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For years, Dove only marketed cleaning and personal care products for women. A few years ago, it added the Dove+Men …
The Baby Dove Product Line Extension and Its Context
23 Friday Jun 2017
It’s Both Cute and Horrifying: A Historical Ad that Tries to Get Babies to Chew More Gum
21 Wednesday Jun 2017
Posted in Chapter 04: Marketing Ethics
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A recently unearthed direct mail piece from around 1938 offers a stellar example of how much marketing ethics has shifted …
Starting at Zero: Reconsidering an Old Technique for Defining Marketing Budgets
19 Monday Jun 2017
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When companies establish their annual marketing budget for the coming year, they often look at their most recent past budget. …
Once a Counterfeit Haven, China Hosts a Growing Market for the Real Thing
15 Thursday Jun 2017
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China has something of a reputation as the place to find, sell, and buy counterfeit versions of some of the …
The Pepsi Challenge: How Did Such a Tone-Deaf Advertisement Ever Get Approved?
13 Tuesday Jun 2017
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Although it never aired in the United States, the Pepsi advertisement in which Kendall Jenner seemingly resolves such thorny and …
Short Films as Authentic Advertising: A New Approach to Attract Consumers’ Attention
09 Friday Jun 2017
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The Tribeca Film Festival features cutting-edge documentaries and independent narrative films, along with big stars and the promise of massive …
Beautiful Loyalty: Sally Beauty’s Effective Loyalty Program
07 Wednesday Jun 2017
Posted in Chapter 06: Consumer Behavior
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For the loyalty program at Sally Beauty, everything starts with an email address. It may end up with consistent customer …
Retailers Have Bright Ideas for Marketing Campaigns During Lunar New Year
05 Monday Jun 2017
Posted in Chapter 08: Global Marketing
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During one of the two annual “golden weeks” observed in China, most workers receive seven consecutive days off to celebrate …
The Kids Are Marketing All Right: Recycling and Selling on E-Commerce Platforms
12 Friday May 2017
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Rather than waiting for retailers to stock the fashions they want or for their parents to give them enough money …
Take a Virtual “Test Drive” Before Booking Your Next Trip
10 Wednesday May 2017
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Virtual reality devices and 360-degree videos are quickly becoming widely popular, prompting a variety of players in a wide range …
