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 10

Marketing Storytelling Brand Marketing Mix 10

Harvard Business Review

APRIL 1, 2013

What marketers seem to be missing is that Boomer women are actually outspending younger generations online — and not on the products that might come to mind when you picture the 50+ set. I began working in digital marketing to women when I was 22.

Marketing 8

Marketing Freedman Forrester Fashion 8

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

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 19

Aaker Brand Marketing Mix Marketing 19