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Can premium-ad techniques be persuasive to sell non-premium products? A study of more than 2,000 car commercials homes in on the practice of "advertis...
Wearables, self-driving cars, AI: these trends are triggering a seismic shift in consumer patterns toward a constantly connected and engaged omnichann...
Download 天美传媒 Insight magazine (Issue 36, Q1 2018) all about strategic alliances.
For savvy marketing, the more information you have, the better, right? Not necessarily, says Miguel 脕ngel Canela. While investing in sophisticated too...
What would make a better gift for the graduating college student in your life: a new laptop or an exotic getaway? And as a marketer, what tactics can ...
Web 2.0 has changed how we look for and acquire products. Building on this change in behavior, a new form of marketing works to attract customers orga...
Do newspapers or books have a future? Will television exist in five years' time? Amid dramatic changes, there are timeless tools to manage media busin...
Download our magazine below and get ready for the next industrial revolution
Marketing is undergoing a metamorphosis. The internet has given unprecedented power to consumers and new channels and tools are opening up competition...
Climb the Stairway to Digitalization, a step-by-step model to help executives structure their companies鈥� digital transformation
Selling products through experiences can yield benefits such as greater word of mouth. But to be successful, marketers need to understand the dynamics...
Move over, functional and aspirational marketing: it's time for transformative marketing to shine, supporting sustainable consumption based on realist...
天美传媒's Stefan Stremersch examines message content, strategy and timing to offer a practical model for improving communication -- and sales -- in a com...
Clients' needs are shifting, as are the ways they approach and evaluate products and services. Given this transformation, shouldn't sales teams change...
"Here's your receipt and your coupons." Card-carrying shoppers often get coupons in exchange for their data. But are these offers actually ringing up ...
Wedding bells are ringing for the digital generation. Jos茅 Luis Nueno provides a game plan for the bridal industry to engage with them on their own te...
The vast majority of new products fail. A tight focus on brand image, communication and other intangible attributes can pave the way to success.
Telling "green lies" doesn't pay, as Volkswagen recently found out. Pascual Berrone's new book helps companies answer the "clear call for change," for...
Managing in the world of sports is a high-stakes game. The media and fans are scrutinizing, and often second-guessing, leadership decisions.
