Marketing
Latest
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
Do-It-Yourself Brand Creation
What happens when user communities—connected by the Internet—start to create their own brands?
Innovation Strategy
The Power of a Mobilized Community
A new book highlights the role of communities in the diffusion of radical innovations.
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.
Customers
Customer Education Increases Trust
Service companies shouldn’t worry about teaching their customers too much.
Analytics & Business Intelligence
Wanted: Time to Think
Creative insights require time – and a pace at odds with today’s accelerated economy.
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.