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Pricing and Year-end Budgeting
Retailers are stuffing our mailboxes and email inboxes with last-minute specials, holiday dinners are in full swing, and Salvation Army bells are ringing. It can only mean one thing: It’s year end. And...
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Immigration Reform: A Victim of Cliffmanship?
On MSNBC’s 12/12/12 Morning Joe, Penn President Amy Gutmann, HOM’04, cited compromise as a potential force to break up the nation’s financial logjam. “If we can compromise on fiscal-cliff measures,”...
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Happy 2013, MBAs!
Campus is busy again. Photo credit: University Communications. First of all, congrats to all of those who have been accepted to Wharton thus far (including my dear friend A.K.). Winter break is over...
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Ditching the Facebook Marketing Plan
For a few years now, a notion has been building momentum in the e-commerce world (and brick and mortar) that you must have a social media presence with a carefully thought-out strategy. It is a...
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Gold Medal for Local Athletic Store
A Philadelphia running store received the “Retailer of the Year 2013” award by the Greater Philadelphia Chamber of Commerce, a recognition honoring small businesses in the region. It seems like a...
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Let the Games Begin
Gamification—applying digital game design techniques to real-world problems—may still be a new concept for many businesspeople, but it’s rapidly taking hold in a surprising range of contexts. Video...
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Go Viral at Will
Jonah Berger employs an interesting marketing maneuver at the very end of the “advance reader’s edition” for his new book, Contagious. On the last page, the publisher invites anyone cool enough to...
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SMART Marketing in a Millisecond
In the past five years, the average American has reduced her monthly consumption of TV by 12 hours, her in-person socializing bytwo hours, and her phone and email activity by one hour. Today, we live...
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Stop Getting Canned as Spam
Email’s come a long way since the CAN-SPAM Act of 2003. We marketers have learned to emphasize targeting, working with permission-based data sources and intelligently using email to build strong...
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How to Brand in the Global Digital Age
The daily press is full of branding news. Amazon debuted a TV ad campaign to position itself as a fashion destination; Macy’s launched two brands for juniors, Marilyn Monroe and Teen Vogue; Wendy’s...
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Regulating Reverse Psychology
Disclaimers are a normal part of advertising. Sellers use them to provide potential customers with useful information. Sellers also use disclaimers to protect themselves against disappointed customers,...
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Let the Best Brand Win
Wharton Digital Press delivers again, this time with a Wharton Executive Essentials book about brand management. Strong brands are more than globally recognizable. They are critical assets that can...
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Don’t Tell Don Draper
Don Draper (played by Jon Hamm). Photo credit: AMC. Whether you attribute the quote to John Wanamaker or Lord Leverhulme, the time-honored truth in marketing has been, “We know that half of advertising...
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Wharton MBA Highlights: Year One
Where have all the students gone? Summer internships. Photo credit: University Communications. First year done. I can’t believe it. It moves faster than you expect. I find myself frantically planning...
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Big Data Discourse on Campus
Social media—you can’t live with it, and you can’t live without it if you’re a marketer. Ron Surfield, WG’06, a senior vice president at Edelman who leads its Atlanta digital practice, reported that...
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The Marketing Magnificent Seven
When it comes to lead generation, many marketers aren’t sure which tactics they should use to provide their company with qualified leads. In fact, many marketers aren’t even sure which marketing...
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Selling True Experiences
These days, it is fashionable to sell a product or a service as an “experience.” “We don’t sell homes,” a big builder’s recent advertisement proclaimed, “We give you a lifetime of experience.” Excuse...
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An Identity-Shaping Summer
This summer, while some of my friends are working in metropolitan cities, volunteering in third-world countries or simply relaxing at home, I stayed in Philly and looked for a job. I came across a...
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A Series for the Ages
Four reasons you should read the Wharton Executive Essentials series from Wharton Digital Press. The books in the Wharton Executive Essentials series from Wharton Digital Press are available both as...
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How to Be Your Own In-House PR Powerhouse
One of the main strategies we used in 2004 when we started Minimus.biz, our e-commerce site for travel-sized items, was to get our name out there fast and inexpensively through public relations. We...
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