Archives posted in: Marketing

Major Commercial Policy Design Issues

By Tim J. Smith, PhD October 30, 2018

In this missive, I examine how companies selling to end customers through distributors and retailers can design their commercial policy.

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The Decline and Fall of Sears

By James T. Berger October 30, 2018

Sears was once the greatest retail employer in the nation. It was both the Walmart and Amazon of its day. But, the end of the 20th century brought the beginning of the retail icon’s end.

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Amazon the Kingmaker

By Kyle T. Westra September 29, 2018

Amazon’s Choice began as a solution for its Echo home device, which, when prompted by a user to buy an item not previously purchased, needed to know what to get. But its increasing presence in Amazon search results illustrates a problem with those results: there are simply too many.

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Ever Heard of Strategic Intelligence?

By James T. Berger September 29, 2018

Prof. Levine calls “strategic intelligence” the “secret sauce—the ability to anticipate competitors’ behavior and preempt it.”

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What are “Ironclad” Brands and How to Maintain Them

Polarization of Politics Having an Effect on Brand Management

By James T. Berger August 23, 2018

Trump has an ultra-loyal 35-40% of the electorate who will follow him anywhere. On the other hand, the anti-Trumpers have an equal or greater percentage of the population that feels exactly the opposite.

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Barnes & Noble Looking Like Latest Victim of Retail Maelstrom

By James T. Berger June 28, 2018

Mark Cohen, director of retail studies at Columbia University, also believes the end of B&N is inevitable. “This is late stage demise,” said Cohen. “They were the last man standing in a sense in the traditional brick-and-mortar space, but hey just haven’t figured out how to become relevant. Too little. Too late.”

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Why Every Business Should Invest in SEO

By Brooklin Nash May 23, 2018

SEO sometimes gets a bad rap. It’s too complicated, or it’s too expensive, or it takes too much time to be effective. I’m here to dispel all of those myths. In reality, SEO is a straightforward and cost-effective means of getting your brand out there.

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Brits Give Insight Into Toys ‘R Us Failure

By James T. Berger April 26, 2018

Another retail consultant Steve Dresser is also quoted in the BBC article: “Even if they (Toys R Us) didn’t want to give over their stores to the kinds of hands-on experience that you get in Hamleys or a Lego store, they should have done more to keep customers happy, been less functional, more on-trend.

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Will Nordstrom Survive the Amazon/Walmart Duopoly Onslaught?

By Tim J. Smith, PhD March 26, 2018

As Amazon and Wal-Mart continue to dominate e-commerce, Nordstrom has been faced with a unique challenge of growing its own e-commerce presence, and continuing to promote its differentiators against this duopoly.

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When Shortage Is Strategic

By Kyle T. Westra February 23, 2018

Shortages can be signals of excitement, quality, even virtue. “Sold out” is a powerful story for the right kind of product. Musk’s goal isn’t optimizing his earnings from flamethrowers. His goal is building excitement and investment around his companies. Selling out a flamethrower, and even a hat, does that in a big way.

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