What Is the Proper Role of Marketing?

In Marketing in the 21st Century by Evans and Berman, marketing is defined as the “anticipation, management, and satisfaction of demand through the exchange process.” According to the American Marketing Association: Marketing “is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and […]

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How Audacious Companies Are Changing the World

It may not seem like it at times, but there are a lot of audacious companies out there whose mission is to change the world. Inc. has identified 25 such companies: “What’s an ‘audacious’ company? It’s a superlative we chose very carefully. On the one hand, such companies are defined as bold, courageous, even heroic. […]

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A Flying Camera: Myth Or Reality?

In our Hofstra graduate product innovation class this semester, we have talked about the possibility of a commercially-viable, hands-free, voice-activated, floating camera. We have had fun with what we thought was a hypothetical class discussion. But, it seems that at least aspects of the product we talked about in class may be coming sooner than […]

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What Drives Shopping Behavior?

As Anum Hussain, an inbound marketing manager for the inbound sales division of HubSpot, writes: “The way people buy products and services online has dramatically changed over the years — and these days, the customer has more power than ever. To understand more about what influences today’s customer, the folks at BigCommerce analyzed a range of E-commerce […]

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A Clever Take on What Brands Cannot Do for Us

Sorry brand marketers, but your brands cannot solve all of our lives’ problems or issues. 🙂 Enjoy this slideshow by Michael Paredrakos, Strategic Planner at the Curious Brain.    

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The U.S. Middle Class: Losing Some of Its Luster Globally

The income of the U.S. middle class is still among the world leaders — but the lead is narrowing. According to, David Leonhardt and Kevin Quealy, reporting for the New York Times: “The American middle class, long the most affluent in the world, has lost that distinction. While the wealthiest Americans are outpacing many of […]

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Why Many Shoppers Like Small Firms

Although this is the era of huge retailers, many shoppers still like patronizing small companies — even though large firms account for most retail sales revenues. As reported by eMarketer: “U.S. consumers are choosing small businesses because of the personalized experiences they provide compared with larger businesses. According to April 2014 data from AYTM Market […]

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L’Oréal Ups Its Product Mix in China

L’Oréal is a leading global beauty-care company: “For more than a century, L’Oréal has devoted itself solely to one business: beauty. It is a business rich in meaning, as it enables all individuals to express their personalities, gain self-confidence, and open up to others. L’Oréal has set itself the mission of offering all women and […]

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What Motivates Car Buyers Around the World?

There are many different reasons why consumers buy specific car types and models — even in the United States. But, how different are purchase motivations around the world? To answer this question, Nielsen recently conducted a large-scale online survey in 60 countries: “’Linking global automotive demand with consumer sentiments and media habits is vital to […]

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The Impact of Corporate Culture on Branding

A clear , desirable, and distinctive product/brand positioning message is essential for companies to be successful in today’s competitive marketplace. What is sometimes under-appreciated is how crucial the corporate culture is in establishing and maintaining the correct product/brand position in consumers’ minds. Take a look at this infographic for an innovate perspective on this from […]

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