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…
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…
A chocolate candy need not be sold through a complicated explanation of its recipe. Its advantage can be shown through an ordinary experience: chocolate enjoyed in the mouth rather than…
The most spectacular advertisement for a research method was a competitor's failed election forecast. In 1936, the American magazine Literary Digest expected Republican Alf Landon to win the presidency. Franklin…
Introduction Long before marketers could measure impressions, clicks and conversions in real time, advertising practitioners were already trying to understand the sequence through which a message becomes a sale. They…