Those who live and breathe marketing have a problem: we can never fully unplug. Marketing follows us wherever we go. The TV ads, the social media forums, the direct e-mail – there’s a constant wondering of the strategic idea behind a campaign, whether the target audience was properly selected, and whether the channel mix works. Or perhaps this is just me and I’m projecting. Let’s move on.
Following my last post on globalization and its ramifications for the structure of global marketing functions, I spent a week trying to unplug in Italy (thank you, Starwood points). What spurred the above introduction was the amazing difference in marketing communications techniques required in the Italian market versus the United States – both industrialized Western countries with heavy penetration of traditional and digital media. Similar on paper, far different in practice. Read More »
Launching a new product and want customer advocates to help spread the word for you? See what you can learn from National Instruments’ LabView product launch (a software program for engineers). The launch campaign, which won 
History is ripe with famous feuds: the Capulets and Montagues, Alexander Hamilton and Andrew Burr, or, as I glibly noted in a previous post, 
Perhaps you’ve seen episodes of 
