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Research: The Emotions that Make Marketing Campaigns Go Viral
Sales & Marketing Digital ArticleHeat maps of viral content show what compels us to share. -
Are Your Ads Funding Disinformation?
Advertising Digital ArticleOnline advertising is opaque and often funnels money to sites that can damage your brand. Here’s how companies can protect themselves. -
Advertising's Big Data Dilemma
Sales & Marketing Digital ArticleAn algorithm can never truly master the art of persuasion. -
Comparing the ROI of Content Marketing and Native Advertising
Brand management Digital ArticleWhich one should you invest in? -
To Prove Your Company Isn’t Greenwashing, Endorse Smart Regulation
Advertising Digital ArticleIt’s the best way to show consumers that you practice what you preach. -
4 Elements of a Successful Brand Refresh
Organizational Development Digital ArticleFocus on products, narrative, pop culture, and customer needs. -
The Off-Line Impact of Online Ads
Sales & Marketing Magazine ArticleAdvertising on the internet increases sales in brick-and-mortar stores even more than it does online. Individually, search ads and display ads have the... -
What Digital Advertising Gets Wrong
Customer experience Digital ArticleToo often, ads end up targeting people who would buy the product anyway. -
Content Moderation Is Terrible by Design
Labor Big IdeaA conversation about how to fix the front lines of the internet. -
R&D Spending Has Dramatically Surpassed Advertising Spending
I+D Digital ArticleEspecially at smaller companies. -
Better Data Can Help Advertisers Avoid Cringe-Inducing Ad Placement
Sales & Marketing Digital ArticleAnd it can't come soon enough. -
Ads That Don't Overstep
Sales & Marketing Magazine ArticleData gathered on the web has vastly enhanced the capabilities of marketers. With people regularly sharing personal details online and internet cookies... -
Is Programmatic Advertising the Future of Marketing?
Sales & Marketing Digital ArticleMachines are taking over much of what marketers do today. -
How Markets Help Marketers
Sales & Marketing Magazine ArticleStock market simulations can help you determine optimal marketing strategies for products prior to launch. -
How to Combat Online Ad Fraud
Technology & Operations Magazine ArticleOnline advertisers frequently fall victim to dishonest, tech-savvy publishers. Here's a sampling of common scams with some advice on how to outwit their... -
In Mobile Advertising, Timing Is Everything
Marketing Digital ArticleCompanies need an approach that changes as their customers do. -
The Right Way to Build Your Brand
Sales & Marketing Magazine ArticleMore than a century ago the merchant John Wanamaker wryly complained, "Half the money I spend on advertising is wasted. The trouble is, I don't know which... -
Why We Buy Products Connected to Place, People, and Past
Marketing Digital ArticleResearch on why people are drawn to goods that feel artisanal and handmade. -
Why Marketers Are Returning to Traditional Advertising
Marketing Digital ArticleSeven reasons companies are reinvesting in TV, radio, and print ads. -
Univision's Ratings Win Underlines the Power of Hispanic Marketing
Sales & Marketing Digital ArticleSavvy advertisers are keeping pace with a changing customer landscape.
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Hiring Successful Professionals: One Process-Multiple Goals
Organizational Development Case Study8.95View Details The best hiring practices help professional firms attract successful employees, equip newcomers with critical support networks, increase the firm's diversity... -
Pernod Ricard: Uncorking Digital Transformation
Management Case Study11.95View Details This case study explores the opportunities and challenges of the digital transformation journey of French wine and spirits company Pernod Ricard. As part... -
Qatar: Energy for Development
Strategy & Execution Case Study11.95View Details Despite being the richest country in the world on a per capita basis, for analysts Qatar belongs in the group of emerging markets considered "frontier... -
Procter & Gamble Co. (A)
Sales & Marketing Case Study11.95View Details An associate advertising manager at Procter & Gamble is considering several options to strengthen the company's position in the light duty liquid detergent... -
L'Oreal: Global Brand, Local Knowledge
Sales & Marketing Case Study11.95View Details Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oréal was one of its most powerful marketing tools. However, with the opening... -
Cann: High Hopes for Cannabis Infused Beverages
Sales & Marketing Case Study11.95View Details Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold "social tonics," or cannabis-infused beverages. By 2022, the company had several notable... -
G. Heileman Brewing Co. (C): Public Controversy Over PowerMaster
Sales & Marketing Case Study5.00View Details Supplements the (A) case. Designed as an in-class handout. -
Kellogg Company/eighteen94 capital
