Clik here to view.
Betting on Rigor and Glitz
Gary Loveman, chairman, president and CEO of Caesars Entertainment Group, spoke to more than 180 Wharton students as an executive-in-residence guest of the Wharton Customer Analytics Initiative (WCAI)...
View ArticleClik here to view.
Wharton Words: Marketing
In the Winter 2014 print edition of Wharton Magazine, we tested your marketing vocabulary with terms straight out of ...In the Winter 2014 print edition of Wharton Magazine, we tested your marketing...
View ArticleClik here to view.
Realizing Retail Dreams
A Wharton graduate finds herself leading omnichannel strategy for one of the nation’s storied brands. Let us know if you see a trend here. When Leslie Revitt, WG’09, was a student at Wharton, she took...
View ArticleClik here to view.
A Pitch for an Ad Man
From print to broadcast to digital to social media, Leo Levinson keeps reinventing himself, as has the media industry.The business that Leo Levinson, W’74, runs today bears no resemblance to the one he...
View ArticleClik here to view.
Is There Too Much ‘Me’ in Your Marketing Message?
Engage prospects and customers more successfully with “you talk” for a more effective marketing message.Enough about me, let’s talk about you. What do you think of me? It’s an old joke, but one that is...
View ArticleClik here to view.
Update: Real World Is Still Important
Data from Warby Parker and Diapers.com prove that cutting-edge e-retail strategies improve upon but do not supplant real-world businesses.Roughly 60 percent of the couple hundred alumni polled during a...
View ArticleProfessor Americus Reed II: In a Minute
The Wharton School's Whitney M. Young Jr. Professor of Marketing and "Brand Identity Theorist" explains how companies, products and people need to create a unique image—much like he does for...
View ArticleClik here to view.
Watch List: Books
Top reads written by alumni.The Watch List is where we identify potentially viral new products, services, companies and individuals in the Wharton community. In this case, we spotlight alumni-written...
View ArticleClik here to view.
From Pinnacle to Paper Weight: Brand Identity Erosion and Blackberry
BlackBerry is attempting a rebound, and itâand any organization in a similar predicamentâought to think deeply about the creation of their new brand identity. By Americus Reed II Flashback: June...
View ArticleClik here to view.
McKinsey: The Brand of Steel
How can an institution built on trust survive a seemingly complete breach of that very thing?How can an institution built on trust survive a seemingly complete breach of that very thing? By Duff...
View ArticleClik here to view.
Three Wharton Startups Enter the Shark Tank
Founders of Wharton startup Zoobean become the latest to appear on Shark Tank on Friday, April 18, at 9:00 p.m. EDTNo matter what happens to Jordan Lloyd Bookey, WGâ07, and husband Felix Brandon...
View ArticleClik here to view.
Entrepreneur to Professor: Peter Fader (Part 1)
A discussion with Peter Fader about customer centricity, customer segmentation and marketing for the 21st century.[caption id="attachment_22530" align="aligncenter" width="864"] Prof. Peter Fader in...
View ArticleClik here to view.
Coping With Metrics Overload
How can companies leverage all of the data and metrics generated from their technologies for marketing and operations, if they're not Disney.Not a day goes by when we arenât confronted with one of...
View ArticleClik here to view.
Entrepreneur to Professor: Peter Fader (Part 2)
We return to our talk with the co-director of the Wharton Customer Analytics Initiative, who advises that marketers ditch the product-segmenting approach for a more efficient and targeted strategy...
View ArticleClik here to view.
At the Corner of Marketing Knowledge and Innovation
Prof. David Bell shares his latest research and insight on where Internet and offline sales and marketing intersect with the Wharton MBA Reunion audience.It is always a pleasant surprise when you sit...
View ArticleClik here to view.
Taking Your App Global
Five steps to capturing more return on investment on mobile in international markets. I have yet to meet a single mobile app developer who says, âI wish I had fewer downloads.â Or, âI have too...
View ArticleClik here to view.
Catching up With Catching on
Wharton author and professor Jonah Berger blows into the Windy City to offer insights as to why trends, products and ideas go viral. On May 6, Chicago-area alumni from Wharton and Penn benefited from...
View ArticleClik here to view.
When Marketing Jobs Become Uncool
Why marketing executives ought to take care during their next job search, according to Chief Marketing Officer David T. Scott.Hereâs a bit of news. Chief marketing officers (CMO) get fired. A lot. In...
View ArticleClik here to view.
The Beatles Manager’s Six Ways to Grow a Business
Entertainment entrepreneur Vivek Tiwary shares revolutionary marketing and management tips gleaned from the life of "Fifth Beatle" Brian Epstein.Vivek Tiwary, Câ96, Wâ96, conquered Broadway as its...
View ArticleClik here to view.
When Marketing Jobs Become Uncool: Part 2
Long-time marketing exec, author and Wharton MBA alumnus David T. Scott offers three tests to help marketing professionals determine a good CMO job from bad.When looking for that next stage of...
View Article