A
Primer on Behavioral Marketing |
This paper is the first in a series examining the concept of
behavioral marketing. In this Primer on Behavioral Marketing, we
explain what defines behavioral marketing, how it is different from
traditional marketing, why it works and how to begin adapting
behavioral marketing into your company’s online presence. pdf-file |
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A
Summary of “Crossing the Chasm” |
This paper summarizes key points from the book by Geoffrey A. Moore.
pdf |
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Accelerating Past the Chasm: Marketing, Adoption, and Discontinuity |
This writing looks back to the time when Chasm marketing was new and
discusses what it tells us today |
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Ambush Marketing: What it is, what it isn't |
Looking at the football World Cup one cannot fail to be aware of
ambush or guerilla marketing. With a large number of brands
undertaking effective football-related promotional activity, the
question needs to be asked whether there is any real value in being
an official sponsor of such an event. |
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Can
good marketing carry a bad product? Evidence from the motion picture
industry |
We examine the relative roles of marketing actions and product
quality in determining commercial success. Using the motion picture
context, in which product quality is difficult for consumers to
anticipate and information on product success is available for
different points in time, we model the effects of studio actions and
movie quality on a movie’s sales during different phases of its
theatrical run. pdf. 2006 |
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Chasm Marketing: The Revised Technology Adoption Life Cycle |
Moore says that attitudes toward the adoption of new technology
become significant, from a marketer's standpoint, any time users are
introduced to products that require them to change behavior or
modify other products and services they rely upon. Products causing
this pattern are referred to as discontinuous innovations. A basic
marketing model was created based on discontinuous innovations,
relating to psychographic buying habits, forming a bell curve with
divisions roughly equivalent to where standard deviations would
fall. |
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I
am a Marketing Person - Not a Miracle Worker |
Whether you are working on a competitive analysis, datasheet, or
complete roll-out for a new product, this job is a hundred times
harder if the product was not designed with the market in mind. |
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Local Impact Marketing |
Local impact marketing is a grass-roots, "experiential" technique
that uses localized tactics to tap into customers' senses and create
a more personal, longer-lasting brand experience. It's no longer
just for cash-strapped start-ups--it's the fastest growing
discipline in business. pdf 2009 |
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Marketing Leadership |
When Times Get Tough, Marketing Leadership Starts At The Top: Ray
Trapp, Winter 1999 |
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Mixed Up Over Identities |
This article reports the findings of a literature-based study that
sought to clarify the imensions of an organization’s identity, or
what is sometimes known as, “The corporate identity mix”. Pdf-file
518 KB. 2002 |
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Niche marketing |
What Business Are You Really In? The Art of Niche Marketing: Susan
Carter, Spring 2000 |
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Not
Just Effective but Efficient |
A New Blueprint for Marketing in an Era of Fragmented Media. Experts
from Booz Allen offer their recommendations on how to ease the
transition to more efficient and effective marketing. |
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Personalization |
A guide to Personalization 101, brought to you by three companies
that are doing it right. |
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Precision Marketing: Five Ways to Make Better Marketing Decisions |
Once at the mercy of marketers, customers have developed coping
mechanisms to combat the torrent of information and messages that
come their way. Companies need to move past traditional approaches
to get their attention. Here are five principles that can help you
better focus your marketing investment decisions in challenging
world of new technologies and delivery channels. pdf 2008 |
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Product Conception |
This article describes a product planning system that works well for
most companies |
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Product Marketing Defined |
The breadth and depth of the product marketing role |
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Success Factors of Place Marketing |
A Study of Place Marketing Practices in Northern Europe and the
United States. Doctoral dissertation. 2003. Pdf-version available
for download |
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The
Antecedents of Sales-Marketing Collaboration: An Empirical
Investigation |
The successful marketing of fast moving consumer goods (fmcg)
demands coordinated and collaborative relations between sales and
marketing departments. However, while a large number of empirical
studies have focused on marketing’s relations with other functional
groups, the sales and marketing interface remains unexplored. pdf-file
153 KB. 2004 |
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The
new dominant logic of marketing: Views of the elephant |
This paper suggests that the type of product only moderates
marketing. Other developments, such as increasing choice and
complexity, are also influencing marketing practice. So is the
pressure for accountability. Pdf-file. 2004 |
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Top
ten marketing tips |
Article by Martin Payne of Through the Loop, Spring 1999 |
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Your Company's Identity Crisis |
Consider these three hypothetical business communications challenges
involving a company's identity. Unless carefully addressed, they
clearly will send the chief communications executive right around
the bend. |
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