Sales & Marketing Case Study11.95View Details With 33,000 employees and revenues of $13 billion in 2016, Kellogg Company was the world's largest producer of branded packaged cereal and a leader in... -
Managing Multi-Media Audiences at WHDH (Boston)
Sales & Marketing Case Study11.95View Details WHDH's Channel 7 News rose to the #1 position in Boston-area news broadcasting through its embrace of an innovative format and affiliating with NBC. Since... -
Hubble Contact Lenses: Data Driven Direct-to-Consumer Marketing
Sales & Marketing Case Study11.95View Details As its Series A extension round approaches, the founders of Hubble, a subscription-based, social-media fueled, direct-to-consumer (DTC) brand of contact... -
U.S. Army
Sales & Marketing Case Study11.95View Details After three months of close collaboration, the Leo Burnett USA/Worldwide agency and partner Cartel and Images advertising/creative team were poised to... -
Johnson Wax: Enhance (A)
Sales & Marketing Case Study11.95View Details Johnson Wax has produced a new hair conditioner for problem hair. Before committing themselves to test market, they analyze the new product using a field... -
Sparking Growth at Consumer Reports
Innovation & Entrepreneurship Case Study11.95View Details Consumer Reports (CR) is a nonprofit organization that traditionally provided independent testing and research on consumer goods. With the need to diversify... -
TiVo in 2002: Consumer Behavior
Sales & Marketing Case Study11.95View Details Brodie Keast is anxious to understand the sharp contrast between the inertia of prospects and the deep emotional response shown by converted users of... -
Eyeo's Adblock Plus: Consumer Movement or Advertising Toll Booth?
Strategy & Execution Case Study11.95View Details The case centers on Eyeo GmbH, a German software development company, whose main product is Adblock Plus, the world's leading ad blocking browser extension... -
BASF: Corporate Advertising for 1992
Sales & Marketing Case Study11.95View Details Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign... -
USAA in the Digital World
Sales & Marketing Case Study11.95View Details -
Saatchi & Saatchi Co. PLC: Corporate Strategy
Strategy & Execution Case Study11.95View Details Saatchi & Saatchi, founded in 1970, became the world's largest advertising agency in 1986. It then diversified into consulting and other managerial areas... -
Alphabet's Google
Strategy & Execution Case Study11.95View Details The case is written from the perspectives of Larry Page, CEO of Alphabet and Sundar Pichai, CEO of Google. The case focuses on opportunities and challenges... -
D2Hawkeye: Growing the Medical IT Enterprise
Finance & Accounting Case Study11.95View Details In mid-March 2007, Chris Kryder sat in his office and thought about how to best finance his company's growth. Over the previous five years as founder...
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Research: The Emotions that Make Marketing Campaigns Go Viral
Sales & Marketing Digital ArticleHeat maps of viral content show what compels us to share. -
Hiring Successful Professionals: One Process-Multiple Goals
Organizational Development Case Study8.95View Details The best hiring practices help professional firms attract successful employees, equip newcomers with critical support networks, increase the firm's diversity... -
Pernod Ricard: Uncorking Digital Transformation
Management Case Study11.95View Details This case study explores the opportunities and challenges of the digital transformation journey of French wine and spirits company Pernod Ricard. As part... -
Are Your Ads Funding Disinformation?
Advertising Digital ArticleOnline advertising is opaque and often funnels money to sites that can damage your brand. Here’s how companies can protect themselves. -
Tech at Work: How the End of Cookies Will Transform Digital Marketing
Advertising AudioWhat will the end of third-party cookies mean for digital advertising, online publishing, and the open Internet? -
Qatar: Energy for Development
Strategy & Execution Case Study11.95View Details Despite being the richest country in the world on a per capita basis, for analysts Qatar belongs in the group of emerging markets considered "frontier... -
Procter & Gamble Co. (A)
Sales & Marketing Case Study11.95View Details An associate advertising manager at Procter & Gamble is considering several options to strengthen the company's position in the light duty liquid detergent... -
L'Oreal: Global Brand, Local Knowledge
Sales & Marketing Case Study11.95View Details Worldwide, and in the U.S. marketplace in particular, the French cachet of L'Oréal was one of its most powerful marketing tools. However, with the opening... -
Cann: High Hopes for Cannabis Infused Beverages
Sales & Marketing Case Study11.95View Details Founded in 2018 by Jake Bullock and Luke Anderson, Cann sold "social tonics," or cannabis-infused beverages. By 2022, the company had several notable... -
G. Heileman Brewing Co. (C): Public Controversy Over PowerMaster
Sales & Marketing Case Study5.00View Details Supplements the (A) case. Designed as an in-class handout.
