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The Marketing Journal

Ideas, Insights and Best Practices

  • “Driving Toward CRM 3.0 in the Automotive Industry” – Tom Colucci and Daniel Rubin

    The trend toward personalized marketing is global. Today, across the world, buyers expect companies to interact with them as individuals, on a personal level, in a timely fashion, and with...

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  • “Social Media Marketing: A Practitioner Guide” – An Interview with Marc Opresnik

     Dr. Marc Opresnik is a distinguished professor of Marketing and a member of the Board of Directors at SGMI Management Institute St. Gallen in Switzerland, a leading international business school....

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  • “The Driver in the Driverless Car” – An Interview with Vivek Wadhwa

    Vivek Wadhwa is a Distinguished Fellow at Carnegie Mellon University’s College of Engineering and a Director of Research at Duke University’s Pratt School of Engineering.  He is a globally...

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  • “The Impact of Social Media on Customer Experience” – Christian Sarkar

    By now most companies realize that they are competing on customer experience. What is not understood as well is the social imperative: social media is now perhaps the most critical component of...

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  • “Digital Twins, IoT, and the Future of Business” – An Interview with Sanjay Sarma

    As the co-founder of the Auto-ID Center at MIT, Sanjay Sarma developed many of the key technologies behind RFID standards used worldwide. He is the Vice President for Open Learning, and leads the...

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  • “W. A. Dwiggins: A Life in Design” – An Interview with Rob Saunders

    Rob Saunders is the founder of Letterform Archive, a nonprofit center that offers hands-on access to a curated collection of over 40,000 items related to lettering, typography, calligraphy, and...

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  • VIDEO: Scott Galloway – “How Amazon is Dismantling Retail”

    Professor Scott Galloway speaks about how Amazon is disrupting retail.  His insights are worth close attention. Not only has Amazon changed consumer shopping habits, it has changed the...

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  • “AI and Jobs to be Done: The Future of Work” – 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 ‘Four Rs’ of Event Return on Investment” – Michael Piddock

    Most marketers will be more than familiar with the Four Ps of the Marketing Mix – latterly increased to Six Ps or even Seven. So as a former CMO myself, I like it when concepts can be pinned to...

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  • “CMO SURVEY Update: Marketers to Spend on Analytics; Use Remains Elusive” – Christine Moorman

    Spending on marketing analytics—quantitative data about customer behavior and marketplace activities—is expected to leap from 4.6 percent to almost 22 percent of marketing budgets in the next...

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  • “CRM 3.0: Can Technology Bring Human Interaction Back to Marketing?” – Shirish Lal and Michel Feaster

    Years ago, marketing was exclusively implemented through human interaction — think personal outreach and door-to-door sales. As time went on and demographics and databases started to drive direct...

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  • “The Future of Shopping Malls: What Will Save Brick and Mortar?” – Madison Bloom

    Anchor stores were once the lifeblood of the shopping mall, drawing both customers and other tenants. But retail and the malls have changed, and consumers are more likely to shop the smaller...

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  • “The War for the Soul of Capitalism” – An Interview with Philip Kotler

    You have made a distinction between companies that care about their social obligations and companies that don’t. Why is this such a big deal?  Economists used to say that the only responsibility...

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  • “Can Wall Street Win in Sustainable Investments? The Social Function of Marketing for Good” – Elsie Maio

    The opportunity is here and now. Let’s dive into the investment ecosystem to survey from the inside the dynamics of the sustainable, or impact investing trend. I was moved to do so by the much...

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  • “Define Markets Around the Customer’s Job-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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  • BOOK REVIEW: “What to Do When Machines Do Everything” by Malcolm Frank, Paul Roehrig, and Ben Pring

    Artificial intelligence has left the laboratory (and the movie lot) and is in your building. It’s in your home. It’s in your office.
 From Alexa to Nest to Siri to Uber to Waze, we are surrounded
...

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  • “A Blueprint for Aligning Sales and Marketing” – Javed Matin

    “Highly aligned organizations achieved an average of 32% annual revenue growth – while less well-aligned companies reported an average 7% decline in revenue.” – The Aberdeen Group In  Aligning...

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  • “The Power of Content Marketing” – Jon Wuebben

    Content marketing is marketing.   It’s the standard now and it will still be the standard for connecting with your audience in 2030.  And that’s why I’m covering it, once again, in my new book,...

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  • “Tests for Customer Focused Companies” – John Hagel

    Most companies claim to be customer-focused, yet few are. In a world where customers (both end consumers and intermediate customers) are becoming increasingly powerful, all companies declare that...

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  • “How to Engineer Micro-Moments using 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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