Articles

• Philip Kotler
  – How Woke is Coke? – with Christian Sarkar 
  – Competing on Stories: Marketing and Cultural Narratives – with Christian Sarkar
  – The Innovation Ecosystem: New Rules for the Future – with Christian Sarkar
  – Ecosystem Marketing: The Future of Competition – with Christian Sarkar 
  – PUMA’s Brand Activism: Universal Equality, Gender Equality, and Criminal Justice Reform
  – Stand for Something: Brand Activism at Nike – with Christian Sarkar 
  – The Regressive Brand: The Dark Side of Brand Activism – with Christian Sarkar
  – Don’t Be Evil: When Employees Stand Up to Save the Brand – with Christian Sarkar
  – Marketing 4.0: When Online Meets Offline, Style Meets Substance, and Machine-to-Machine Meets Human-to-Human  –   with Hermawan Kartajaya, Iwan Setiawan
  – Risking the Brand: When Companies Value Profits Before People – with Christian Sarkar
  – Will the 4th Industrial Revolution Kill Store-Based Retailing?
  – Welcome to the Age of Demarketing
  – Criticisms and Contributions of Marketing
  – The Relationship between Marketing and Capitalism
  – The Executive Guide to Marketing Effectiveness
  – Branding: From Purpose to Beneficence
  – Brandshaming: The Kids vs. The NRA – with Christian Sarkar
  – The Social Purpose of Business: Brand Activism as a CEO Imperative – with Christian Sarkar
  – The Future of Brand America: Lessons from the Super Bowl and Beyond – with Christian Sarkar
  – Finally, Brand Activism! – with Christian Sarkar
  – Optimizing Marketing: The Ideas-To-Demand Chain – with Robert Shaw
• Christine Moorman
  – The CMO Survey: How Does Your Company Develop New Marketing Capabilities?
  – Capitalizing On Social Media Investments
  – The CMO Survey Update: Marketers to Spend on Analytics; Use Remains Elusive
  – Driving Toward The Digital Marketing Organization
  – The CMO Survey Update: Social Media Falls Short of Expectations
• John Hagel III
  – Viral Flows
  – On the Edge of a New Decade
  – The Continuous Transformation Imperative
  – Breaking Out of the Trap of Diminishing Returns
  – The Big Shift: Challenge and Opportunity for Women
  – Seeking Strategic Advantage? Break Down Walls and Cultivate Networks
  – The Connection Between Narrative and Purpose
  – The Big Shift From Engagement to Passion
  – Tests for Customer Focused Companies
  – The Big Shift in Platform Business Models
  – The Unmet Need for Trusted Talent Advisors
  – Strategy Made Simple – The 3 Core Strategy Questions
  – The Demise of Advertising Business Models
  – Robots Can Restore Our Humanity
  – The True Potential of Internet of Things Technology
  – The Big Shift in Business Models
  – The Power of Company Narratives
  – Harnessing the Full Potential of Platforms
  
• Anthony Ulwick
  – 81 Creativity Triggers To Energize Your Ideation Process
  – DOWNLOAD: The Jobs-to-be-Done Canvas
  – The Limits of Milkshake Marketing
  – The Path to Growth: The Opportunity Algorithm
  – AI and Jobs to be Done: The Future of Work
  – Define Markets Around the Customer’s Job-To-Be-Done
  – How to Engineer Micro-Moments using Jobs to be Done
  – Getting Started With Jobs-to-be-Done Theory
  – How to Fail At  Jobs-to-be-Done
  – The Jobs-to-be-Done Growth Strategy Matrix
  – Emotional vs Functional Jobs: The Basics of Messaging
  – Best Practice: Uncovering Unmet Customer Needs
  – Rethinking Innovation: Can Marketing Help?
  – A New Marketing Era: Focus on Jobs and Outcomes
  – Outcome-Based Segmentation
  – How to Map a Customer Job
  
