Disruption
Understanding Your Customer Isn’t Enough
According to Clayton Christensen, companies should focus on the job customers are trying to get done when they use a product or service.
Marketing Strategy
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Marketing Strategy
Do-It-Yourself Brand Creation
What happens when user communities—connected by the Internet—start to create their own brands?
Analytics & Business Intelligence
The Prediction Lover’s Handbook
Assessment tools for better-informing decisions have proliferated. Which ones work?
Executing Strategy
A Manager’s Guide to Human Irrationalities
People aren’t stupid – they just often act that way. Noted behavioral economist Dan Ariely explains what that should mean for strategists.
Business Models
A Plan to Invent the Marketing We Need Today
Seven strategies that can make marketing both relevant and rigorous in today’s world.
Marketing Strategy
International Perspectives on Counterfeit Trade
Executives’ perceptions of the motives of pirates and purchasers vary by country.
Marketing Strategy
Discounting Do’s and Don’ts
Recent evidence shows that some discounts and sales can be detrimental.
Marketing Strategy
When Consumers Go to Extremes
Consumer preference is determined by how their options are presented.
Marketing Strategy
Finding the Right Job For Your Product
Most companies segment their markets by customer demographics or product characteristics and differentiate their offerings by adding features and functions. But the consumer has a different view of the marketplace. He simply has a job to be done and is seeking to “hire” the best product or service to do it. Marketers must adopt that perspective.
