Marketing Strategy
Why the Highest Price Isn’t the Best Price
Organizations can pick price points that provide both profits and long-term value to suppliers.
Marketing Strategy
Latest
Digital Marketing
How Not to Market on the Web
Ads that complement online content can be effective — but not if they rouse consumers’ privacy concerns.
Disruption
Understanding Your Customer Isn’t Enough
According to Clayton Christensen, companies should focus on the job customers are trying to get done when they use a product or service.
Marketing Strategy
Do-It-Yourself Brand Creation
What happens when user communities—connected by the Internet—start to create their own brands?
Analytics & Business Intelligence
The Prediction Lover’s Handbook
Assessment tools for better-informing decisions have proliferated. Which ones work?
Executing Strategy
A Manager’s Guide to Human Irrationalities
People aren’t stupid – they just often act that way. Noted behavioral economist Dan Ariely explains what that should mean for strategists.
Business Models
A Plan to Invent the Marketing We Need Today
Seven strategies that can make marketing both relevant and rigorous in today’s world.
Marketing Strategy
International Perspectives on Counterfeit Trade
Executives’ perceptions of the motives of pirates and purchasers vary by country.
Marketing Strategy
Discounting Do’s and Don’ts
Recent evidence shows that some discounts and sales can be detrimental.
Marketing Strategy
When Consumers Go to Extremes
Consumer preference is determined by how their options are presented.
