Creating an Integrated and Cohesive Marketing Strategy As marketing managers know, creating an integrated and cohesive marketing strategy has many moving parts. They must continually examine where they are and where they need to be, while trying to efficiently and...
Marketing to Farm Businesses Author: Justin Funk, Managing Partner, Agri Studies I’ve written before about how I believe one of the more significant challenges in any business is finding the best way to get sales teams and marketing managers on the same page. Although...
Using Brand Nostalgia to Improve Customer Loyalty Reviewers Alex Robinson, Graduate Student, and Dr. Brady Brewer, Assistant Professor Article The power of brand nostalgia: Contrasting brand personality dimensions and consumer-brand relationships of nostalgic and...
Why and How Can We Offer Congruence Between Online & Offline Channels to Customers When Embracing an Omnichannel Strategy? Reviewer Dr. Luciano Thomé e Castro, International Adjunct Professor Article Can off-line-online congruence explain online loyalty in...
The Second Generation of Strategic Agri-Marketing Authors: Caroline Edmondson, Communication and Marketing Intern, Center for Food and Agricultural BusinessTorrie Sheridan, Communication and Marketing Specialist, Center for Food and Agricultural Business In an...
Reviewer Dr. Luciano Castro, International Adjunct Professor Article Informational Challenges in Omnichannel Marketing: Remedies and Future Research by Tony Haitao Cui, Anindya Ghose, Hanna Halaburda, Raghuram Iyengar, Koen Pauwels, S. Sriram, Catherine Tucker and...
Reviewer Dr. Luciano Castro, International Adjunct Professor Article Digitization Capability and the Digitalization of Business Models in Business-to-business Firms: Past, Present, and Future by Thomas Ritter and Carsten Lund Pedersen Journal Journal of Industrial...
Article Challenger Marketing by Weng Marc Lim Journal Industrial Marketing Management, 2020. Vol. 84, 342-345 Reviewer Dr. Luciano Castro, Clinical Associate Professor Summary The concept of challenger marketing lives between sales and marketing functions. Recently...
Author: Dr. Scott Downey, Director and Professor For many years, we have talked about how sales and marketing have evolved over time. If we look at this historically, we can consider how the sales and marketing process focused on explaining product features because of...
Article The Magic that Makes Customer Experiences Stick. Stefan Thomke. Journal MIT Sloan Management Review. September 2019. Vol 61, No. 1 Reviewer Dr. Luciano Castro, Clinical Associate Professor Summary Mapping the customer journey and thinking of ways to improve...
