Harvard Business Review

JULY 15, 2014

She traveled the world giving presentations that featured these artifacts to illustrate the company’s brand promise through a visceral experience that no brochure or blog post could match. Given the skills and span of responsibility required, this function should sit in the marketing department. The New Marketing Organization.

Marketing 9

Marketing Storytelling Brand Marketing Mix 9

Harvard Business Review

MARCH 29, 2013

With increasing heterogeneity in every market and global exposure just one tweet away, all brands, even local ones, must begin to think globally or suffer the consequences. Though the ad never aired in China, the use of Gere, a pro-Tibet activist, outraged Chinese consumers and caused Fiat to lose traction in the booming Chinese auto market.

Advertising 8

Advertising Glocalization Globalization Brand 8

Harvard Business Review

APRIL 1, 2013

That's the rallying cry I've heard from widely read female bloggers over age 49, who are frustrated that a well-established cadre of younger women with young children — known as "mommybloggers" — garner extensive promotional contracts with major brand advertisers, while Boomer-aged women online are often ignored.

Marketing 8

Marketing Freedman Forrester Fashion 8

Harvard Business Review

MAY 23, 2012

Most marketers think that the best way to hold onto customers is through "engagement" — interacting as much as possible with them and building relationships. How should you market differently? Then, apply different expectations to those two groups and market differently to them. How should you market differently?

Aaker 18

Aaker Brand Marketing Mix Marketing 18