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Marketing, Media & Sales Archive

October 5, 2009

The Promise of “Self-segmentation”

Rather than putting consumers in arbitrary “buckets” for targeting, marketers should join them online in communities of passion and interest.
September 28, 2009

What a Declining Business Media Means to CEOs

As cost cutting narrows the field of business journalism, it has become more difficult to put out a corporate story — or take one in.
August 27, 2009

Ads That Penetrate Consumers’ Heads and Hearts

Consumers process only the most useful and appealing information presented in advertisements.
August 27, 2009

A Five-step Guide to Building Successful Brands

A winning product launch requires differentiation, positioning, personality, vision, and added value.
August 27, 2009

Reinventing Print Media

Four new strategies offer a path to future profits for today’s troubled newspaper and magazine companies.
August 27, 2009

Selling Gets Complex

The Internet, technology, and globalization have changed this age-old game for good.
August 11, 2009

All Brands Are Niche Brands

Subaru’s chief marketing officer on how to sell cars in a tough market.
May 26, 2009

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.
May 26, 2009

The Promise of Private-label Media

A direct-to-consumer media strategy can help companies build brands and reach consumers in new ways.
April 7, 2009

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.
February 24, 2009

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.
February 24, 2009

The House That Ogilvy Built

The legendary advertising innovator David Ogilvy created an enduring organization using culture, integrity, and charm.
February 24, 2009

Measuring Your Way to Market Insight

To build closer connections to customers, start by developing analytical prowess.
February 24, 2009

Digital Darwinism

In the new marketing and media ecosystem, some will fail, some will thrive, and all will have to evolve.
January 20, 2009

Get Out of the Silo

Marketing expert David Aaker argues that to succeed in today’s global arena, marketers must learn to appeal to consumers whose interests transcend individual products and regions.