Harvard Business Review

AUGUST 9, 2012

Traditional marketing — including advertising, public relations, branding and corporate communications — is dead. Many people in traditional marketing roles and organizations may not realize they're operating within a dead paradigm. Actually, we already know in great detail what the new model of marketing will look like.

Marketing 22

Marketing Social Capital Media Influence 22

Harvard Business Review

FEBRUARY 13, 2013

When companies like American Express offer discounts, they often justify the spend by referring to the Customer Lifetime Value (CLV). The company is better off offering a discount today, because that will likely increase the customer's loyalty, and loyalty increases the CLV. The Future of Advertising An HBR Insight Center.

Advertising 8

Advertising Discount Media Customer Loyalty 8

Harvard Business Review

JANUARY 27, 2014

Finally, when you are at the conglomerate stage, they relate to social capital, as you move talent across internal boundaries and leverage personal relations with politicians, government officials, investors and other external parties who can greatly facilitate or obstruct your plans–not necessarily with the greater good in mind.

Social Capital 8

Social Capital Chemicals Industry Cost 8

Harvard Business Review

MAY 3, 2013

Here are some guidelines to help keep you on the right side of the social business street. Beware of Inserting Market Norms into Social Situations. That would, of course, have been highly offensive: it would have introduced a market norm into a decidedly social situation. Social Rewards Are More Powerful.

Guidelines 8

Guidelines Banking Discount Open-book 8