Marketing Strategy

Brands may be less vulnerable to the vagaries of extension than is commonly feared.

Conceptual frameworks provide insight into creating marketing strategies targeted at groups.

Research indicates that buyers are more likely to perceive value in global brands.

Customer delight might not always lead to long-term satisfaction and loyalty.

If pricing isn’t a strategic capability — a contributor to a company’s ability to implement its strategy — it’s probably a strategic liability.

A new, easy-to-use procedure can help marketers determine customers’ willingness to pay.