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HBS Working Knowledge
December 3, 2007
Julia Hanna |
Authenticity over Exaggeration: The New Rule in Advertising With consumers using the Internet to blunt traditional commercial message, it is time for companies to rethink their strategy, says HBS professor John A. Deighton.   |
CRM
November 2014
Maria Minsker |
How to Create the Right Content for the Right Social Channel Marketers should understand and leverage the unique qualities of each network to drive conversations and conversion. |
HBS Working Knowledge
November 29, 2010
Julia Hanna |
HBS Cases: United Breaks Guitars Harvard Business School marketing professor John Deighton and research associate Leora Kornfeld offers an object lesson in the dangers social media can bring for big, recognizable companies and their brands. |
CRM
January 2014
Sarah Sluis |
Social Media Leads Content Marketing Quickly digested forms of content distribution win out over in-depth methods. |
HBS Working Knowledge
November 26, 2012
Dina Gerdeman |
New Winners and Losers in Internet Economy Although much of the United States still struggles to recover from the 2008 economic crisis, the online world defies that bleak economic picture -- the Internet continues to put a growing number of Americans to work. |
Fast Company
August 2004
Linda Tischler |
The Good Brand Brands are less and less about what we buy, and more and more about who we are. That means your cola can't just taste good. It has to feel good, too. |
Pharmaceutical Executive
December 1, 2005
Meg Columbia-Walsh |
Direct to Consumer: Culturally Relevant Marketing Through culturally relevant marketing, pharma can seamlessly weave its brands into consumers' lives... Also: The 2005 Pharmaceutical Advertising and Marketing Excellence Award recipients... |
CRM
September 13, 2011 |
Facebook Fans More Likely to Recommend a Brand, Buy Products Report on consumer behavior highlights the need for small businesses to be active on Facebook. |
BusinessWeek
August 1, 2005
Berner & Kiley |
Global Brands The companies that best built their brand images, and made them stick. |
HBS Working Knowledge
February 5, 2009
John Quelch |
In Praise of Marketing Marketers do a surprisingly poor job of marketing the importance of marketing. Here is the story that needs to be told. |
The Motley Fool
February 1, 2005
Richard Gibbons |
The Top Brands of 2004 The Web magazine brandchannel announced that according to a readers' choice survey, Apple, Google, Ikea, Starbucks and Al-Jazeera were the top five global brands of 2004. To an investor, brands matter because they result in a long-term competitive advantage. |
CRM
January 2011
Augie Ray |
Consumers Depend on Us Being friended or followed is desirable; fostering trust is more important |
