”?
In chapter 17 we discuss dynamic pricing — when prices change “according to the level of demand, the type of customer, or the state of the weather.” Uber…
What’s Now? Chapter 16 – Snapchat breaks through
When we were researching and writing chapter 16, Snapchat was a somewhat distant 6th place finisher in the social media race. Just one year later —…
What’s Now? Chapter 15 – “Most online ads suck”
Mary Meeker is one of the most well-known and well-respected tech gurus. Every year Meeker presents her highly anticipated “Internet Trends Report.” While the 213 slide deck…
What’s Now? Chapter 14 – A head start on making a great sales force
This article from Harvard Business Review “Great Salespeople Are Born, but Great Sales Forces Are Made,” (May 20, 2016) describes the importance of 1) strategy, 2)…
Advertising | Chapter 13 | Integrated marketing communications | Promotion | Publicity | Social media | What's Now?
What’s Now? Chapter 13 – #ThisGirlCan integrated marketing communications campaign spurs UK women to exercise
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…
Chapter 12 | Place | Retailing | What's Now?
What’s Now? Chapter 12 – Whole Foods opens new 365 stores
Whole Foods has seen its sales and profits decline recently. In response, the food retailer has opened some new stores under the name 365. Read…