Picture a dinner party with crowds of people milling about, sharing laughs, exchanging information and holding forth about matters great, small and in between. Now imagine that, at that same party, a few guys are off in a corner with their hands covering their ears and …
Few businesspeople dispute the importance of consumer research to a marketing plan, but rare indeed is the industry leader that chooses to reposition an entire brand based on a study.
However, office-supply giant OfficeMax is poised to do just that.
Driven by new research on customers’ shopping …
These days, members of KCSM-TV, a public-broadcast station based in San Mateo, Calif., have an unusually intimate relationship with station programming director Steve Opson.
Through a direct mail campaign that won the 2008 Bronze ECHO award, Opson appears to station viewers as …
Throughout its history, World Wrestling Entertainment Inc. (WWE) has never been accused of subtlety. The incubator for superstars with nicknames like “The Body” and “the Rock,” WWE has evolved …
Sports fans can access content from any number of media outlets these days, so it can take some fancy maneuvering by marketers to target them effectively. Thus far, …
The shelves of Office Depot were turning green.
The changes had nothing to do with new packaging or fixture color, but rather with new ways of thinking.
Year ago, managers …
