The checkout counter in Troy carried an agreement that extended far beyond one Ohio supermarket. On 26 June 1974, a package of Wrigley's Juicy Fruit gum was identified through its…
Fourteen centimetres were enough to place a fundamental question about German football on a player's chest. Was the stag on the yellow shirt a club crest or an advertisement for…
The wording of the first message has been forgotten, while its address symbol is recognized around the world. That unusual combination brings the history of email into focus. What mattered…
Being second can provide a more persuasive sales argument than making an unconvincing claim to be the best. That possibility reveals something important about brand positioning. A brand acquires meaning…
A textbook can change a discipline by making its questions fit together. That is a more useful starting point for understanding Philip Kotler’s Marketing Management than treating its author as…
The final campaign report is a poor place to decide what success was supposed to mean. By then, a team has seen the results and can select the most flattering…
An average can describe a market without describing anyone's actual requirements particularly well. Some buyers want simplicity, others want extensive support, and others need a product for an unusual application.…