Marketing
Marketing
In Treasure Hunt, Michael Silverstein augments the marketplace research and intimate consumer portraits he began in Trading Up (with Neil Fiske), offering a unique view into the low end of the buying...
“America’s middle-market consumers are Trading Up,” say Michael Silverstein and Neil Fiske—a cultural movement that has changed the landscape of the American brand. Trading Up...
We may work at different professions, but ultimately, we all sell something for a living -- whether it's a brand, a vision, an education, a direction, or a service...
In Think Like a Marketer, author Lauron Sonnier motivates businesses to stand out from the crowd and competition by demonstrating that marketing does not have to be complicated, it just has to be...
A new definition of value that explains how to create and add value within each of the key processes of marketing, engineering, acquisition, manufacturing, and customer service, while simultaneously integrating these...
According to Adrian Slywotzky, any company that remains in business long enough is certain to be struck by one or more risk events that have the potential to destroy business design. His premise is that the familiar...
As one of the largest for-profit health care companies, Humana has used marketing strategies once thought to be reserved for big business. The realization that the health care industry is becoming more of a business...
Few marketing managers think strategically about pricing, or manage their businesses so as to create the conditions that promote more profitable pricing. Their pricing decisions are generally made in reaction to a...
Simply bundling products and services and targeting different market segments does not mean a company is selling solutions. Being solution-centric means that an organization defines itself by the problems solved for...
In the past, marketing was viewed as a function that simply provided sales support. However, marketing has now become a strategic growth driver and is essential in communicating customer insights throughout the company...
