Archives posted in: Marketing
“More than 30 years after the call to integrate sales and marketing activities ,… we find no firms that had adopted this…
What drives engagement and loyalty for your brand? Many companies think they know the answer to this because they’ve relied on some…
A few years ago one of my students asked me to help him market his company’s products. The product line was a…
John Quelch was one of ten marketing experts profiled in the 2007 book, Conversations with Marketing Masters, authored by Laura Mazur and…
The trouble with the outbound role of product marketing is that we have an identity crisis on our hands-we’re misunderstood, misguided, and…
As one who is involved in trademark infringement litigation surveys, I have discovered the Internet as a means of probing the marketplace…
A Universitiy of Houston professor, Betsy Gelb, and two of her doctoral candidate students, Demetra Andrews and Son K. Lam, set off…
A group of four academicians and innovation consultants have come up with a new twist on segmentation. Rather than analyze the traditional…
The conventional wisdom is to segment markets by such things as demographics, psychographics, geographics, benefit/usage, buyer behavior dynamics and so forth. Now…
One of the more interesting intellectual property lawsuits in recent years is starting to unfold as two IP behemoths — Apple and…