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Brand Architecture Defined
Brand architecture describes how a family of brands relate to one another. It indicates how many levels of branding there are (hopefully, no more than two or three), which brands are at each level,...
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Evolution of In-Store Advertising at the Point of Sale
It’s a researched fact that about 70% of customer decisions in retail are made at the point of sale and not because of some interrupting commercial you saw on TV. Due to this, retailers are trying...
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From Venti Lattes to Spider-Man: Adapting Global Brands for Success in China...
How can a company like Starbucks sell coffee to a nation of tea drinkers? What should Western marketers do when the mention of “office supplies” generates blank stares abroad? And how can firms tap...
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Exposure to luxury can alter decision making: study
The mere exposure to luxury goods can have a corrosive effect on decision-making that pushes individuals to put their interests over the interests of others, according to a Harvard Business School...
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The Art of Advertising: Surprising Media Strategies for Business Success
A successful business strategy always involves advertising, but not all of its forms are equal. Some of the most successful advertising campaigns have used unorthodox methods or clever timing to...
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How to Create an Effective Online Advertising Strategy
These days, any business can easily launch an online advertising campaign. But it takes skill and strategy for it to be effective. It involves thinking strategically of how to establish a true...
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Thinking about Strategic Planning
Strategic planning is viewed by some as an absolute waste of time and energy and by others as an absolutely critical part of managing a business. Figure 1 – Process Value vs Plan Value The object of...
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Market Segmentation to Grow Customers, Sales and Profits
Orchestrating a business turnaround, expanding customer base by 60 percent, and introducing a new product embraced by consumers in the midst of a deep recession are among the marketing successes of...
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Rocket Science Retailing: A Practical Guide
Whether you sell widgets, designer fashions, or life-saving drugs, mastering the art and science of better analytics can set you ahead of your competitors, according to HBS professor Ananth Raman and...
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Marketing Lessons from South Africa’s World Cup Playbook
Spain may have captured the 2010 World Cup in a rousing victory over the Netherlands, but the worldwide standstill that ushered in the global phenomenon is only just starting to ebb. Whether you are a...
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