Marketing

Insights

A women looks at her mobile phone in Zimbabwe. | Reuters/Philimon Bulawayo
February 2, 2018
Written

The Rebel Behind Africa’s Telecom Revolution

How Strive Masiyiwa used street theater (and lawyers) to dominate a mobile marketplace.

Insights

Tara Gitau | Photo by Anastasiia Sapon
November 15, 2017
Written

“Why Is She Telling Us to Eat Grass?”

The challenge of running a health food company in a country where being overweight is a sign of success.

Insights

a woman looks at her mobile phone | iStock/GaudiLab
January 8, 2018
Written

Disguised “Native” Ads Don’t Fool Us Anymore

Online shoppers are savvy enough to discern sponsored listings from organic content — but the ads still work.

Insights

Superstar Chef Bryan Caswell's Tex-Mex food haven El Real occupies a converted movie theatre and lights up Westheimer street in Houston| REUTERS/Richard Carson
November 6, 2017
Written

Tex-Mex: Culinary Sham or Authentic Cuisine?

Why the emergence of a now-ubiquitous food category can’t be explained by existing marketing theories.
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Latest Stories in Marketing

February 2, 2016
Written

How the NFL Turned the Super Bowl into a Money Machine

A sports management expert explains the economic impact of America’s largest sporting event.
January 6, 2016
Video

Jennifer Aaker: Why It Matters to Have Purpose in Your Life

People work harder if they feel that what they are doing has meaning.
December 16, 2015
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Jennifer Aaker: How to Use Humor to Improve Creativity

Humor can get you through long lines at Disneyland and a bad day at work.
December 10, 2015
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Jennifer Aaker: Capturing the Power of Empathy

Why product designers should put themselves in the shoes of their consumers.
November 25, 2015
Written

How Our Self-Control Affects the Way We See Risk

Research shows that people with low self-control tend to underplay the negative consequences of their decisions.
November 23, 2015
Written

William Barnett: The Value of Fuzzy Market Categories for Entrepreneurs

Sometimes it pays to define your product market more broadly.
September 18, 2015
Written

The “Wild West” of Innovation is Hotter Than Ever

How to become part of the future of the Internet of Things.
September 3, 2015
Written

How to Handle Audience Skepticism

Anyone with a novel idea, from an entrepreneur to a product marketer, should know how to handle a suspicious audience.
August 14, 2015
Written

Where Does Your Product Fit in the Market?

The best entrepreneurs marry conviction with adaptability.
August 4, 2015
Written

Is the Responsible Food Trend Sustainable?

The organic food movement has momentum, explains an owner of San Francisco grocer Bi-Rite Market.