Academic programs and educators face numerous challenges related to teaching digital marketing. Today, the world of marketing is digital and marketing programs have struggled to maintain pace with the changes … Read more
This book serves as a concise guide for businesses seeking to enter the U.S. market from an international perspective. The book examines how the United States is positioned in the … Read more
What are the skills, interests, and personality traits necessary for a student to be successful in a marketing and advertising program? Why are these important for students to have? In … Read more
Millennials are the most researched and marketed to generation in history. But for forward-thinking brands and marketers, what— or who— is next? In an age when marketers are spending five … Read more
The managers’ capacity for true creativity and deep critical-thinking risks being diminished by our 24/7 connectedness in an information-intensive world. In order to investigate this, the authors devised a simple … Read more
The advertising industry has been talking about talent as one of the biggest issues facing the business for years. Yet, despite all of the news and attention, there isn’t much … Read more
The process we use to gather information in making decisions can be as important as the decisions themselves. Do you rely more on sophisticated analytics or intuition? Using a self-report … Read more
Creativity is high in demand and low in supply. How can the industry increase the wattage? In today’s world of advertising and marketing, change is the only constant. Well, except … Read more
Within the higher education community, professors have become too comfortable using textbooks. In the field of marketing, which I teach at the college level, our best textbooks contain loads of … Read more
One of the top marketing challenges that marketing managers and executives face today is to better understand social media and its promise as a marketing platform. The social media ecosystem, … Read more
Consumers are adopting increasingly active roles in co-creating marketing content with companies and their respective brands. In turn, companies and organizations are looking to online social marketing programs and campaigns … Read more