The Marketing Journal

Ideas, Insights and Best Practices

  • “Seeking Strategic Advantage? Break Down Walls and Cultivate Networks” – John Hagel

    “Seeking Strategic Advantage? Break Down Walls and Cultivate Networks” – John Hagel

    Where’s the advantage? In traditional business strategy, the answer was easy: build a wall. The companies with the highest and strongest walls would win. In the Big Shift, that answer becomes less...

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  • “4 Principles for Inversion” – Sanjay Sarma and Linda Bernardi

    “4 Principles for Inversion” – Sanjay Sarma and Linda Bernardi

    In the face of abundant, disorienting disruption, some things will remain constants. Revenues and profitability will be the chief measures of success. Growth will continue to drive valuation and...

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  • “Finding Your Perfect Match:  What Social Issue Should Your Corporation Marry?” – Nancy Lee

    “Finding Your Perfect Match: What Social Issue Should Your Corporation Marry?” – Nancy Lee

    Imagine a world where the more than 50,000+ multinational corporations, or even the 500 largest in the world married a social issue (not just date), and then focused philanthropic support on that...

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  • “Marketers Without Borders” – Al Ries

    “Marketers Without Borders” – Al Ries

    “Doctors Without Borders” is doing an excellent job in supplying medical help to some of the poorest people on earth. But that’s only a small part of what they really need. What they really need...

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  • “Will the 4th Industrial Revolution Kill Store-Based Retailing?” – Philip Kotler

    “Will the 4th Industrial Revolution Kill Store-Based Retailing?” – Philip Kotler

    I am impressed with how many citizens – young, middle-age, and old – now use their smart phones to do their shopping.  They not only use their phone in the store to do comparison pricing.  More of...

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  • “The 5 Biggest Global Challenges for Indian Brands” – Matthew Hellman

    “The 5 Biggest Global Challenges for Indian Brands” – Matthew Hellman

    Expanding a brand is always a challenge. It requires positioning, awareness building, distribution, selling, delivering the brand promise, and so on. But Indian brands face five special challenges...

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  • “Pricing and the CEO” – Hermann Simon, Chairman, Simon-Kucher & Partners

    “Pricing and the CEO” – Hermann Simon, Chairman, Simon-Kucher & Partners

    We are observing an increasing involvement of CEOs in pricing, which has a significant impact on profit performance. The CEO’s role is threefold: strategic, cultural, and custodial. If a company...

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  • “The Inversion Factor: How IoT Changes Everything” – Sanjay Sarma and Linda Bernardi

    “The Inversion Factor: How IoT Changes Everything” – Sanjay Sarma and Linda Bernardi

    A World Defined by Vision The true limitation now is not our technology or expertise, but our thinking. Technology, especially Internet of Things (IoT) technology, is making it possible to imagine...

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  • “The Four Horsemen” – An Interview with Scott Galloway

    “The Four Horsemen” – An Interview with Scott Galloway

    Scott Galloway‘s The Four: The Hidden DNA of Amazon, Apple, Facebook, and Google is an instant classic. Instead of buying the myths these compa­nies broadcast, Galloway asks fundamental questions....

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  • “Market Segmentation:  Still the Bedrock of Commercial Success” – Malcolm McDonald

    “Market Segmentation: Still the Bedrock of Commercial Success” – Malcolm McDonald

    In light of the phenomenal advancements in marketing technology, it is important to dispel some of the popular myths surrounding market segmentation and explain why needs-based segmentation is...

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  • “Shifting from Persona to Person” – Matthew Hellman

    “Shifting from Persona to Person” – Matthew Hellman

    Introduction We live in volatile and unpredictable times. When we think we’ve got one thing (a great job, a closed deal, the perfect product, the right strategy) figured out—our world changes, and...

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  • “Capitalizing On Social Media Investments” – Christine Moorman

    “Capitalizing On Social Media Investments” – Christine Moorman

    Spending on social media is easy. In the most recent CMO Survey, marketing executives reported their companies currently spend 11 percent of marketing budgets on social media. This spend is...

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  • BOOK REVIEW: “My Adventures in Marketing” by Philip Kotler

    BOOK REVIEW: “My Adventures in Marketing” by Philip Kotler

    Everyone in the field of Marketing knows of Philip Kotler, author of Marketing Management, the seminal graduate level marketing textbook. Dr. Kotler turned 86 this year and has no desire to...

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  • “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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