Marketing
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Marketing Strategy
Why the Highest Price Isn’t the Best Price
Organizations can pick price points that provide both profits and long-term value to suppliers.
Digital Marketing
How Not to Market on the Web
Ads that complement online content can be effective — but not if they rouse consumers’ privacy concerns.
Digital Marketing
Morph the Web to Build Empathy, Trust and Sales
“Web site morphing” means that communicating — and selling — will never be the same.
Disruption
Understanding Your Customer Isn’t Enough
According to Clayton Christensen, companies should focus on the job customers are trying to get done when they use a product or service.
Marketing Strategy
Do-It-Yourself Brand Creation
What happens when user communities—connected by the Internet—start to create their own brands?
Innovation Strategy
The Power of a Mobilized Community
A new book highlights the role of communities in the diffusion of radical innovations.