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High-Performance Marketing: An Interview with Nike's Phil Knight
Leadership & Managing People Magazine ArticleBehind Nike's catchy slogans and flashy TV commercials is the vision of founder, chairman, and CEO Phil Knight. Knight has taken Nike from a small-time... -
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
Advertising Magazine ArticleAsk a professional in the business what the key to success is in advertising, and you’ll most likely get an answer that echoes the mantra of Stephan Vogel, Ogilvy & Mather Germany’s chief creative officer: “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and […] -
A New Gold Standard for Digital Ad Measurement?
Technology & Operations Digital ArticleAs the digital ad measurement landscape changes, companies should consider marketing mix models calibrated with ad experiments. -
High-Tech Touchpoints Are Changing Customer Experience
Customer experience Digital ArticleAs technology becomes more powerful and affordable, your company is only limited by its imagination. -
A 3-Step Strategy to Support the New U.S. Mask Mandate
Finance & Accounting Digital ArticleHere's what CEOs and other leaders can do. -
Marketing When Budgets Are Down
Sales & Marketing Digital ArticleHow enterprise leaders can deliver results in scarce times - and build the capabilities to fuel future growth. -
Comparing the ROI of Content Marketing and Native Advertising
Brand management Digital ArticleWhich one should you invest in? -
Net Content: From Free to Fee
Strategy & Execution Magazine ArticleAlthough the two revenue models coexist on the TV screen, the pay-for-content model will triumph over the advertising model on the Internet. -
Five Ways the Advertising Industry Is About to Transform
Sales & Marketing Digital ArticleTechnology is quickly changing the industry. -
Executives Need to Invest in Understanding the Customer Experience
Customer experience Digital ArticleOnly half of chief executives are confident they are able to provide high-quality digital experiences to customers, according to a new survey. -
The New Science of Viral Ads
Sales & Marketing Magazine ArticleAs commercials migrate from television to the Internet, marketers need to use different techniques to keep viewers watching--and to encourage them to... -
How Markets Help Marketers
Sales & Marketing Magazine ArticleStock market simulations can help you determine optimal marketing strategies for products prior to launch. -
Advertising's New Medium: Human Experience
Sales & Marketing Magazine ArticleWe live in a media-saturated world, where consumers are drowning in irrelevant messages delivered from the web, TV, radio, print, outdoor displays, and... -
Great Advertising Is Both Local and Global
Sales & Marketing Digital ArticleFocus your campaign on a universally embraced idea that will resonate worldwide. -
The Danger of Touting a Product as "the Best"
Sales & Marketing Magazine ArticleNew research shows that comparative ads and "Ours is the best!" product positioning can backfire, because they activate something known as the maximizing... -
Ads That Don't Overstep
Sales & Marketing Magazine ArticleData gathered on the web has vastly enhanced the capabilities of marketers. With people regularly sharing personal details online and internet cookies... -
What a Decade of Super Bowl Advertising Looks Like
Sales & Marketing Digital ArticleA chart-based look at cars, beer, and lots and lots of money. -
Better Data Can Help Advertisers Avoid Cringe-Inducing Ad Placement
Sales & Marketing Digital ArticleAnd it can't come soon enough. -
The Best Way to Name a New Product
Sales & Marketing Magazine ArticleWhen an established consumer-packaged-goods (CPG) company introduces a new product, it faces a potentially make-or-break decision: how to brand it. Tying...
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BMWFilms
Sales & Marketing Case Study6.95View Details Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, "BMWFilms." This campaign... -
Sizmek Chapter 11: Surviving Walled Gardens in Their Ad Tech Empire
Sales & Marketing Case Study8.95View Details This case provides a post-mortem of the advertising technology (adtech) company Sizmek. Sizmek grew via multiple acquisitions, with the vision of becoming... -
Rocket Fuel: Measuring the Effectiveness of Online Advertising
Sales & Marketing Case Study8.95View Details The case describes an experiment designed to measure the effectiveness of an online display advertising campaign. After running the campaign for their... -
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
Sales & Marketing Case Study8.95View Details As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact... -
Alcoa's Bid for Alcan (B)
Strategy & Execution Case Study5.00View Details In spring 2007, Alcoa CEO Alain Belda was concerned about the company's market position in light of increased competition from developing markets. China's... -
Highway Delite: Mobile App Brand Building Using Google AdWords
Sales & Marketing Case Study8.95View Details The case highlights a digital advertising campaign of a mobile app in India named "Highway Delite" using Google AdWords. The case provides the results... -
Largo.ai in Hollywood: Good enough?
