This article explains how to gain advantage over your competitors through your relationship with and understanding of your current and target customers. Tom Kinnear, Marketing Professor at Michigan and author of several MBTN modules, called this "Bringing the Customer In". ...
It's been an especially interesting 12 months for marketing professionals with many longer term trends being accelerated due to Covid. Dr. Christine Moorman provides highlights from the most recent CMO survey out of Fuqua....
Recently, we received this insightful description of how one student prepared to take the certification exam. And, she passed on her first try!...
I've managed two small, entrepreneurial businesses over my career, and interviewing and hiring the right candidates for positions is one of the most important tasks an owner/manager faces. ...
What do you get when the best known researcher on vulnerability, shame, and courage sits down to chat with the person who has brought hundreds of entrepreneurial stories to NPR? Some very insightful gems of advice!...
I always find CEO interviews that discuss strategy interesting, especially if done well. This TED interview with Reed Hastings, founder and co-CEO of Netflix is one of the good ones. He spends quite a bit of time on culture, in particular, the type of culture necessary for a company where creativity is the key to success....
Scott Galloway of NYU predicts a handful of elite cyborg monopolies will soon monopolize higher education. You didn't expect Galloway to show restraint, did you? Lots of thought provoking perspectives here....
$14 beer and $7 hot dogs at sports stadiums. Why is that the right price? Or strategy? This podcast from the folks at Planet Money could be an excellent case analysis for price/volume trade-offs and other considerations in pricing....
Do your advertisements provide clear positioning to your target customers? Here are two commercials from Ford and GM that are great examples to consider. Watch the two commercials side-by-side and decide for yourself....
Do I believe in the importance of knowing how to calculate the profit maximizing price, understanding the elasticity of demand, and appreciating price/volume trade-offs? Absolutely! Every business person / entrepreneur should have a good grasp of these fundamentals. But that doesn't mean we have to set the price at the profit maximizing price, because that's what came out of Excel. What's your objective?...
