Harvard Business Review

AUGUST 21, 2014

When I argue that e-commerce isn’t likely to destroy innovative omnichannel retailers , I typically receive passionate responses. Their economics greatly resemble those of mail order catalogs—in fact, many e-commerce businesses continue to use catalogs in their marketing mix—and they aren’t all favorable.

Retail 8

Retail Price Forrester Merchandising 8

Harvard Business Review

OCTOBER 10, 2014

We can see how content, community, and context come together in the owned media strategies of today’s most innovative marketers. RFID technology in the lift tickets track the locations of skiers and their friends on the mountain, and their times on the various runs. Marketing Media Social media'

Media 8

Media B2B Disintermediation Content 8

Harvard Business Review

MARCH 29, 2013

Next, they find a positioning that goes beyond describing product attributes to address the motivation. It has spawned more than 70 TV ads, hundreds of outdoor and print ads, and numerous other adaptations across the marketing mix. Coca-Cola has similarly embraced the glocal model.

Advertising 8

Advertising Glocalization Globalization Brand 8