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marketing

Brand Owners, Be Careful to Manage Your Brand's E-Commerce Presence

Price competition, market fragmentation, and word-of-mouth have dented brand loyalty in the digital era.

Jifeng Mu  
marketing

Navigating the New Era of Influencer Marketing: How to be Successful on Instagram, TikTok, & Co.

Firms need to find the right influencers for the right markets.

California Management Review  
marketing

Monetizing Social Media

Despite shortcomings, influencer marketing is here to stay.

David Salisbury  
marketing

Old School Marketing: Still Effective in the Social Media Age

Because of the focus on social media, it's easy to forget that conventional marketing channels like print and email a...

David Salisbury  
marketing

Social Media Marketing: Essential, but with Pitfalls

Most businesses now rely on social media to connect with customers. But the migration online has been accompanied by ...

David Salisbury  
marketing

Populist Online Marketing 101

To the dismay of many, political populism has returned. This is the era where the loudest, most irreverent characters...

David Salisbury  
marketing

Adaptation as the Key to Survival

Comparing thyssenkrupp’s recent innovation strategies to IBM’s past innovation strategies can help us learn how corpo...

Nikolas Jintri  
marketing

Do Tech Startups Give Bitcoin Power to Lift Up… or Destroy Lives?

Cryptocurrencies are particularly appealing to those who are interested in building a global financial infrastructure...

Kimberly Rotter  
marketing

Branding Ourselves: The Millennials on the Market

The way in which millennials perpetuate their social identities is highly influenced by the technology boom. However,...

Danielle Miguel  
marketing

The Campus Rep: How Companies Market on Campus

Campus representatives are common sights at any college, boosting awareness of brands and their benefits among the st...

Jessie Qian  
marketing

In the Spirit of Holiday Marketing: The Wants and Needs of American Consumers

Businesses should examine the ways in which they can strategically cater to their consumers. But consumer wants and n...

Danielle Miguel  
marketing

Maersk: The Value of Social Media

Even B2B brands can benefit from the boost in consumer awareness conferred by a strong social media presence.

Lillian Dong  
 

California Management Review

Berkeley-Haas's Premier Management Journal

Published at Berkeley Haas for more than sixty years, California Management Review seeks to share knowledge that challenges convention and shows a better way of doing business.

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