Marketing

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Mind over Marketing

by Issue: November / December 2013

Building corporate brands can be a waste of time if your brand battles are not being fought on the proper battlefield.

The intelligence of the crowd

by , et al.Issue: July / August 2013

When the late great management thinkers C.K. Prahalad and Venkat Ramaswany introduced the concept of co-creation, around……

The Toyota recall: Missing the Forest for the Trees

by , et al.Issue: November / December 2011

A sticky accelerator pedal last year tarnished the once-vaunted reputation of the Toyota Motor Corporation. These authors,……

Social Networking: The Corporate Value Proposition

by , et al.Issue: May / June 2011

Marketers habitually find it hard to quantify the value of what they do, and their use of social networks is the latest……

Strategic innovation and the fuzzy front end

by Issue: March / April 2011

Innovation is a process, and while the introduction of a genuinely innovative product or service may be highly publicized……

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