Harvard Business Review

MARCH 12, 2012

For example, GE developed an ultra-low-cost ultrasound for rural China which is now marketed in over 100 countries. Logitech developed an affordable mouse for the China market which sells for (the Chinese equivalent of) $19.99 Therefore, they focused on winning market share by adapting global offerings to meet local needs.

Glocalization 11

Glocalization Mass Marketing P&L Globalization 11

Harvard Business Review

JULY 22, 2015

Studying 837 mass-market movies released between 1996 and 2003, they collected data on the movies’ producers and their prior experience. For the financial resources, they used each movie’s production budget. All the movies were released by a major Hollywood studio and played on at least 1,000 screens in the U.S. (The

RBV 8

RBV Mass Marketing Budgeting Brand 8

Harvard Business Review

MAY 26, 2014

Should the new activity have a separate stock market listing or separate funding? New ventures, for example, often complain that the corporate finance function requires them to meet budget or lose bonuses or funding; or they can’t recruit the talent they need because of the corporate job evaluation approach. It appointed a gatekeeper.

Mass Marketing 9

Mass Marketing Brand Disruptive Innovation Advice 9

Harvard Business Review

MARCH 8, 2012

But despite this outpouring of expertise, many organizations still find marketing in the social era ridiculously hard to do well, if at all. Perhaps marketing in the social era is that kind of problem. The funnel is a favorite of marketers because it is linear, uni-directional, and transaction-centric.

Marketing 17

Marketing Brand Mass Marketing Metrics 17

Harvard Business Review

MARCH 16, 2016

The required changes may surprise you and raise questions about effective selling in your market. Car sellers should certainly be investing more in improving their point-of-sale processes and less in their social media budgets. At the same time, sellers must manage their existing digital media budgets a lot better.

Price 8

Price Automotive Mass Marketing Industry 8