Tag Archives: Marketing

New Product: WARC

The IESE Library now has access to WARC (World Advertising Research Center), an excellent resource for marketing and advertising. WARC provides the largest single source of intelligence for the marketing, advertising, media and research communities worldwide. Includes information and advice on almost any advertising and marketing issue, delivered via best practice guides, case studies, research …
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The attention merchants: from the daily newspaper to social media, how our time ans attention is harvested and sold by Tim Wu

Overview: “From Tim Wu, author of the award-winning The Master Switch and who coined the phrase “net neutrality”–a revelatory look at the rise of “attention harvesting,” and its transformative effect on our society and our selves. Attention merchant: an industrial-scale harvester of human attention. A firm whose business model is the mass capture of attention …
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Play bigger: how rebels and innovators create new categoties and dominate markets by Al Ramadan, [and three others].

Overview: The founders of a respected Silicon Valley advisory firm study legendary category-creating companies and reveal a groundbreaking discipline called category design. Winning today isn’t about beating the competition at the old game. It’s about inventing a whole new game—defining a new market category, developing it, and dominating it over time. You can’t build a …
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Commoditization in chemicals: Time for a marketing and sales response

Most chemical companies are grappling with increasing commoditization. Rethinking the commercial operating model can help protect margins. McKinsey offer this article as a thought starter to help chemical company leaders get moving. The article is available from the McKinsey website.

Advertising, Marketing & Public Relations

Factiva offers a gamma of Industry Snapshots to offer readers a glimpse of the most relevant data about a particular industry and includes a comprehensive one-page summary. “Advertising, Marketing & Public Relations” is a good example where you can find targeted news, reports, charts, analysis and financial data. The full text of the report is available on …
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Winning global markets: how businesses invest and prosper in the world’s high-growth cities by Philip Kotler and Milton Kotler

Overview: A new marketing paradigm focuses on the concentrated economic power of 600 global cities. City-Centered Marketing: Why Local is the Future of Global Business is a compelling practical analysis of a new direction of marketing within the context of intensifying urbanization and the shift of global economy from West to East. Philip Kotler, one …
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Reinvent Yourself to Get Ahead. Innovating in Marketing

The companies that have suffered most in the aftermath of the economic crisis are those that have failed to innovate in the marketing terrain, according to a new study conducted by IESE professors Cosimo Chiesa and Julián Villanueva. The report highlights the importance of marketing innovation in terms of boosting a firm’s competitiveness and guaranteeing …
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Marketing 3.0: From Products to Customers to the Human Spirit by Philip Kotler, Hermawan Kartajaya, Iwan Setiawan. ISBN: 9780470598825

Synopsis   The new model for marketing – Marketing 3.0 – treats customers not as mere consumers but as the complex, multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. In Marketing 3.0, world-leading marketing guru Philip Kotler, famous for his …
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The Rise of Health 2.0: A Game-changer in the Health Care Industry

With the growth of online technology and mobile innovations, health information has never been more accessible. Given the constraints of working in a tightly regulated environment, life sciences companies (pharma, biotech and medical devices) have moved slowly to adopt Health 2.0, treating it as a minor component of their commercial strategies and marketing plans. In …
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Chaotics: the business of managing and marketing in the age of turbulence by Philip Kotler and John A. Caslione. ISBN: 9780814415214

We have entered into an entirely new era, an age of increasingly frequent and intense periods of turbulence in the global economy. Unlike past recessions, today’s crises have precipitated a need for businesses to develop a new mindset, one that takes into account intermittent periods of disturbance, allowing them to thrive while under the constant …
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