Marketing
Discovering “Unk-Unks”
How innovators identify the critical things they don't even know that they don't know.
Overcoming Consumer Resistance to Innovation
Under the right circumstances, industry initiatives involving “coopetition”
A Strategic Perspective on Sales Promotions
How to plan profitable sales promotions by considering the stature of your brand in the marketplace, the message being delivered, and how customers and competitors will react.
How Dynamic Pricing Leads to Higher Profits
More and more companies are now able to change their prices in real time to capture the full possible value of goods and services. Here’s how to do dynamic pricing right.
Finding the Right Job For Your Product
INNOVATION
Viewing Brands in Multiple Dimensions
Brands have a life and meaning independent of what their initiators intended. Managers must shepherd a brand‘s evolution so that the brand does not lose its roots in the past.
The Continuing Power of Mass Advertising
As people increasingly tune out the most common forms of advertising, savvy marketers are turning to four surprisingly affordable strategies.
Systems Marketing for the Information Age
The paradigm of brand is worn out. Marketing and strategy must now be about shaping the competitive ecosystem.
Rethinking Consumer Boycotts
INTELLIGENCE: New developments, research and ideas in management
So You Think You Know Your Brand?
A company must have a three-dimensional view of its brand.
