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The Marketing Journal

Ideas, Insights and Best Practices

  • “Getting Started With Jobs-to-be-Done Theory” – Anthony Ulwick

    Tony Ulwick is the pioneer of jobs-to-be-done theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of the strategy and innovation consulting firm Strategyn.  He is...

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  • “Finally, Brand Activism!” – Philip Kotler and Christian Sarkar

    Historically, most brands have been marketed on their performance characteristics. “Our toothpaste is better than yours.” We’re is better at “whitening teeth,” “preventing cavities,” or giving you...

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  • “Law of Small Numbers Redux” – Mark Blessington & Karl Hellman

    In their famous article that contributed a great deal to an eventual Nobel Prize in Economics, Amos Tversky and Daniel Kahneman presented their discovery that people, including noted experts in...

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  • “How To Fail At Jobs-to-be-Done” – Anthony Ulwick

    Tony Ulwick is the pioneer of jobs-to-be-done theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of the strategy and innovation consulting firm Strategyn. He is...

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  • “The Unmet Need for Trusted Talent Advisors” – John Hagel

    In a world that’s changing ever more rapidly, we all need trusted advisors. It’s a significant unmet need that creates a very attractive business opportunity. This has been a central part of my...

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  • “Marketing 4.0” – A Podcast Interview with Philip Kotler

    MORE INFO: Marketing 4.0: Moving from Traditional to Digital by Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan Democracy in Decline by Philip Kotler Confronting Capitalism by Philip Kotler...

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  • “Building the Internet of Things” – An Interview with Cisco’s Maciej Kranz

    Maciej Kranz brings 30 years of computer networking industry experience to his position as Vice President, Corporate Technology Group at Cisco. He leads the group focused on incubating new...

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  • “Driving Toward The Digital Marketing Organization” – Christine Moorman

    The CMO Survey asked marketing leaders to rank a set of marketing capabilities in terms of importance and to identify their organizations’ biggest gaps in these same marketing capabilities....

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  • “Learning from Forecast Disasters” – Mark Blessington

    The 2016 presidential election forecast may be one of the worst forecasting disasters of the modern era. It is arguably in the same league as the sub-prime mortgage forecasts that led to the Great...

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  • “Best Practice: Managing Risk – Take a Holistic Approach to Marketing” – Christi Cannon

    Brand marketing has never been more complex or more perilous than it is today. Day in and day out, marketing efforts go wrong. People lose their jobs. Companies get sued. Brands cease to exist. As...

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  • “The 4 Cs of B2B Sales Performance” – Javed Matin

    In today’s hypercompetitive B2B world, every sales leader is challenged, or maybe I should say stressed-out, by four key questions: Is there adequate coverage in the sales pipelines to make the...

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  • “The Jobs-to-be-Done Growth Strategy Matrix” by Anthony Ulwick

    Tony Ulwick is the pioneer of jobs-to-be-done theory, the inventor of the Outcome-Driven Innovation® (ODI) process, and the founder of the strategy and innovation consulting firm Strategyn. He is...

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  • “The Content Marketing Trust Fall” – An Interview with Frank Grillo, CMO of Harte Hanks

    Can you help us cut through the clutter and share your views on how the best content marketers stand out from the rest? In some ways, content marketing is a well-worn topic. But content marketing...

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  • “Branding as a Job to be Done” – An Interview with Clayton Christensen

    Clayton Christensen is the Kim B. Clark Professor of Business Administration at the Harvard Business School, where he teaches one of the most popular elective classes for second year students,...

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  • “The Road Ahead: Marketing’s Biggest Challenges” – An Interview with Bernie Jaworski (Part 2)

    Bernie Jaworski is the Drucker Chair in Management and the Liberal Arts, which is named in honor of Peter Drucker, the founder of modern management and the namesake of the Drucker School. The...

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  • “Strategy Made Simple – The 3 Core Strategy Questions” by John Hagel

    In increasingly turbulent and complex times, we understandably fall prey to a dangerous temptation – both as institutions and individuals. We’re tempted to abandon long-term strategy and fall back...

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  • “The Road Ahead: Marketing’s Biggest Challenges” – An Interview with Bernie Jaworski (Part I)

    Bernie Jaworski is the Drucker Chair in Management and the Liberal Arts, which is named in honor of Peter Drucker, the founder of modern management and the namesake of the Drucker School. The...

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  • BOOK REVIEW: “PRE-SUASION: A Revolutionary Way to Influence and Persuade” by Robert Cialdini

    In 1984 Robert Cialdini published Influence – his classic work on persuasion. Influence gave us the now famous six principles that govern the science of influence: Reciprocity: The obligation to...

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  • “The Opening of the American Mind: Intercultural Affinity Segmentation” by Mike Lakusta and Aret Ratyosyan

    A profound change has taken place in the cultural landscape of the US. For the first time, a majority of America (53%) now live in a household with high multicultural influence. The foreign born...

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  • VIDEO: Where are we headed? The AMA’s Russ Klein interviews Phil Kotler

    The Father of Modern Marketing shares his views with Russ Klein: Russ Klein & Dr. Philip Kotler from American Marketing Association on Vimeo.

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