Strategy Driven

SEPTEMBER 27, 2013

Marketing scholars Jennifer Aaker and Susan Fournier reveal how closely business relationships and interpersonal relationships mirrored each other in an Internet-based psychology test. “Trust is much heralded in marketing, but it has a downside,” said Aaker in an interview for Stanford Graduate School of Business (GSB) News.

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Harvard Business Review

APRIL 7, 2011

They devote even more resources to marketing communications that try to sway buyers with more clever advertising, more impactful promotions, more visible sponsorships, and more involving social media programs than the competition's. "New and improved" — whether faster, cheaper, or better — is the mantra.

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Harvard Business Review

MAY 23, 2012

You might also check into Jim Stengel's examination of growth ideals and David Aaker's latest work on brand relevance. CEB has done extensive work on shared values , showcasing how brands like Mini, Pedigree and Southwest use them to engage with customers. Myth #3: The more interaction the better.

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