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strategy and business

Marketing & Sales


The Promise of
“Self-segmentation”

by Nick Wreden
Rather than putting consumers in arbitrary “buckets” for targeting, marketers should join them online in communities of passion and interest.

What a Declining Business Media Means to CEOs

by William J. Holstein
As cost cutting narrows the field of business journalism, it has become more difficult to put out a corporate story — or take one in.
 

Reinventing Print Media

by Matthew Egol, Harry Hawkes, and Greg Springs
Four new strategies offer a path to future profits for today’s troubled newspaper and magazine companies.

Selling Gets
Complex

by Geoffrey James
The Internet, technology, and globalization have changed this age-old game for good.
 

A Five-step Guide to Building Successful Brands

A winning product launch requires differentiation, positioning, personality, vision, and added value.

Ads That Penetrate Consumers’ Heads and Hearts

Consumers process only the most useful and appealing information presented in advertisements.

All Brands Are Niche Brands

Subaru’s chief marketing officer on how to sell cars in a tough market.

The Trouble with Brands

Most consumer brands are not creating value. The exceptions share a set of “energized” attributes that companies can identify and exploit.

The Promise of Private-label Media

A direct-to-consumer media strategy can help companies build brands and reach consumers in new ways.

Convincing Consumers to Spend Again

In a brutal sales environment, retailers and manufacturers, led by the auto industry, are finding that smarter marketing — not better products — may be the best way to a customer’s heart.

50-plus: A Market That Marketers Still Miss

Baby boomers are responsible for more than 40 percent of retail spending in the U.S. and western Europe, but many companies still focus on youth and young families.

Digital Darwinism

In the new marketing and media ecosystem, some will fail, some will thrive, and all will have to evolve.

Measuring Your Way to Market Insight

To build closer connections to customers, start by developing analytical prowess.

The House That Ogilvy Built

The legendary advertising innovator David Ogilvy created an enduring organization using culture, integrity, and charm.
Archive of Marketing & Sales articles

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