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How My Wife Became a Samsonite Fanatic
Imagine you are a customer service representative for a reputed luggage manufacturer. You get a call from a retail dealer about a customer who has three eight-year-old suitcases that carry your brand....
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Taking Your Brand to the Next Level
I’ve seen a shift in parent companies placing an emphasis on building up the corporate brand, rather than promoting individual product brands. That’s important because in this day and age, companies...
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Tricks of the Jobs Trade
Steve Jobs introduces the iPad in San Francisco on Jan. 27, 2010. Photo credit: Matt Buchanan, Wikimedia Commons. Steve Jobs sadly left this world nearly two years ago. But thanks to a September...
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Lobbying for Lobbyists
Howard Marlowe, W’64, essentially offered a Lobbying 101 course to Wharton undergraduate students. He opened with the question, “What do you think of when you think of lobbyists?” Hands flew up. “Fat...
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Six Steps to a Clumpier Consumer
Below, you can link to the replay of the latest webinar from Wharton Lifelong Learning in which Professor Eric Bradlow, W’88, HOM’00, shares an epiphany from his latest marketing analytics research:...
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The Benefit of Being a Social Enterprise Finalist
A community library established by READ Global. Photo credit: READ Global. Thinley Choden spent a full month in the United States, but her highlight was a Wharton Executive Education course at the...
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Measuring Word of Mouth
Just a few weeks ago, I gave a lecture in Professor Peter Fader’s Marketing 775 course and participated in the fascinating classroom discussion on the discipline of managing the value of customer...
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Three Messages to Reach Over-Messaged Customers
Today’s customer is overwhelmed with too much information and not enough time and attention to digest it all. In response, the best salespeople have evolved and simplified their approach to be more...
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‘Like’ This Blog to Maximize Brand Messaging
There’s value in investing in social media. This certainly was made evident through Twitter’s recent initial public offering; the company’s share value soared 73 percent above offering price in its...
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Marketing Managers Face Urgent Questions
Are chief information officers and chief marketing officers friends or “frenemies”? Do marketers now have too much data at their disposal? With social media, should we learn to trust and base decisions...
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Retailers Gather to Toast a Legacy (and Their Present)
History never repeats itself in detail, but the future can look eerily similar to the past sometimes—in a hyper-technologized way. That was the theme of Terry J. Lundgren’s speech at a Nov. 19 Wharton...
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Start Your 2014 Dialogues Now
Last month, our company VerbalizeIt presented our translation platform on stage at PhoCusWright’s Travel Innovation Summit, and we were honored to win the Travel Startup of the Year award. This is the...
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The Web at War
Michal Schrieber’s entrepreneurial gig as founder of social media marketing firm Web Done was taking off. Then she received a call from her client at the Israeli Defense Forces (IDF). “Do you have a...
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Social Media Meets CRM
When the lights went out at 8:38 p.m., Feb. 3, 2013, in the Mercedes-Benz Superdome during Super Bowl XLVII, Oreo’s message that “you can still dunk in the dark” took advantage of the situation to...
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Three Ways to Impress Customers Without Price
Customer loyalty in the travel industry is not what it used to be. With increased transparency on comparative prices and easier access to booking tools, travelers are increasingly loyal to those that...
View ArticleAn Interview With Luca Zerbini, WG’02
The 2013 Wharton Global Forum Paris attracted talented alumni and business leaders from Europe and the world over. What better chance to interview a marketing talent like the global marketing director...
View ArticleIn a Minute: Professor Katherine Milkman
What drives Prof. Katherine Milkman’s research into experimentation, motivation and irrationality, and influencing human behavior? We ask Wharton’s James G. Campbell, Jr. Assistant Professor of...
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Lessons From a Blockbuster Failure
Photo credit: Dwight Burdette, Wikimedia Commons A few months ago, Blockbuster announced that it will close all of its remaining U.S. stores, about 300 of them. This has been a long time in the...
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Cut From the Rough
There was a time when a Wharton undergrad degree used to guarantee lifelong professional success. When I was a student in 1999, we shared an air of confidence. We were businesspeople in training,...
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Avoiding the Sochi Complex
First it was the yellow drinking water. Then it was U.S. bobsledder Johnny Quinn breaking down a door to free himself from his hotel bathroom. In another installment of what the Twittersphere named...
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