Business for the Environment

Marketing & Sales

The New Consumer Frugality

by Matthew Egol, Andrew Clyde, and
Kasturi Rangan

Retailers must adapt to the enduring shift in U.S. consumer spending and behavior, according to a new Booz & Company survey of buying habits.

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.

Why Shoppers Switch

A new survey reveals that for different types of products, consumers change brands in response to different marketing triggers.

Selling Gets Complex

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

Ads That Penetrate Consumers’ Heads and Hearts

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

A Five-step Guide to Building Successful Brands

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

Reinventing Print Media

Four new strategies offer a path to future profits for today’s troubled newspaper and magazine companies.

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.

Measuring Your Way to Market Insight

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

Digital Darwinism

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

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