Marketing
What the ‘Green’ Consumer Wants
Has demand for ‘green’ products and services been affected by the downturn? And what factors affect consumer decisions to buy — or not buy — green in the first place?
Usability for Evil
How do some companies get their customers to do something that’s useful for the company but not really for the customer?
Do-It-Yourself Brand Creation
User communities have considerable potential to build their own brands.
Cracking the Code of Mass Customization
Most companies can benefit from mass customization, yet few do. The key is to think of it as a process for aligning a business with its customers’ needs.
The Power of a Mobilized Community
A new book highlights the role of communities in the diffusion of radical innovations.
What People Want (and How to Predict It)
Companies now have unprecedented access to data and sophisticated technology that can inform decisions as never before. How successful are they at helping forecast what customers want to watch, listen to and buy?
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.
A Plan to Invent the Marketing We Need Today
The discipline of marketing hasn't kept up with the rapid changes facing 21st-century businesses. New scholarship doesn't have enough management relevance, and practicing marketers are too often forsaking rigor. Here are seven strategies that can make marketing both relevant and rigorous in today's world.
A Mind for Brand Extensions
Recent research suggests that consumers' state of mind affects their openness to new products affiliated with existing brands.
International Perspectives on Counterfeit Trade
Executives' perceptions of the motives of pirates and purchasers vary by country.