A position in a search results list can look like an answer, even when somebody has paid to occupy it. That ambiguity became commercially important in 1996, when Open Text…
A four-page conference paper gave a lasting name to a substantial marketing agenda. Leonard L. Berry's Relationship Marketing appeared on pages 25-28 of Emerging Perspectives on Services Marketing in 1983.…
Two computer demonstrations became the occasion for a dispute about who could use a network to reach its users. On 3 May 1978, Gary Thuerk of Digital Equipment Corporation sent…
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…
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…