August 2007
Many chief marketers still have narrowly defined roles that emphasize advertising, brand management, and market research. They will have to spread their wings.
Abstract
June 2007
Cammie Dunaway explains how she is preparing for the future by shifting the company’s marketing dollars to vehicles whose returns can be measured and by fostering intellectual curiosity.
Abstract
March 2007
By and large, executives are satisfied with their previous investments in Internet technology, and most are investing in trends that promote automation and networking online.
Abstract
August 2006
A rising demand for online ad vehicles could surpass supply in the near term.
Abstract
June 2006
An explosion of new customer segments, sales and service channels, media, and brands is challenging marketers to reinvent themselves so they can simultaneously prioritize opportunities in a more sophisticated way and increase the consistency and coordination of their marketing execution.
Abstract
November 2004
Better information is needed to help media companies understand this fast-changing market.
Abstract
December 2002
A changing media landscape is reshaping the way advertisers interact with consumers.
Abstract
November 2001
The traditional models of the incumbent media companies failed them on-line. Success will require innovative models managed with familiar techniques—such as a focus on efficiency and financial returns.
Abstract
October 2001
Marketers can build mutually valuable relationships with customers through a trust-based collaboration process.
Abstract
October 2001
In retrospect, most advertising-based Web sites were doomed from the start.
Abstract
August 2001
Life stage segmentation—long an effective off-line technique—can be a powerful, cheap, and easy-to-use tool for mass-market B2Cs.
Abstract
June 2001
Two widely disparate approaches to pricing have dominated the sale of goods and services on the Internet.
Abstract
November 2000
What marketing knowledge is specific to launching an e-business? Knowing when you can and can't cut corners, knowing what you have to know, and knowing that you don't have to know everything before the launch.
Abstract
November 2000
Trying to span all segments with a single offer won’t work. E-marketers should cultivate core-segment customers who buy items of greater than average value.
Abstract
November 2000
E-business practitioners accept discouraging assumptions about the nature of pricing on the Internet. Yet the Net could be a pricer’s paradise.
Abstract
May 2000
On the World Wide Web, the brand is the experience and the experience is the brand.
Abstract
August 1997
Will the Internet have as big an impact on advertising as radio and television did? Most marketing executives say no. Here’s why they are wrong.
Abstract
February 1997
Virtual communities will fundamentally change how companies develop, price, and promote their products. Marketers that “get it” will encourage community members to communicate with them and each other. The purpose of advertising will shift from building awareness to selling. There will be new levels of loyalty and disloyalty.
Abstract
November 1996
The lessons learned by the pioneers who launched initiatives on the Web suggest ways for other marketers to decide how best to organize themselves to reach the digital consumer.
Abstract
May 1996
Many companies are waking up to the potential of the interactive consumer market.
Abstract
November 1995
Will interactive media succeed in capturing advertisers’ interest? Research suggests the answer is “not yet.”
Abstract