Description: Here it is: Six Pixels of Separation – Episode #842. Have you ever met a “differentiation expert”? That’s the role of Andrea Belk Olson (who is also a speaker and author). As the CEO at Pragmadik, where her team helps organizations of all sizes better understand customers (their wants, desires and secret needs). She is the author of The… Read more »
Posts Categorized: Integrated Marketing Communications (IMC)
Here’s why tall cans dominate the craft beer market
Description: The tall can — a.k.a. tallboy or pounder — projects both trendiness and blue-collar appeal, experts say Source: CBC.ca Date: Sep 04, 2022 Link: https://www.cbc.ca/radio/costofliving/craft-beer-tall-cans-1.6570989 Questions for discussion: What does the article say about marketing, consumer behavior and the size of beer cans? What do you think about these views? What should marketers do… Read more »
How Barnes & Noble Went From Villain to Hero
Description: After years on the decline, Barnes & Noble’s sales are up, its costs are down — and the same people who for decades saw the superchain as a supervillain are celebrating its success. Source: NYTimes.com Date: April 15, 2022 Link: https://www.nytimes.com/2022/04/15/arts/barnes-noble-bookstores.html Questions for discussion: What has happened to the bookselling business and to Barnes… Read more »
Health systems invest in robots to abate nursing shortage—but privacy concerns are still an issue
Description: Service robot startup Diligent Robotics scored $30 million in a Series B raise. Cedars-Sinai Medical Center was among investors. The startup has raised $50 million to date. Source: eMarketer.com Date: Apr 13, 2022 Link: https://www.emarketer.com/content/health-systems-invest-robots-abate-nursing-shortage-but-privacy-concerns-still-issue Questions for discussion: What does the report say about the use of robots in health services and human acceptance? As a marketer in sales, how… Read more »
Can cryptocurrency go mainstream?
Description: Bitcoin is just one of thousands of digital currencies on the market, that have proven a boon for speculative investors. But what can you actually use crypto for? As of now, not much, says correspondent David Pogue, who looks into the problems cryptocurrency has to overcome if it’s to become ready for prime time…. Read more »
Frito-Lay chips head back to Loblaw, after long and public feud between food giants
Description: The two-month saga might have permanently changed the snack landscape at Canada’s grocery giant Source: FinancialPost.com Date: Apr 11, 2022 Link: https://financialpost.com/news/economy/frito-lay-shipments-head-back-to-loblaw-after-long-and-public-feud-between-food-giants Questions for discussion: Do you believe management of Loblaws handled this issue properly? Do you think this was an opportunity missed for smaller suppliers to build a relationship with Loblaws as well… Read more »
Elon Musk offers to buy Twitter for $43 billion, so it can be ‘transformed as private company’
Description: Elon Musk offered to buy Twitter for $54.20 a share, saying the social media company needs to be transformed privately, a little over a week after first revealing a 9.2% stake in the company. Musk’s offer values Twitter at about $43 billion. Source: CNBC.com – video report Date: Apr 14, 2022 Link: https://www.cnbc.com/2022/04/14/elon-musk-offers-to-buy-twitter-for-54point20-a-share-saying-it-needs-to-be-transformed-as-private-company.html Questions for discussion:… Read more »
How Amazon plans to fix its massive returns problem
Description: Amazon is handling a rapidly growing number of returns that are causing a massive problem for the e-commerce giant and the planet. A National Retail Federation survey found a record $761 billion of merchandise was returned to retailers in 2021. That amount surpasses what the U.S. spent on national defence in 2021, which was $741 billion. Source: CNBC.com… Read more »
Companies are relying on brand equity to overcome economic headwinds
Description: The trend: Companies are increasingly looking to leverage the strength of their brand names to mitigate the effects of inflation and negotiate favorable relationships with retailers. Source: eMarketer.com Date: Apr 08, 2022 Link: https://www.emarketer.com/content/companies-leveraging-strength-of-their-brand-names-overcome-inflation-other-headwinds Questions for discussion: What does the report say about the use of brand equity in today’s environment? What are the warnings… Read more »
Baseball Is Dying. The Government Should Take It Over.
Description: Opening day of the Major League Baseball season, which falls on Thursday after being delayed for a week by a labor dispute, is as good an occasion as any for fans of the game to come to terms with certain hard facts. I am talking, of course, about the inevitable future in which professional… Read more »
Applied Marketing, 2e
Canadian Edition
