By understanding self, a common thread of storytelling loosely ties the marketing theory of “self-concept” together with the narrative view of “identity.”…the exploration of possessions and their role in storytelling may strengthen the bond between consumers and brands.
However, competition can become so intense that it can be counterproductive and lead to alarming behavior.
In today’s world of increasing complexity, unpredictability, and rapid pace there is more demand for innovation than corporations are currently able to meet.
What accounts for owners selling items for more or less than they are worth? Do sellers and buyers see the value of an item in the same way? Can a third-party agent impact the selling price of an item to net the seller a higher profit? This article offers some surprising answers.
A maniacal dedication to authentic purpose is what separates the strong from the weak in the competitive brand landscape.
Twitter is a form of electronic charisma that can attract or repel followers. This article explores the uses and limitations of Twitter and analyzes its success based on the definition of charisma.
Businesses can best benefit from social media by having a good overall strategy and knowing how to listen, participate, and measure results.
An integration of management and marketing approaches to market orientation is necessary to gain its full benefits, as evidenced by the success of Coach, H-P, Zara, and Ford.
Complaining customers give businesses a key opportunity to uncover problems and venture into new markets, as complaints are one of the least expensive market research tools around.
David W. Stewart, editor of the Journal of the Academy of Marketing Science shares his expertise and thoughts on Marketing Accountability.