Marketing News: February 2015

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  • Taking Care of Their Own

    Taking Care of Their Own

    S​tarbucks and Costco are prime examples of the brand benefits of a happy workforce.

  • How GE's Katrina Craigwell Uses Marketing to Build Positive Experiences

    How GE's Katrina Craigwell Uses Marketing to Build Positive Experiences

    As VP of digital innovation at General Electric Corp., Katrina Craigwell is charged with making nerdy science look cool.

  • Securing Safeguards

    CORE CONCEPTS

    Securing Safeguards

    ​Legal experts help you get up to speed on how to register a trademark and protect it globally.

  • Crafting a Collaboration

    SNAPSHOT

    Crafting a Collaboration

    ​Carhartt Inc. teamed up with New Holland Brewing Co. to launch a commemorative beer that honors the brand’s blue-collar roots.

  • A Multilayered Strategy

    SMB SUCCESS

    A Multilayered Strategy

    ​​A cheeky branding campaign that asked SmartWool’s fans to ‘drop trou’ on social media led to a refocused strategy based on user-generated content.

  • Under the Pinfluence

    SOCIAL MEDIA

    Under the Pinfluence

    ​​Pinterest’s visual appeal can be a valuable brand-building tool. Here, experts weigh in on how to build and sustain an engaged following on the image-sharing site.

  • What a Riot

    MARKETING MANAGEMENT

    What a Riot

    No matter how foreign the industry context might seem, the fundamentals of marketing and sound people management remain the keys to success, writes Lawrence Crosby.

  • A Measurement Retrospective

    MARKETING MANAGEMENT

    A Measurement Retrospective

    The marketing industry’s outcome-averse approach to measurement is like taking a snapshot of a gourmet meal but never tasting the food, writes Northwestern University’s Don E. Schultz.

  • Marketing to the Misunderstood

    MARKETING MANAGEMENT

    Marketing to the Misunderstood

    Columnist Michael Krauss sits down with Danah Boyd, principal researcher at Microsoft Research.

  • The Rise of Entrepreneurial Thinking

    MARKETING MANAGEMENT

    The Rise of Entrepreneurial Thinking

    Experts examine how non-predictive logic can inform the new product development process.

  • Four Tips for Acing the Panel Interview

    AMA CAREER RESOURCE CENTER

    Four Tips for Acing the Panel Interview

    Panel interviews can be a little more challenging than a one-on-one meeting. Here's how to prepare.

  • On the Job: Steven Bushong

    AMA CAREER RESOURCE CENTER

    On the Job: Steven Bushong

    Steven Bushong, senior vice president of marketing operations at Disney/ABC Television group, discusses driving companywide change and pushing past fear of the unknown.

  • Executive Insights: Jason Doolan

    BACKPAGE

    Executive Insights: Jason Doolan

    Marketing director for cereals at General Mills Canada, Jason Doolan, discusses the #HowToDad Cheerios campaign.

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