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.
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.
What does the Internet, globalization, and digital media have in common and why does it matter to global organizations? This article evaluates the relationship.
The Book Corner offers reviews by Graziadio School faculty on a variety of books on business topics.
An overview of the critical issue of distinctiveness in trademark law and how a company’s marks and dress can be made as strong as possible.
The Book Corner offers reviews by Graziadio School faculty on a variety of books on business topics.
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.
The emergence of online discount brokerages, unbundling of services, and disintermediation are three trends that will continue to challenge the traditional role of the real estate broker.
Businesses can best benefit from social media by having a good overall strategy and knowing how to listen, participate, and measure results.
The Book Corner offers reviews by Graziadio School faculty on a variety of books on business topics.
What does it take to write a good business plan? What should entrepreneurs avoid? Should business plans be put on hold until the economy picks up?
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.
It is not uncommon for a manufacturer to choose to “tie” its consumers’ purchase of one product to a required purchase of another. This paper examines the costs and benefits.
David W. Stewart, editor of the Journal of the Academy of Marketing Science shares his expertise and thoughts on Marketing Accountability.
New do-not-call regulations make telemarketing more difficult and less profitable for businesses, but permission-based direct marketing is an effective tool.
Distraction, information, and compensation are common strategies that may mollify waiting customers.
Customer relationship management (CRM) is becoming the buzz in the halls of marketing today.
The traditional institutional sales representative is becoming a casualty to the move to electronic E2B supply chain management.
In trust-based relationships, customers may share ways in which we can better serve them.
The key to managing information and knowledge on the Internet is understanding and effectively using search engines.
A case study involving a private country club charged with increasing memberships to cover the cost of opening a second 18-hole golf course.
Ansoff’s Growth Strategy Matrix can identify six separate market conditions, or cells, which represent increasing risk for marketers for high-tech roll outs.