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A
Primer on Behavioral Marketing |
This paper is the first in a series examining the concept of
behavioral marketing. In this Primer on Behavioral Marketing, we
explain what defines behavioral marketing, how it is different from
traditional marketing, why it works and how to begin adapting
behavioral marketing into your company’s online presence. pdf-file |
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A
Summary of “Crossing the Chasm” |
This paper summarizes key points from the book by Geoffrey A. Moore.
pdf |
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Accelerating Past the Chasm: Marketing, Adoption, and Discontinuity |
This writing looks back to the time when Chasm marketing was new and
discusses what it tells us today |
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Ambush Marketing: What it is, what it isn't |
Looking at the football World Cup one cannot fail to be aware of
ambush or guerilla marketing. With a large number of brands
undertaking effective football-related promotional activity, the
question needs to be asked whether there is any real value in being
an official sponsor of such an event. |
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Building the Business Case for Marketing Is Job One for Business
Marketers |
Proving marketing’s investment value, then marketing the function
itself, top the list of challenges ahead. Pdf-file |
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Can
good marketing carry a bad product? Evidence from the motion picture
industry |
We examine the relative roles of marketing actions and product
quality in determining commercial success. Using the motion picture
context, in which product quality is difficult for consumers to
anticipate and information on product success is available for
different points in time, we model the effects of studio actions and
movie quality on a movie’s sales during different phases of its
theatrical run. pdf. 2006 |
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Chasm Marketing: The Revised Technology Adoption Life Cycle |
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Corporate Blogs for Technology Businesses: Authentic Marketing at
Work |
There are many ways to market your company on the web. Now we have
another important alternative: the Corporate Weblog (blog). 2006 |
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Global Marketing |
A Model of Global Marketing in Multinational Firms: An Empirical
Investigation |
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I
am a Marketing Person - Not a Miracle Worker |
Whether you are working on a competitive analysis, datasheet, or
complete roll-out for a new product, this job is a hundred times
harder if the product was not designed with the market in mind. |
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ICC
International Code of Direct Marketing |
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In
Marketing, Logic Ain't Logic |
Ever wonder why big consumers of gourmet ice cream are also devotees
of diet soda? Forget it, because if logic worked in the marketplace,
we'd all be rich. |
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Innovation by the Bundle |
Instead of selling products or services separately, innovative
companies can bundle them into combinations that are more valuable
than the simple sum of their parts. Consumers will pay a premium for
such “lifestyle solutions,” and they will remain highly loyal to
those that deliver real value. pdf-file 302 KB. October 2003 |
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Inside Sales |
Not sure how to work with your sales and marketing departments?
Learn to speak the language of your colleagues; by Stewart Deck,
from CIO Magazine 2002 |
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Invitation Marketing - Ad Avoidance |
Invitation Marketing: Using Customer Preferences to Overcome Ad
Avoidance |
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Marketing Automation |
Ten reasons to invest, a preparatory list, and a decision tree to
selecting the best software |
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Marketing Departments |
Market knowledge, social capital and absorptive capacity: An
analysis of knowledge spillovers within marketing departments. This
working paper investigates how marketing professionals’
intra-departmental social network is associated with their knowledge
about customers, competitors, and technology. file-file |
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Marketing Leadership |
When Times Get Tough, Marketing Leadership Starts At The Top: Ray
Trapp, Winter 1999 |
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Marketing to Kids -- Do's and Don'ts |
Researchers often complain kids can't make the jump from concept to
real-world product. Well, now, you can say the same about some brand
managers. |
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Marketing: Underrated, Undervalued and Unimportant? |
A recent Accenture study reveals that few organizations can
articulate how marketing contributes value. Leading companies are
adopting a new approach to marketing based on customer insight – and
ensuring that the marketing workforce can successfully implement the
new approach. December 2003 |
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Mixed Up Over Identities |
This article reports the findings of a literature-based study that
sought to clarify the imensions of an organization’s identity, or
what is sometimes known as, “The corporate identity mix”. Pdf-file
518 KB. 2002 |
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Niche marketing |
What Business Are You Really In? The Art of Niche Marketing: Susan
Carter, Spring 2000 |
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Not
Just Effective but Efficient |
A New Blueprint for Marketing in an Era of Fragmented Media. Experts
from Booz Allen offer their recommendations on how to ease the
transition to more efficient and effective marketing. |
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Personalization |
A guide to Personalization 101, brought to you by three companies
that are doing it right. |
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Product Conception |
This article describes a product planning system that works well for
most companies |
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Product Design: Designed to be loved |
As consumers are increasingly drawn to ‘lively’ designs with an
element of surprise, creating products with true charisma becomes an
important way to differentiate a company from its rivals. |
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Product Marketing Defined |
The breadth and depth of the product marketing role |
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Reputation: a business critical asset |
This article examines why an enhanced reputation is necessary within
an emerging stakeholder economy, contemporary threats to reputation
and why more than ever an integrated approach is essential if such
perceptual assets are to be protected. |
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Revisiting Marketing’s Lawlike Generalizations |
pdf-file |
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Sponsorship Marketing |
How to capture the real value from sponsorship marketing. This paper
discusses the ins and outs of sponsorship marketing. It outlines how
to align the sponsorship property with business goals and discusses
the importance of measuring performance. It also offers guidelines
for negotiating contract terms and agreements, and the best ways to
design a market activation strategy. pdf-file 1.68 MB. 2003 |
TOP |
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Success Factors of Place Marketing |
A Study of Place Marketing Practices in Northern Europe and the
United States. Doctoral dissertation. 2003. Pdf-version available
for download |
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Taking Global Brands to Japan |
The world's ultimate luxury market can be a tough one to crack. Some
successful retailers offer their strategies. January 2004 |
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The
10 Big Bad Ugly Mistakes in Direct Mail |
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The
Antecedents of Sales-Marketing Collaboration: An Empirical
Investigation |
The successful marketing of fast moving consumer goods (fmcg)
demands coordinated and collaborative relations between sales and
marketing departments. However, while a large number of empirical
studies have focused on marketing’s relations with other functional
groups, the sales and marketing interface remains unexplored. pdf-file
153 KB. 2004 |
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The
new dominant logic of marketing: Views of the elephant |
This paper suggests that the type of product only moderates
marketing. Other developments, such as increasing choice and
complexity, are also influencing marketing practice. So is the
pressure for accountability. Pdf-file. 2004 |
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Top
ten marketing tips |
Article by Martin Payne of Through the Loop, Spring 1999 |
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Why
Should Marketing and Manufacturing Work Together? |
This paper presents an exploratory investigation of the
Manufacturing/Marketing (hereafter M/M) interface. Abstract, Pdf
document for download available |
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Your Company's Identity Crisis |
Consider these three hypothetical business communications challenges
involving a company's identity. Unless carefully addressed, they
clearly will send the chief communications executive right around
the bend. |
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