Marketing is uniquely situated to help companies achieve business goals. To do this, the CMO must rise above tactical metrics and the four P’s. Marketing As Strategy: Understanding the CEO’s Agenda for Driving Growth and Innovation by Nirmalya Kumar   In Marketing As Strategy Nirmalya Kumar exhorts marketers to step up, use marketing as a strategic lever, and move beyond the traditional four P’s. ...

Why People Buy by Louis Cheskin Many of Louis Cheskin’s motivation research themes come together in his evaluation of the 1958 Ford Edsel market launch. He predicted the failure of the car that the Ford Motor Company put all its marketing muscle behind. Sensitivity to social and cultural forces, the need for unconscious level market research, and emphasis on a ...

Why People Buy: Motivation Research and Its Successful Application by Louis Cheskin Louis Cheskin wrote books about color, market research, advertising, package design, and product development during the 1950’s. He was a fervent advocate of diligent and objective research with a focus on unconscious testing for the purpose of discovering deep motivations. Acknowledging the irrational elements of human behavior, he ...

How To Predict What People Will Buy by Lois Cheskin   Louis Cheskin (1907-1981) was a marketing pioneer, one of the first people to bring social science to bear on marketing activities. He was an authority on color and art and brought discoveries from Gestalt psychology and psychoanalysis into market research. Cheskin was adamant about testing and used sophisticated techniques to ...

Design requires both expansive, exploratory methods (divergent thinking) as well as prioritization and focus (convergent thinking). Pairing the two approaches increases the chances of finding the most effective solutions. Design Research: Methods and Perspectives by Brenda Laurel   Design Research is a collection of writings on various research tools and techniques available for designers. In addition to covering traditional design research topics like ...

Companies can no longer “go it alone”–vertical integration and direct control over distribution channels, once winning strategies, now must be replaced with a partnership and joint value creation focus. Strategic Alliances and Marketing Partnerships: Gaining Competitive Advantage through Collaboration and Partnering by Richard Gibbs and Andrew Humphries Strategic Alliances and Marketing Partnerships seeks to answer two key questions: Why are some ...

Different types of innovations require different marketing strategies. Incremental and breakthrough innovations, particularly, require different choices for marketing strategies, interactions between marketing and R&D, market research, advertising, and pricing. The five types of innovation occur at various points in the value chain and in different parts of the organization. Marketing of High-Technology Products and Innovations by Jakki Mohr, Sanjit Sengupta, ...

Create Marketplace Disruption: How to Stay Ahead of the Competition by Adam Hartung Creating disruption is a highly sought after capability due to the promise of profit and longevity through innovation and growth. Multiple disruptions over time can extend corporate success beyond market cycles. Many books seek to crack the code of repeat innovation and capitalizing on market shifts. Adam Hartung‘s ...