Posts by: James T. Berger
The conventional wisdom in the public relations business is that being a good corporate citizen is “good business.” Companies that invest in socially responsible activities are believed to receive some payback in the form of goodwill or good publicity. Remarkably this may not be the case.
More Ambush Marketing, coined in the 1980s by Jerry Welsh, is a marketing strategy in which a competing brands connects itself with a major sporting event without paying any sponsorship fee. Will it succeed in the upcoming London Olympics?
More Do we have the “Seinfeld syndrome,” generating interest from hard-nosed investors in a business concept about nothing? A look at Facebook’s IPO
More What secrets can we gain from Bezos, Jobs, Zuckerberg, Mackey, Kelleher, and Walton? Examine Fortune’s 12 greatest entrepreneurs of our time.
More The transformation from ultra-cheap Lucky Goldstar to upscale LG Electronics has been nothing short of remarkable. Credit goes to Michael Ahn, who guided the branding effort for LG Electronics North America before stepping down as the Group’s president and CEO in 2010.
More Are irritating fees undermining marketers’ hope for establishing relationships with consumers and creating “customers for life.” Read on…
More What do Eastman Kodak, Sears Roebucks, K-Mart and American Airlines have in common? They are all U.S. corporate icons on the verge of implosion and each one of these likely failures is through a fault of corporate marketing management. The rules for marketing are pretty simple. So what is “marketing?”
More A few months ago, the future of Netflx looked quite bleak after a serious of pricing mistakes and the creation and destruction of a separate company for streaming videos without the mail component. Is there hope yet?
More Starting with the dot.com bubble of a few years ago, marketers have been intrigued by the new Internet technologies and their profit-making potential. Huge amounts of investment capital have flowed into these ventures and most quickly collapsed victimizing both employees and investors. Now, we find ourselves in the midst of another round of promising schemes based on the “social networking” movement. One of stars of this movement is “Twitter.” The problem is how is this concept going to make money?
More For some reason, consumers often find the underdog more attractive than the category leader, according to research done by Harvard Business School Professor Anat Keinan. In this article, we examine some of the drivers that makes underdog marketing successful.
MoreAbout The Author
