Category: Marketing

Displaying 32 results

How do you sell steel?

How does a manufacturing company in Baltimore thrive selling steel around the world? Titan Steel Corporation keeps manufacturing jobs in the U.S. by continually adapting to shifting suppliers and customers as macro trends and exchange-rate shifts alter the global competitive landscape.
Q & A
Global Business Marketing

What is ecological economics?

Robert Costanza is one of the founders of a trans-disciplinary effort to understand how economics is embedded in the broader ecosystem that supports all human activity. From this perspective, he sees both limits for economic growth and opportunities to improve long-term human well- being.
Q & A
Sustainability Economics Marketing

Where's the profit in nature?

One study in 1997 estimated the value of all the functions performed by ecosystems at $33 trillion per year — substantially more than the entire world economy. But in most instances, functions such as purification of water and air, nutrient cycling in soil, or the resilience created by biodiversity don't have a clear economic value. A number of firms around the world see opportunity in monetizing those functions.
Research
Marketing

What are the economics of happiness?

Economists have begun to use research into happiness to explore questions in economics, policy, and management. Betsey Stevenson of the Wharton School of the University of Pennsylvania surveys the work in this emerging field.
Q & A
Social Enterprise Economics Marketing

How do you market a global brand?

John Hayes, chief marketing officer at American Express, discusses creating relationships with a global customer base that ranges from individuals to multinational corporations.
Q & A
Global Business Marketing

What does a choice look like?

A number of economists, psychologists, and neuroscientists are using imaging studies to peek at the brain in action — trying to better understand why we make some of the choices we do.
Feature
Marketing

What are your customers thinking?

The question has always been critical to marketers. However, with rapid innovations in technology—social networks, mobile technology, new ways of delivering content—and the following shifts in behavior, it might be harder to answer than ever. Rishad Tobaccowala, the CEO of Denuo, a company that helps clients grapple with these trends, gives his take on the pulse of marketing today.
Q & A
Marketing

How do foreign companies market to India?

Even in a globalized world, culture can create real differences in how products are received from country to country. This can lead to both challenges and opportunities for businesses, according to Julien Cayla of the Australian School of Business.
Q & A
Marketing

Can you say 'Cosmo' in Russian?

You can find Cosmopolitan on news­stands in Korea, India, Russia, Greece, Brazil, China, and 50 other countries. How did the idea of the “fun, fearless female” go global — and pull in profits for Hearst?
Feature
Global Business Innovation Marketing