Marketing Strategy:

... customer behavior is requiring nearly all marketers to adjust their marketing strategy to appeal to their changing customers. In Part 1, we discussed 5 reasons why adjustments are needed.  In Part 2, ...

... part of their overall marketing strategy.  In Part 1, we examine reasons 1 through 5.  ...

Bed, Bathrobe and Beyond (New York Times) Today we celebrate the 4,000th posting of stories to our Marketing Stories Archive. The Marketing Stories Archive began back on May 14, 2004 when we posted two ...

Craig Marks: I Want My MTV ( Studio 360 – NPR) As we discuss in our How to Write a Marketing Plan tutorial, marketing success often is measured by whether the results lead to the achievement of specific ...

Small Generic Drug Firms Need Niches to Survive Looming Price War (Reuters) Marketing is considered a relatively fluid discipline. While many other areas of business are slow to embrace change (e.g., ...

For Oreo, Cadbury and Ritz, a New Parent Company (New York Times) Following a long needed break to catch up on a number of projects, we are back to posting about marketing issues that are making news. ...

How to Disrupt an Overlooked Market (BusinessWeek) One marketing advantage small companies can have over large firms is to target market segments that are underappreciated by their larger competitors.  ...

Crowded Coupon Industry Competes for Users (MSNBC) The early Growth Stage of the Product Life Cycle is certainly an interesting place for companies and customers.  For many companies this is an exciting ...

The Borders Story: Is This the Final Chapter? (Newsweek) With the U.S. economy clearly on the path to recovery, we can now look back on the wreckage the recession left behind.  What we see is that many ...

Nation Branding: Shaking Off the Korea Discount (Knowledge @ Wharton) Establishing a recognizable brand is an essential goal for nearly all marketers.  No matter the type of product sold (good or service) ...

From Retired Brands, Dollars and Memories (New York Times) As noted in our Product Decisions tutorial, a well-marketed, recognizable brand can often obtain financial benefits in which the name of the ...

The Just-in-Time Consumer (Wall Street Journal) With the U.S. economy showing only slight signs of moving out of the doldrums, many consumer products companies selling in the U.S. are still reeling and ...

Capturing Hearts, One Upgrade at a Time (New York Times) Marketers face a difficult task when introducing products that are considered upgrades of existing products.  The key decision confronting these ...

After 181 Years, Local Beer Stops Playing Hard to Get (Wall Street Journal) Companies that are successful in a local or regional market often find that to grow further they must expand beyond their core ...

Gap Scraps New Logo After Taking Flak Online (MSNBC) A classic marketing mistake taught in nearly all basic marketing courses is Coca-Cola's 1985 decision to change the formula of their flagship Coke ...

Fast-Food Chains in Asia Cater Menus to Customers (USA Today) Marketing on a global scale is almost never easy.  The efforts and costs required in establishing a marketing base in foreign countries can ...

The “No Middleman” Middlemen (Stores Magazine) A key factor leading to success in retailing is to be the first with a unique business proposition.  For instance, for McDonalds it was understanding that ...

How LEGO Revived Its Brand (BusinessWeek) One of the trickiest decisions facing marketers is deciding when to move beyond what has made them successful and tackle something new.  This is because at some ...

... should happen to products in a growth market.  As discussed in the Planning with the Product Life Cycle tutorial, marketing strategy suggests that, in a growing market, early entrants should be able to ...

AT&T Phasing Out Unlimited Data Plans For Cellphones (Los Angeles Times) As we note in our Pricing Decisions tutorial, price setting is often a complicated decision and one in which many factors, ...