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Marketing, Media & Sales Archive

April 29, 2015

When Loyalty Isn’t its Own Reward

To revive stagnant loyalty programs, companies should replace the routine granting of points with unpredictable, tangible rewards.
April 21, 2015

Radical Accountability

How to build trust by letting consumers know everything about your enterprise.
March 2, 2015

Retail’s Risky New Strategy

Luxury tourism will not be the game-changer many retailers are hoping for.
February 18, 2015

Using Wikipedia to Your Firm’s Advantage

Establishing a profile on Wikipedia can be a boon for companies, but managers must forge ties with the site’s contributors rather than relying on typical marketing strategies.
February 9, 2015

The Power of Immersive Media

The most successful advertising today convincingly takes on the qualities of real experience.
February 6, 2015

Honesty (about Your Costs) Is the Best Policy

Being honest about the expenses that go into developing and distributing a product can increase sales and enhance a firm’s bond with consumers.
January 5, 2015

Zombify Your Customers

High-tech blogger Nir Eyal describes a positive feedback loop for getting customers hooked on your products and services.
December 22, 2014

Five Rules for Strategic Partnerships in a Digital World

Leading companies know that the future depends on the capabilities, functions, channels, and insights they can tap by working with others.
December 4, 2014

Go Big or Go Home: Factors for a Successful Rebranding

Companies that winningly reposition their brands tend to do so by anticipating market trends and overcoming or minimizing common challenges.
November 20, 2014

An Upside to Brand Genericide

Despite lawyers’ conventional wisdom, becoming a household name can actually be a brilliant marketing strategy.
November 10, 2014

s+b Trend Watch: The Profit Conundrum

Revenues go up, but so do costs—and even with overhead cuts, company leaders don’t see the expected benefits of scale.
November 10, 2014

What Mom-and-Pop Stores Can Teach Grocery Chains

To stave off online competitors, supermarkets should work with their suppliers and get back to personalized service.
November 10, 2014

Can Media Firms Become Digital Video Mavens?

Traditional entertainment companies are buying up new multichannel networks in pursuit of online audiences.
November 4, 2014

Best Business Books 2014: Marketing

Brand Diving
October 30, 2014

In with the New Products, and the Old Ones Too

By selling a mix of novel and existing items, retailers can optimize their profits; to do so, however, managers must use their salespeople in the right way.
October 16, 2014

Reframing Sales Effectiveness

Aligning Strategy and Sales is the best sales book of the year—and one that senior executives should read.
October 3, 2014

A Lesson for Marketers on Mobile Advertising

Advertisers are eager to take advantage of mobile channels, but they must carefully position their products to get consumers’ attention.
September 25, 2014

Enticing Consumers to Switch

For service companies seeking to lure customers away from their rivals, success lies in keeping it simple.
September 18, 2014

Best of Multimedia: A Roadmap to Understanding the Millennial Consumer

A new Adweek infographic reveals how millennials shop—and how marketers can reach them.
September 10, 2014

Location, Location, Location

Wharton marketing professor David Bell explores how the real world affects the success of internet companies.
September 4, 2014

Best of Multimedia: Marketing Myopia in 120 Seconds

An animated look at Theodore Levitt’s theory of why concentrating on customers matters more than a focus on driving sales.
September 3, 2014

Seeking Social Failures

IMD professor Mikolaj Jan Piskorski describes three concepts that can help companies craft more effective social strategies.
August 27, 2014

Strategies for Small-Business Survival

Bad economic conditions don’t necessarily mean a death sentence for small companies. They can employ multiple strategies to keep growing.
August 20, 2014

Price Elasticity Has Snapped

Contrary to Econ 101, your optimal price should be based on a variety of factors.
August 12, 2014

Competitive Narcissism: A Marketing Lesson

Getting and keeping the attention of the social media generation means making your brand all about them.
August 8, 2014

s+b Trend Watch: Supermarkets’ Misguided Strategy

Why are grocery stores building up while sales go down?
August 7, 2014

A Full Mouth during Ads Means Half the Attention

Marketers probably don’t want consumers to watch commercials while they eat.
August 4, 2014

Apple Makes a Smart Bet on Beats

Apple is buying the electronic company’s expertise in human-centered design, not its market share.
July 23, 2014

Beach Reading…Boardroom Style

Your summer vacation is the perfect time to relax, lie back, take in some sun, and learn something new about leadership.
July 7, 2014

Why Marketers Should Be Followers

Itamar Simonson and Emanuel Rosen describe new patterns in consumer decision making that are shaking up traditional marketing strategies.
July 1, 2014

What Marketers Can Learn From Contemporary Art

Economist Don Thompson says a product’s value can rise if it’s accompanied by a compelling backstory, reputation, or buying experience.
June 4, 2014

What’s Your Platform, Baby?

The key to tech customer loyalty isn’t about being the biggest—it’s about embracing the smallest.
June 2, 2014

The Amazon Model: If You Can’t Beat ’Em, Work with ’Em

A company that collaborates with its rivals can create more business for itself.