Companies are facing intensifying pressure to take public stands on divisive political issues-but the strongest forces aren't coming from customers or...

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Traditional search marketing strategies need a refresh as AI platforms transform how consumers search online. Even market-leading brands risk becoming...

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Early-stage, developing, and mature companies have different marketing needs, which means that a chief marketing officer with a set of skills well suited...

Over the past 20 years the social media influencer industry has completely rearranged the way information and culture are conceived, produced, marketed,...

The authors' research findings: Athletes' image and quality of social media posts are more important than their follower counts, posts should feature...

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Employer branding doesn't get the same attention as consumer branding, but its a critical way to attract talent to your organization. By following five...

Case Study Reprint

This case provides a chronological view of Bud Light's sponsorship of Dylan Mulvaney, a transgender influencer, and the resulting impact. It helps students...

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The unique needs of companies at different growth stages are best served by a marketing organization designed to meet the organization's goals and a CMO...

Job expectations and responsibilities were misaligned in one out of three job specs, according to an analysis of 185 open C-suite roles.

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This case presents the Walt Disney Company's (Disney's) involvement in Florida House Bill 1557, the Parental Rights in Education Act, known by opponents...

Case Study Reprint

This case presents The Coca-Cola Company's (Coke's) involvement in the controversial Georgia voting bills. It can be used to explore brand purpose and...

Case Study Reprint

This technical note follows F. D. Wilder, who is being tasked with driving the Procter and Gamble's digital transformation effort. The cornerstone of...

Case Study Reprint

This field-based case introduces students to the challenges of building a professional brand through the lens of a college athlete. Since the National...

Case Study Reprint

This technical note will help provide insight on what a brand purpose is, why it matters, and how companies can vary in their design and application of...

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Transformational efforts require employees to work in new and unfamiliar ways. Generic knowledge and skills aren't enough to ensure that they can do this...