• Rob Schade
  – How to Save Design Thinking
• Nancy Lee
  – Finding Your Perfect Match: What Social Issue Should Your Corporation Marry?
• Al Ries
  – Marketers Without Borders
• Katherine N. Lemon and Jon Biro
  – Marketing Needs to Learn to Speak Finance
• Kohzoh Takaoka
  – Marketing & Innovation in the 21st Century
• Hermann Simon
  – Pricing and the CEO
• Sanjay Sarma and Linda Bernardi
  – The Inversion Factor: How IoT Changes Everything
  – 4 Principles for Inversion
• Stuart L. Hart
  – The Future of Corporate Social Responsibility 
• Ernan Roman and Scott Emmons
  – Achieving Customer Experience Excellence at 7 Critical Life-Cycle Points
• Malcolm McDonald
  – Market Segmentation: Still the Bedrock of Commercial Success
• Elsie Maio 
  – The Trust Gap Diagnostic
  – What CEOs Can Learn from Uber
  – Can Wall Street Win in Sustainable Investments? The Social Function of Marketing for Good
  – The Marketing of Lies
  – SoulBranding in the C-Suite: Eight Guidelines for Values Branding
• Mohanbir Sawhney and Robert C. Wolcott
  – A New Charter for Chief Marketing Officers
•  Jonathan Knowles
  – Do Not Risk Your Brand To Build Your Reputation: A Lesson Learned From Gillette
  – How Much Of Intangible Value Does Brand Represent?
  – A Review Of The World’s Most Valuable Brands
  – Brand Equity Models: A Survey
• Rupert Maconick
  – Being Good: The Search for Brand Authenticity
• Jon Wuebben
  – The Power of Content Marketing
• Linden Brown and Chris L. Brown
  – The Customer Culture Imperative: Is Marketing Destined to Lead a Better World?
• Miguel A. González Cernuda
  – Empowerment Marketing
• Orly Zeewy
  – Is Your Story Button On?
  – The ROI of Marketing
  – To Start, You First Have to FAIL
  – Are You Ready for The New Age of Commerce
  – Turning a Startup into a Brand
• Benjamin Brandall
  – Marketing Tech: 3 Marketing Systems to Use in 2016
• Raj Srivastava
  – Marketing as Value Creation: 12 Lessons for Global Growth
  – Marketing, Meet Finance: Understanding Market-Based Assets
  – How Market-based Assets Generate Customer Value
• Gaurav Bhalla
  – Collaboration and Co-Creation: The Road to Creating Value 
  – Make Room for Imagination!
  – Rethinking Marketing
• Katherine N. Lemon, Peter C. Verhoef, Jon Dome
  – The CX Audit: Breaking Down Customer Experience Management
• Kimberly A. Whitler
  – Why Focusing on Marketing Spend Is a Mistake
• Mark Blessington
  – The Fight for Brand USA
  – Learning from Forecast Disasters
• Matthew Hellman
  – How AI is Transforming Sales and Marketing
  – GE Digital Drives Sales Growth with CRM 
  – The 5 Biggest Global Challenges for Indian Brands
  – Shifting from Persona to Person
• Frank Grillo
  – GDPR and Personalization: What Messages Are You Sending? – with Mark Blessington
  – How to Choose an Agency in the Digital Age – with Karl Hellman
  – Delta’s Customer-Centric Success: Implications for B2B Sales and Marketing – with Mark Blessington
  – Delivering Customer Outcomes versus Selling Products: The GE Digital Case – with Karl Hellman
  – Does CEO Activism Create a More Human Brand? – with Mark Blessington
  – Making Marketing Human: Lessons from Chick-fil-A – with Karl Hellman
  – Data and Trust: 4 Painful Lesson from Facebook – with Mark Blessington
  – 3 Big Ideas from Amazon and the Implications for Marketing
  – Myth versus Reality in Retail Today  – with Karl Hellman
  – How CMOs Can Build Trust – with Kimberly Whitler
  – The Silver Lining of Click Fraud – with Brett Eckrich
  – MarTech Maturity—Are We There Yet? – with David Rodnitzky
  – Rethinking Retail: From Micro-Moments to Mega-Experiences
  – Social Media: Considerations for B2C vs. B2B
  – Customer Journey Analytics
• Tom Colucci and Daniel Rubin
  – Driving Toward CRM 3.0 in the Automotive Industry
• Daniel Rubin and Jennifer Miles-Losapio
  – How to Monetize Car Data with CRM3.0
• Jason Pallant and Sean Sands 
  – Death of the department store: don’t just blame the internet, it’s the dwindling middle class
• Shirish Lal and Michel Feaster
  – CRM 3.0: Can Technology Bring Human Interaction Back to Marketing?
• Don Sutherland, David Mendelsberg and Mark Blessington
  – Proving the Value of Third-Party Data
• Jagdish N. Sheth and Karl Hellman
  – Unleashing the Co-Creation of Value
• Mark Blessington and Karl Hellman
  – Intelligent Retail: The Future of Shopping Experience Design
  – The Double-Edged Sword of Thought Leadership – with Christian Sarkar
  – Law of Small Numbers Redux
  – Got Accurate Forecasts?
• Ivan Gurkov
  – Brand Solidarity: Collaboration in a Time of Crisis
• Fred Dumas, Ioana Popescu and Mark Blessington
  – How to Optimize Digital Marketing Execution: Notes from the Field
• Kevin O’Connell
  – Should Sales Compensation be Tested? – with Mark Blessington
  
