Product Marketing

“Category kings” make three common but avoidable mistakes that open the door to competitors.

Innovators need to develop their innovation capital so they can turn their ideas into reality.

Strategy hijacks — situations in which companies must adjust their strategies due to consumer backlash — can be predicted and avoided.

Small and midtier brands have unique opportunities to provide value in the new consumer environment.

Companies using e-commerce sites like Amazon must work to maintain a strong brand identity.

Lessons from technology marketing industry leaders in the digital era.

Online product recommendation networks can spread demand from one product to another.

Companies often don’t focus enough on understanding how customers decide what to purchase.

Not every product can enter the market at the ideal time. Three strategies can help new products make the most of any timing.

Innovation in developing markets has less to do with finding new customers than addressing issues of product acceptability, affordability, availability and awareness.

A new, easy-to-use procedure can help marketers determine customers’ willingness to pay.