MIT Sloan Management Review

New research suggests that ads that complement online content can be effective — but not if they rouse consumers’ privacy concerns.

Johnson & Johnson provided an unanticipated demonstration of the increasing influence of social media this week, when it pulled an ad for its Motrin pain reliever from the brand's website -- and a marketing VP issued a statement apologizing for the ad.Â

As people increasingly tune out the most common forms of advertising, savvy marketers are turning to four surprisingly affordable strategies.

The paradigm of brand is worn out. Marketing and strategy must now be about shaping the competitive ecosystem.

The growing popularity of cell phones and other hand-held mobile devices has opened up new marketing possibilities.

Companies seek long-term benefits from upfront spending on R&D, advertising, and other intangibles. A new study quantifies the value of those investments.

New technologies and emerging market trends, including a shift in power to retailers, are converging to alter traditional branding and brand management.

As the corporate sponsorship of sports events has grown, so too has the practice of ambush marketing. Is the practice legal and ethical? How can a legitimate sponsor counteract the effects of an ambusher?

The Internet promises to revolutionize the dynamics of international commerce and, like the telephone and fax machine, may be a major force in the democratization of capitalism.

“Be first to market” is one of the most enduring principles in business theory and practice. But the authors point out that many pioneer companies have failed, whereas most current market leaders were not pioneers. In analyzing why this is so, the authors found that market leaders embody five factors that are critical to success.