• Andrew Crane, Christian Voegtlin, and Laura Noval
  – CEOs who take a political stand are seen as a bonus by job applicants
• Karen Puckett
  – Best Buy’s New Retail Strategy is Panned… Again – with Mark Blessington
• Andrew Harrison
  – B2B Call Center Strategy in an Omnichannel World – with Mark Blessington
• Christopher Lochhead and Heather Clancy
  – Leadership in a Time of Crisis: General McChrystal’s Advice for President Trump, Governors & CEOs
  – Marketing Through The Crisis: 7 Ideas
  – Is Your 2020 Marketing Plan Radical Enough?
  – Influence The Influencers: Ecosystem Building for Customer Success
  – Why Categories Make Brands
  – Be Different, Not Better
• Marcy Strauss Axelrod
  – How To Start Journey Mapping The Right Way
  – Is Your Marketing Team Holding You Back?
  – The O-Factor: A Powerful Tool To Improve Marketing Effectiveness
• Christi Cannon
  – Best Practice: Managing Risk – Take a Holistic Approach to Marketing 
• Brandon Brown
  – The CMO’s Guide to Influencer Marketing
• Donald Fomby
  – What should Marketers expect in 2020?
• Javed Matin
  – The Value Realization Road Map: How to Ensure Customer Satisfaction
  – A Blueprint for Aligning Sales and Marketing
  – The 4 Cs of B2B Sales Performance
  – Aligning Sales and Marketing Strategy: The Customer Value Imperative
  – Best Practices: B2B Sales Pipeline Optimization
  
• Jenny Cheung
  – Black Panther: The Future of Cultural Marketing
• Chris Hickman
  – Top 3 B2B Brand Awareness Strategies
• Nicole Rodrigues
  – 5 Marketing KPIs You Cannot Measure But Should Care About
  
• Todd Weir
  – A Toy Story: LEGO, Aristotle, and the Business of Play
  – Frontierland: Bringing the Human into Retail
  
• Raj Sachdev
  – Avoiding Dumb Digital Marketing in a Smart World
• Cheryl Strauss Einhorn
  – The AREA Method: When A Good Strategy Is Not Enough
  
• Courtney Jones
  – Targeting the Multicultural Millennial
• David J Reibstein
  – Improving Economic Prosperity through Nation Branding
  
• Mike Lakusta & Aret Ratyosyan
  – The Opening of the American Mind: Intercultural Affinity Segmentation
• Michael Piddock
  – The ‘Four Rs’ of Event Return on Investment
• Jamshed Dubash
  – Intelligent Retail: The Rise of Frictionless Commerce
  – Marketing and the Internet of Things: Are You Ready?
• Greg M. Thomas
  – The CMO should be the Chief Experiment Officer
• Tim Ambler
  – 10 Ways to Rate Your Firm’s Marketing Assessment System
• Ken Bernhardt
  – How to Become a Customer-Centric Company
• Katharine Capshaw and Cora Lynn Deibler
  – From ‘Wild Horses’ to ‘Wild Things,’ a window into Maurice Sendak’s creative process
• Madison Bloom
  – How to Stay Safe Online
  – Whopper Neutrality: Burger King’s Fast-Food Activism?
  – The Future of Shopping Malls: What Will Save Brick and Mortar?
  – Why Should I Trust Your Brand?
  – What Marketers Can Learn from P&G’s One Page Memo
• Christian Sarkar
  – Networks and Platforms: The New Means of Value Creation
  – Who Won the World Cup? – Branding Analysis from SoccerBlog.com
  – Amazon’s Strategy Whiteboard: The Private Label Threat
  – Amazon’s Strategy Whiteboard: Whole Foods Acquisition Disrupts Retail
  – The Impact of Social Media on Customer Experience
  – The Power Dynamics of Thought Leadership: From Expert to Celebrity
  – What’s Your Chatbot Strategy?
  – Branding Muhammad Ali: What Could Go Wrong?
  – How Tesla can Avoid Becoming the Next Saturn
  – Amazon and the Future of Retail