Strategy & Execution Case Study8.95View Details The case tells the story of Sami Arpa a young entrepreneur with a passion for the movie industry. Sami Arpa and his start-up Largo leverage technology... -
Massachusetts Lottery
Sales & Marketing Case Study8.95View Details Describes the role of state lotteries, lottery marketing, and the operation of the Massachusetts State Lottery, including reference to Massachusetts lottery... -
Fishbowl: Scaling Up
Sales & Marketing Case Study8.95View Details Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and across industry. Unlike... -
Microsoft in Korea
Strategy & Execution Case Study8.95View Details Microsoft Korea sees a potential opportunity to dramatically improve its subsidiary's performance by actively recruiting and promoting female senior managers... -
French News Start-up L'Opinion: Swimming Upstream in Uncertain Times
Sales & Marketing Case Study8.95View Details In May 2013 Nicolas Beytout launched L'Opinion, a news organization that published a daily newspaper, with a robust digital presence. L'Opinion was opinion-focused,... -
G. Heileman Brewing Co. (B): The "Nightline" Decision
Sales & Marketing Case Study5.00View Details Supplements the (A) case. -
Eyeblaster: Enabling the Next Generation of Online Advertising
Sales & Marketing Case Study14.00View Details Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors... -
Crocs: Using Community-Centric Marketing to Make Ugly Iconic
Management Case Study8.95View Details In 2022, the Crocs Classic Clog was the best-selling item of clothing on Amazon, the brand was one of the fastest growing brands in the U.S., and global... -
Internet Marketing
Sales & Marketing Case Study8.95View Details In this technical note we explain what Internet marketing is, what it is used for, and how it is done. The note covers a wide variety of subjects, but... -
PROPECIA: Helping Make Hair Loss History
Sales & Marketing Case Study8.95View Details In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch... -
Publicis Groupe 2016: Maurice and the Millennials
Strategy & Execution Case Study8.95View Details Having built Publicis Groupe through acquisitions maintained as separate brands, CEO Maurice Lévy wanted to transform the advertising and marketing firm... -
Google Inc. in 2014 (Abridged)
Strategy & Execution Case Study8.95View Details Describes Google's history, business model, governance structure, corporate culture, and processes for managing innovation. Reviews Google's recent strategic... -
Marketing Reading: Digital Marketing
Sales & Marketing Tool15.90View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading...
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High-Performance Marketing: An Interview with Nike's Phil Knight
Leadership & Managing People Magazine ArticleBehind Nike's catchy slogans and flashy TV commercials is the vision of founder, chairman, and CEO Phil Knight. Knight has taken Nike from a small-time... -
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
Advertising Magazine ArticleAsk a professional in the business what the key to success is in advertising, and you’ll most likely get an answer that echoes the mantra of Stephan Vogel, Ogilvy & Mather Germany’s chief creative officer: “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and […] -
A New Gold Standard for Digital Ad Measurement?
Technology & Operations Digital ArticleAs the digital ad measurement landscape changes, companies should consider marketing mix models calibrated with ad experiments. -
BMWFilms
Sales & Marketing Case Study6.95View Details Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, "BMWFilms." This campaign... -
Sizmek Chapter 11: Surviving Walled Gardens in Their Ad Tech Empire
Sales & Marketing Case Study8.95View Details This case provides a post-mortem of the advertising technology (adtech) company Sizmek. Sizmek grew via multiple acquisitions, with the vision of becoming... -
Rocket Fuel: Measuring the Effectiveness of Online Advertising
Sales & Marketing Case Study8.95View Details The case describes an experiment designed to measure the effectiveness of an online display advertising campaign. After running the campaign for their... -
JUUL and the Vaping Revolution, Teaching Note
Leadership & Managing People Digital ArticleTeaching note for "JUUL and the Vaping Revolution" case. -
High-Tech Touchpoints Are Changing Customer Experience
Customer experience Digital ArticleAs technology becomes more powerful and affordable, your company is only limited by its imagination. -
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
Sales & Marketing Case Study8.95View Details As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact...