The Marketing Journal

Ideas, Insights and Best Practices

  • “Be Different, Not Better” – Christopher Lochhead and Heather Clancy

    “Be Different, Not Better” – Christopher Lochhead and Heather Clancy

    Christopher Lochhead is co-author with Heather Clancy of the new Niche Down: How to Become Legendary by Being Different and the Harper Collins “instant classic”: Play Bigger: How Pirates, Dreamers...

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  • “Delta’s Customer-Centric Success: Implications for B2B Sales and Marketing” – Frank Grillo and Mark Blessington

    “Delta’s Customer-Centric Success: Implications for B2B Sales and Marketing” – Frank Grillo and Mark Blessington

    Companies vary tremendously in how they strive to be customer centric. But most agree that customer-centricity is a key to achieving high customer satisfaction and company profits. Many of today’s...

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  • “Don’t Be Evil: When Employees Stand Up to Save the Brand” – Philip Kotler and Christian Sarkar

    “Don’t Be Evil: When Employees Stand Up to Save the Brand” – Philip Kotler and Christian Sarkar

    What happens when employees decide their company should not pursue a customer or a project?  Do they have the right to be conscientious objectors? At Google, that’s exactly what happened. This...

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  • “Marketing in the Age of Alexa” – An Interview with Niraj Dawar

    “Marketing in the Age of Alexa” – An Interview with Niraj Dawar

    Niraj Dawar is a professor of marketing at the Ivey Business School and the author of Tilt: Shifting Your Strategy from Products to Customers (Harvard Business Review Press, 2013). He is the...

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  • “Why Focusing on Marketing Spend Is a Mistake” – Kimberly A. Whitler

    “Why Focusing on Marketing Spend Is a Mistake” – Kimberly A. Whitler

    Marketing budgets. For some reason, this is a popular topic among news organizations. And I wonder why. Why do reporters and research organizations spend so much time talking about how much money...

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  • Customer Culture: An Interview with Artem Agabekov, CEO and founder of Fabrika Okon

    Customer Culture: An Interview with Artem Agabekov, CEO and founder of Fabrika Okon

    Artem Agabekov is the CEO and founder of Fabrika Okon (which means Window Factory), a Russian company founded in 2004. It is the largest manufacturer and supplier of windows in Moscow,...

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  • “A Toy Story: LEGO, Aristotle, and the Business of Play” – Todd Weir

    “A Toy Story: LEGO, Aristotle, and the Business of Play” – Todd Weir

    The Lego Universe Whenever you think about the LEGO Universe—which seems to be taking over a larger and larger percentage of the Infinite Prototype we all live in—you really have to talk about...

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  • “Proving the Value of Third-Party Data” – Don Sutherland, David Mendelsberg and Mark Blessington

    “Proving the Value of Third-Party Data” – Don Sutherland, David Mendelsberg and Mark Blessington

    As seems to be true of all things marketing these days, third-party data acquisition expenditures are rising. The data broker industry is forecasted to have a compound annual growth rate of...

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  • “Conscious Fashion” – An Interview with White Champa’s Anjana Das

    “Conscious Fashion” – An Interview with White Champa’s Anjana Das

    Founded in 2006 by Anjana Das, White Champa is a global brand that bridges cultures to build a conscious fashion ethic. The company is based in Berlin, New Delhi, and Manila, and strives to create...

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  • “DOWNLOAD: The Jobs-to-be-Done Canvas” – Tony Ulwick 

    “DOWNLOAD: The Jobs-to-be-Done Canvas” – Tony 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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  • “Delivering Customer Outcomes versus Selling Products: The GE Digital Case” by Frank M. Grillo and Karl Hellman

    “Delivering Customer Outcomes versus Selling Products: The GE Digital Case” by Frank M. Grillo and Karl Hellman

    At one time, customers educated sales people about their business needs and provided information to help them shape customized solutions. Today, the internet has transformed the way information is...

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  • “The CX Audit: Breaking Down Customer Experience Management” – Katherine N. Lemon, Peter C. Verhoef and Jon Dome

    “The CX Audit: Breaking Down Customer Experience Management” – Katherine N. Lemon, Peter C. Verhoef and Jon Dome

    Managing your customer’s experience, or customer journey is one of the most complex strategic marketing challenges marketers face. Customer experience is at the heart of effective marketing. In...

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  • “Brand Intimacy” – An Interview with Mario Natarelli

    Why use yesterday’s thinking for tomorrow’s challenges? From Amazon to Apple, Whole Foods to Harley Davidson, we all have strong emotional connections to the brands we love. Yet in recent years,...

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  • Customer Culture: An Interview with Luke Jecks, Former CEO, Naked Wines International

    Customer Culture: An Interview with Luke Jecks, Former CEO, Naked Wines International

    Luke Jecks is Former CEO of Naked Wines International – an online wine business that operates in the US, the UK and Australia. He was also the founder of the Australian business. The company...

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  • “Does CEO Activism Create a More Human Brand?” – Frank Grillo and Mark Blessington

    “Does CEO Activism Create a More Human Brand?” – Frank Grillo and Mark Blessington

    CEO views on social issues are being heard like never before. The internet, social media, and Twitter in particular give CEOs with global brands a voice that can reach across the world. Some say...

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  • “Are You Ready for The New Age of Commerce?” – Orly Zeewy

    “Are You Ready for The New Age of Commerce?” – Orly Zeewy

    Welcome to the Revolution We are living in the Digital Revolution, also referred to as the Third Industrial Revolution. Technology has forever changed the way we work, play and make buying...

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  • “Breaking Out of the Trap of Diminishing Returns” – John Hagel

    Below the surface of current events, buried amid the latest headlines and competitive moves, executives are beginning to see the outlines of a new business landscape. Performance pressures are...

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  • “How to Monetize Car Data with Jobs-to-be-Done and CRM 3.0” – Daniel Rubin and Jennifer Miles-Losapio

    “How to Monetize Car Data with Jobs-to-be-Done and CRM 3.0” – Daniel Rubin and Jennifer Miles-Losapio

    The car data just keeps pouring in. Numerous vehicle sensors have been hitting the road for years and are generating tons of owner and vehicle data. It is estimated that over eight million cars...

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  • “DETONATE” – An Interview with Geoff Tuff and Steven Goldbach

    “DETONATE” – An Interview with Geoff Tuff and Steven Goldbach

    Geoff Tuff is a principal of Deloitte Consulting LLP and a senior leader of the Innovation and Applied Design practices. With more than 25 years of experience, Geoff’s work centers around helping...

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  • “Making Marketing Human: Lessons from Chick-fil-A” – Frank Grillo and Karl Hellman

    “Making Marketing Human: Lessons from Chick-fil-A” – Frank Grillo and Karl Hellman

    In this era of big data and algorithm-driven marketing, it’s tempting to step back and let the computers do our marketing thinking for us. Amazon and Netflix study the books and movies you have...

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