Marketing Archives

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Moving from Misuse to Bricolage

In today’s world of increasing complexity, unpredictability, and rapid pace there is more demand for innovation than corporations are currently able to meet.

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FOR SALE BY OWNER for Less than It Is Worth

FOR SALE BY OWNER for Less than It Is Worth

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.

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Rock climbing

Creating Advocates: A Values-Oriented Approach to Developing Brand Loyalty

A maniacal dedication to authentic purpose is what separates the strong from the weak in the competitive brand landscape.

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Twitter bird

The Charisma of Twitter

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.


Social Media Network

2010 Student Paper Winner: Using Social Media to Grow Your Business

Businesses can best benefit from social media by having a good overall strategy and knowing how to listen, participate, and measure results.

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How Coach, H-P, Zara, and Ford Profited from a Comprehensive Application of Market Orientation

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.

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Believe It: Complaints Are Gifts

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.


Do Not Call!*

New do-not-call regulations make telemarketing more difficult and less profitable for businesses, but permission-based direct marketing is an effective tool.

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Waiting Games People Play

Distraction, information, and compensation are common strategies that may mollify waiting customers.


The Death of the Sales Force

The traditional institutional sales representative is becoming a casualty to the move to electronic E2B supply chain management.