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The Elements of Value
Sales & Marketing Magazine ArticleWhat consumers truly value can be difficult to pin down and psychologically complicated. But universal building blocks of value do exist, creating opportunities... -
How Brand Building and Performance Marketing Can Work Together
Sales & Marketing Magazine ArticleMarketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer... -
Research: How Cultural Differences Can Impact Global Teams
Sales & Marketing Digital ArticleAnd what managers can do to help their international teams succeed. -
The Elusive Green Consumer
Consumer behavior Magazine ArticlePeople say they want sustainable products, but they don’t tend to buy them. Here’s how to change that. -
The New Science of Customer Emotions
Sales & Marketing Magazine ArticleWhen a company connects with customers' emotions, the payoff can be huge. Yet building such connections is often more guesswork than science. To remedy... -
How to Measure Inclusion in the Workplace, Chinese Version
Sales & Marketing Digital ArticleSeven key elements to look at, according to research. -
Neuromarketing: What You Need to Know
Sales & Marketing Magazine ArticleThe field of neuromarketing, sometimes known as consumer neuroscience, studies the brain to predict and potentially even manipulate consumer behavior... -
One Number You Need to Grow
Sales & Marketing Magazine ArticleCompanies spend lots of time and money on complex tools to assess customer satisfaction. But they're measuring the wrong thing. The best predictor of... -
Pricing and the Psychology of Consumption
Sales & Marketing Magazine ArticleMost executives know how pricing influences the demand for a product, but few of them realize how it affects the consumption of a product. In this article,... -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
Creativity in Advertising: When It Works and When It Doesn't
Sales & Marketing Magazine ArticleDo highly creative ads really inspire people to buy products? Studies have found that creative messages get more attention and lead to positive attitudes... -
How to Market in a Downturn
Sales & Marketing Magazine ArticleBecause no two recessions are exactly alike, marketers find themselves in poorly charted waters every time one occurs. But guidance is available, say... -
10 Ways to Boost Customer Satisfaction, Chinese Version
Sales & Marketing Digital ArticleTakeaways from an analysis of millions of consumer data points. -
A Diverse Board Is an Independent Board
Boards Digital ArticleAnd window dressing doesn’t cut it. -
A Simple Tactic That Could Help Reduce Bias in AI
Consumer behavior Digital ArticleConsider the principle behind blind taste tests. -
The Paradox of Marketing to Caregivers
Sales & Marketing Digital ArticleWe often feel guilty about using products designed to make it easier for us to help others. -
How to Make the Most of Omnichannel Retailing
Sales & Marketing Magazine ArticleOne of the biggest challenges for brick-and-mortar retailers is competing with online-only sellers such as Amazon. The conventional "omnichannel" strategy... -
Listening to Your Customers When Your Customers Disagree
Sales & Marketing Digital ArticleSometimes you have to pick a side. -
Emerging Demographics Are the New Emerging Markets
Customer experience Digital ArticleThree groups marketers should watch.
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Apple Watch (B): Would You Bet On It?
Sales & Marketing Case Study5.00View Details Apple Watch (B) is a companion case to Apple Watch (A). The (B) case describes events that took place immediately after the Apple Watch launch in April... -
Clothing Chris and Chrissie
Leadership & Managing People Case Study8.95View Details -
Colgate: Regaining Leadership in India's Sensitive Teeth Market
Sales & Marketing Case Study8.95View Details In April 2013, Colgate-Palmolive, a long-term front runner in a consumer goods business that specialized in oral care products, lost its dominance for... -
Introducing New Coke, Spanish Version
Sales & Marketing Case Study8.95View Details On April 23, 1985, the Coca-Cola Co. announced a decision that would rock the world. The old Coke formula would be taken off the market and replaced with... -
Consumer Behavior Exercise (B), Chinese Version
Sales & Marketing Case Study8.95View Details Students are instructed to interview a recent purchaser of a high-involvement/utilitarian product or service in depth about his/her buying decision. The... -
Consumer Behavior Exercise (C), Chinese Version
Sales & Marketing Case Study8.95View Details Students are instructed to interview a recent purchaser of a high-involvement/ego-expressive product or service in depth about his/her buying decision.... -
DOUGH T.O: A Sweet Expansion Opportunity
Sales & Marketing Case Study8.95View Details In early 2020, the co-founders of DOUGH T.O, an entrepreneurial venture launched in Toronto, Canada, were evaluating several expansion options. Since... -
