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The Marketing Journal

Ideas, Insights and Best Practices

  • “Best Buy’s New Retail Strategy Is Panned … Again” – Karen Puckett and Mark Blessington

    “Best Buy’s New Retail Strategy Is Panned … Again” – Karen Puckett and Mark Blessington

    When Hubert Joly held his first investor meeting as CEO for Best Buy back on November 13, 2012, he announced a rescue strategy called “Renew Blue.” It focused on five initiatives: Reinvigorate and...

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  • “Marketing & Innovation in the 21st Century” – Kohzoh Takaoka, CEO, Nestlé Japan

    “Marketing & Innovation in the 21st Century” – Kohzoh Takaoka, CEO, Nestlé Japan

    Marketers need to be able to identify and solve customers’ problems as they change along with the times. Back in the 20th century, problems were often solved with products. In the 21st century,...

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  • “Do My Tweets Reach the C-Suite?” – Frank Grillo and Mark Blessington

    “Do My Tweets Reach the C-Suite?” – Frank Grillo and Mark Blessington

    Prevailing wisdom holds that Twitter is a valuable social media channel for B2B content marketing. Twitter reports that 288,000 CEOs and 366,000 startup founders are on Twitter. The Content...

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  • “How Can We Market Peace?” – Philip Kotler

    “How Can We Market Peace?” – Philip Kotler

    PHILIP KOTLER is known around the world as the “father of modern marketing.” For over 50 years he has taught at the Kellogg School of Management, Northwestern University, Evanston, Illinois....

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  • “Marketing Conscious Brands” – An Interview with Beatrice Pitocco, Brand Street Agency

    “Marketing Conscious Brands” – An Interview with Beatrice Pitocco, Brand Street Agency

    Beatrice Pitocco, is the founder and CEO of Brand Street Agency, an agency that helps socially conscious brands in moving to the next level of consumer awareness, both domestically and...

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  • “Top 3 B2B Brand Awareness Strategies” – Chris Hickman

    “Top 3 B2B Brand Awareness Strategies” – Chris Hickman

    How do you market your business to another business? In a way, it’s similar to marketing to consumers—except your consumer is a whole business. A lot of the same strategies used in B2C marketing...

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  • “A New Charter for Chief Marketing Officers” – Mohanbir Sawhney and Robert C. Wolcott

    “A New Charter for Chief Marketing Officers” – Mohanbir Sawhney and Robert C. Wolcott

    Introduction These are exciting and challenging times for Chief Marketing Officers. CMOs are being called upon not only to build brands and create compelling multi-channel communication...

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  • “The Non-Profit Marketing Challenge” – An Interview with Robert Freling, Solar Electric Light Fund

    “The Non-Profit Marketing Challenge” – An Interview with Robert Freling, Solar Electric Light Fund

    Since 1990, the Solar Electric Light Fund (SELF) has completed projects in more than 20 countries and pioneered unique applications of solar power such as for drip irrigation in Benin, health care...

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  • “The Connection Between Narrative and Purpose” – John Hagel

    “The Connection Between Narrative and Purpose” – John Hagel

    Narrative and purpose. These are two widely used words in business and life, yet they’re often loosely used. They’re really important words, so I want to at least clarify how I use them, because I...

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  • “Welcome to the Age of Demarketing” – Philip Kotler

    “Welcome to the Age of Demarketing” – Philip Kotler

    PHILIP KOTLER is known around the world as the “father of modern marketing.” For over 50 years he has taught at the Kellogg School of Management, Northwestern University, Evanston, Illinois....

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  • Book Review: “Contagious: Why Things Catch On” by Jonah Berger

    Book Review: “Contagious: Why Things Catch On” by Jonah Berger

    CEO’s, marketers, politicians, sociologists, and entrepreneurs alike, expend excessive time and resources to explore new ways to fuel buzz around their latest products, service, advertisements,...

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  • “How CMOs Can Build Trust” – Frank Grillo and Kimberly Whitler

    Houston, we have a problem. The CMO Trust Gap is real. Many CEO’s have low trust in their CMOs, and very few people trust marketers. As we learned in an interview with Kimberly Whitler and an...

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  • “The Fight for Brand USA” – Mark Blessington

    “The Fight for Brand USA” – Mark Blessington

    An intense fight is being waged over brand America.  While personal views certainly play a role, America’s top CEOs see something much bigger at stake: Should brand America shift toward what some...

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  • “The Silver Lining of Click Fraud” – David Rodnitzky and Frank Grillo

    “The Silver Lining of Click Fraud” – David Rodnitzky and Frank Grillo

    On July 27, the Wall Street Journal reported that P&G cut $100 million out of their second quarter digital ad spend with no adverse effect on their business.  They cut ads targeted by bots and...

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  • “The AREA Method: When A Good Strategy Is Not Enough” – Cheryl Strauss Einhorn

    “The AREA Method: When A Good Strategy Is Not Enough” – Cheryl Strauss Einhorn

    As marketers, we sometimes struggle to turn our strategies into results.  We asked renowned decision-making expert Cheryl Strauss Einhorn to explain how to execute on good ideas. Recently there’s...

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  • “Improving Economic Prosperity through Nation Branding” – David J Reibstein

    “Improving Economic Prosperity through Nation Branding” – David J Reibstein

    The most successful companies spend considerable time, energy, and money managing their brands. Would nations’ prosperity improve if they adopted similar brand strategies? The goal of the Best...

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  • BOOK REVIEW: “Simple Rules: How to Thrive in a Complex World” by Donald Sull and Kathleen M. Eisenhardt

    BOOK REVIEW: “Simple Rules: How to Thrive in a Complex World” by Donald Sull and Kathleen M. Eisenhardt

    What if I told you that you were thinking about strategy all wrong; that strategy didn’t have to come in an endless PowerPoint deck compiled by consultants, marketing or finance. What if I told...

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  • BOOK REVIEW: “Invisible Influence: The hidden forces that shape behavior” by Jonah Berger

    BOOK REVIEW: “Invisible Influence: The hidden forces that shape behavior” by Jonah Berger

    Without our realizing it, other people’s behavior has a huge influence on everything we do at every moment of our lives, from the mundane to the momentous occasion. Even strangers have a startling...

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  • “The Trust Gap Diagnostic” – Elsie Maio

    “The Trust Gap Diagnostic” – Elsie Maio

    The 2017 Edelman Trust Barometer confirms that trust is in crisis around the world. The general population’s trust in all four key institutions — business, government, NGOs, and media — has...

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  • “View: Should Marketing be Political?” – Karen Puckett and Mark Blessington

    “View: Should Marketing be Political?” – Karen Puckett and Mark Blessington

    Conventional wisdom has always held that marketers should steer well clear of politics, and some won’t hesitate to repeat the warning.  The downside risks were typically envisioned with horror and...

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