This website uses technical, customisation and analytical cookies, both first-party and third-party, to anonymously facilitate browsing and analyse statistics on use of the website. Learn more
Ivey Business School (Canada)
-
A Marketing Plan for Turbulent Times
Tim CalkinsArticle IVEY-9B09TB02-EMarketingNot all that long ago, the acronym KISS was so popular that many executives displayed it on their desks, either embedded in Lucite or sculpted in bronze. Keep It Simple Stupid was the preferred strategy of the time. That strategy - and the acronym -- is enjoying a limited revival in these difficult times, especially in the research-obsessed, insight-seeking marketing domain. These days, the tome-like marketing plan is out and the pithy pocket ver...Starting at €8.20
-
Profiting from the Rise of the Machines
Owen ShapiroArticle IVEY-9B15TB01-EMarketingHollywood has made much out of what the tech savvy call The Singularity, the moment a machine is capable of thinking better than its creators. Sophisticated forms of artificial intelligence, along with Big Data and the Internet of Things, have already created a communications network that operates much like a brain. For businesses, the “rise of the machines” will create opportunities to help consumers adjust to change. The social dislocation caus...Starting at €8.20
-
Why Mining Product Reviews Should Be on Retailers' Radar
Thomas WatsonArticle IVEY-9B15TC03-EMarketingMany early adopters of data mining wasted millions of dollars due to the significant amounts of dirty data contained in IT systems and the length of time required to build data warehouses. But the potential payoff of data mining has soared along with the growth of digital data. Today, thanks to the massive amounts of user-generated content online, firms do not need to build a data warehouse to benefit from data mining. Mining social media sites f...Starting at €8.20
-
Protect Your Brand: Join the Retail Fight Club
Haydn SimpsonArticle IVEY-9B15TD03-EMarketingProduct counterfeiters hurt more than just corporate bottom lines. They put millions of jobs at risk, not to mention threaten the health and well-being of consumers. And the problem is getting worse. By the end of 2015, the International Chamber of Commerce estimates that the value of counterfeit products will reach US$1.7 trillion, about two per cent of global economic output. In the past, retailers mainly had to deal with the problem of brand t...Starting at €8.20
-
The Business of Culture
Juan Luis SuárezArticle IVEY-9B15TD05-EMarketingCulture has long been considered marginal to the functional areas of business, but in the digital age culture is the new corporate interface. This article addresses common misconceptions about culture and suggests that we view it as information, while assuming that information makes and destroys communities. Firms must devise cultural strategies that allow them to deal with the communities that make up their ecosystem and take advantage of the di...Starting at €8.20
-
Rebranding in the Don’t-Blink Age
Sarah ClarkArticle IVEY-9B15TE02-EMarketingFor many firms it is time for an image checkup, especially if their budget, direction and markets have changed along with consumer attention trends. Everyone knows how important it is to make a good impression. But understanding how little time there is to do so is equally crucial, especially if firms want to ensure that their marketing materials are sufficient. Research suggests that firms have just a matter of seconds to attract the average per...Starting at €8.20
-
To Metaverse or Not to Metaverse isn’t the Question
Anne OlderogArticle IVEY-W28513-EMarketingDespite the hype, metaverse marketing isn’t a fad that brand strategists can ignore. Here are 6 mistakes to avoid when entering the emerging virtual world marketplace.Starting at €8.20
-
Emotion: What It Takes To Be a Product Leader
Peter Boatwright; Jonathan CaganArticle IVEY-9B10TE06-EMarketingMany companies have outstanding products in terms of performance, technology and features. And yet, surprisingly, sales don't take off. Readers of this article will learn how leading products and services captivate the marketplace by having more than just the functions and features that customers value. Leading products also inspire and deliver benefits through emotional fulfillment that customers enjoy and seek out.Starting at €8.20
-
Thriving With the Crowd: Marketing With (and Against) the New Influence Peddlers
Joshua Bellin; Paul F. NunesArticle IVEY-9B13TD01-EMarketingMarketers face new challenges in the era of crowdsourced opinions, where sites like TripAdvisor and Yelp allow consumers to share opinions that may contradict marketing messages. This article identifies ten sources of influence that can sway consumers, four of which (social networks, opinion aggregators, recommendation engines, and price comparison services) have only gained prominence recently. With the shift from traditional marketing channels ...Starting at €8.20
-
Driving Disruptive Growth
Berkeley WarburtonArticle IVEY-9B17TC06-EMarketingWe live in a world of digital disruption, hyper-personalization, just-in-time marketing, and artificial intelligence. To lead in today’s environment and meet the needs of today’s consumers, businesses must take advantage of the new tools that are available. Business leaders must empower their chief marketing officers (CMOs) to take control of their firms’ disruptive growth agendas. Failing to do so risks losing customers to a new wave of disrupti...Starting at €8.20