Corporate Average Fuel Economy Standards 2017-2025
Global Business Case Study8.95View Details In December 2011, the United States National Highway Traffic Safety Administration (NHTSA) and the Environmental Protection Agency issued a joint proposal... -
Upli: Financial Health Appiness (C)
Management Case Study5.00View Details This field-based case set uses qualitative and quantitative research during the early stages of app development to unfold circumstances that allow for... -
PSI India--Will Balbir Pasha Help Fight AIDS? (A)
Communication Case Study6.95View Details In 2002, Population Services International (PSI) was committed to curbing the growing HIV/AIDS epidemic in India. Sanjay Chaganti, program director of... -
Data Science at Target, Portuguese Version
Finance & Accounting Case Study8.95View Details Paritosh Desai joined Target.com in 2013 as VP of Business Intelligence, Analytics & Testing to explore how the retailer could use its relatively small... -
Sustaining an Ethnic Soft Drink - Paper Boat: Brand Positioning and Consumer Behavior
Sales & Marketing Case Study8.95View Details Parvesh Dabuka, Head of Marketing, Paper Boat brand of soft drink was thinking about the success of the niche brand that was positioned on nostalgia and... -
Marico Bangladesh: Meeting the Value-Added Hair Oil (VAHO) Challenge
Sales & Marketing Case Study8.95View Details Even as Parachute oil is the clear brand leader in the branded regular coconut oil market, having rapidly taken away share from the loose oil market,... -
Wal-Mart Stores: "Everyday Low Prices" in China
Strategy & Execution Case Study8.95View Details Although Wal-Mart, the world's largest company by revenue, was into its 9th year of operations in China, its stores were still losing money. It had created... -
Consumer Behavior Exercise (D), Chinese Version
Sales & Marketing Case Study8.95View Details Students are instructed to interview a recent purchaser of a low-involvement product or service in depth about his/her ownership and usage experiences.... -
Reimagining Hindustan Unilever (A)
Management Case Study8.95View Details In the fall of 2019, the CEO and MD of Hindustan Unilever (HUL), India's largest fast-moving consumer goods (FMCG) firm, is wondering what to do about... -
Case for Brand Loyalty
Sales & Marketing Case Study8.95View Details Brand loyalty is one of the core concepts of the marketing discipline that has enjoyed practical and academic attention for over 75 years. The era of... -
Grupo Bimbo, Spanish Version
Global Business Case Study8.95View Details In 2007 Grupo Bimbo, a leading global player in the baking industry, expands into China, while at the same time undertaking initiatives to make its U.S.... -
Marketing Reading: Consumer Behavior and the Buying Process, Spanish Version
Sales & Marketing Tool40.00View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading... -
Ron Ventura at Mitchell Memorial Hospital, Spanish Version
Organizational Development Case Study8.95View Details Mitchell Memorial Hospital is a 750-bed regional academic medical center in Ohio. Andy Prescott, Chief of the Cardiovascular Center, is reviewing the...
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The Elements of Value
Sales & Marketing Magazine ArticleWhat consumers truly value can be difficult to pin down and psychologically complicated. But universal building blocks of value do exist, creating opportunities... -
How Brand Building and Performance Marketing Can Work Together
Sales & Marketing Magazine ArticleMarketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer... -
Research: How Cultural Differences Can Impact Global Teams
Sales & Marketing Digital ArticleAnd what managers can do to help their international teams succeed. -
The Elusive Green Consumer
Consumer behavior Magazine ArticlePeople say they want sustainable products, but they don’t tend to buy them. Here’s how to change that. -
The New Science of Customer Emotions
Sales & Marketing Magazine ArticleWhen a company connects with customers' emotions, the payoff can be huge. Yet building such connections is often more guesswork than science. To remedy... -
How to Measure Inclusion in the Workplace, Chinese Version
Sales & Marketing Digital ArticleSeven key elements to look at, according to research. -
Neuromarketing: What You Need to Know
Sales & Marketing Magazine ArticleThe field of neuromarketing, sometimes known as consumer neuroscience, studies the brain to predict and potentially even manipulate consumer behavior... -
One Number You Need to Grow
Sales & Marketing Magazine ArticleCompanies spend lots of time and money on complex tools to assess customer satisfaction. But they're measuring the wrong thing. The best predictor of... -
Pricing and the Psychology of Consumption
Sales & Marketing Magazine ArticleMost executives know how pricing influences the demand for a product, but few of them realize how it affects the consumption of a product. In this article,... -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech.