Marketing

Craft BrewersShort Report

The beer industry has become an arena for a battle between independent craft brewers and industry giant Anheuser-Busch InBev. Craft beers continue to gain market share, following on the success of Anchor Brewing Co., Boston Beer Co. and Sierra Nevada Brewing Co., although there are signs that the market is…

The Pet IndustryShort Report

With spending on pets in the United States rising annually and projected to reach almost $100 billion by the end of the decade, the pet industry is considered virtually recession-resistant by experts who study it. They cite factors such as the multigenerational appeal of pets, studies showing a correlation between…

Direct Drug MarketingShort Report

Pharmaceutical makers spend hundreds of millions of dollars each year on marketing activities that include catchy direct-to-consumer (DTC) television ads for prescription drugs, physician-targeted promotions and other strategies. Critics contend that this aggressive marketing is a threat to public health because companies overemphasize a drug’s benefits and downplay potentially…

The Business of Christmas

From shopping malls to office cubicles, the religious tradition of the Christmas season is steadily disappearing as businesses try to avoid alienating customers or employees. Companies are caught in a cross fire between those on both sides of what some have called a “war on Christmas.” Civil libertarians…

Omnichannel Retail

Consumers in an Internet age have the world at their fingertips. They can buy on the Web, on mobile devices and via social media. They can shop seven days a week at any time of day and buy from anyone anywhere. Some browse the Internet, then buy in a store…

Hispanic Marketing

By 2060, Hispanics are expected to represent approximately 28 percent of the U.S. population, up from 17 percent in 2014. They are the country's fastest-growing demographic group and an increasingly important market for companies seeking to expand: In 2003, companies spent $3.4 billion on Hispanic advertising campaigns. By…

Digital Marketing

Have you logged onto the Internet today? Used a mobile phone or tablet? Then you have seen digital marketing: ads that pop up on whatever website you are viewing. Not to mention placements on Google—and podcasts, electronic billboards and text messages, all vying for your attention (and business). You…

Crisis Management

For CEOs, the world is a scary place. Growing technological complexity, the advent of an interconnected global economy in which a disaster in one region can reverberate in others, and the increased use of social media contribute to the number of crises that businesses face. How a company limits the…

Big Data

Big data—information that can be measured in millions of billions of bytes—increasingly allows businesses to understand their customers and gain advantage over their competitors. These data sets are huge and sometimes messy but, with ever-improving statistical tools, they can yield information that allows managers to act quickly and…