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Focus On: Marketing

In this issue, we explore the value of marketing knowledge, as well as strategies for understanding consumer segments to launch new products and services, essential knowledge for both marketers and nonmarketers alike, and a new book on what makes great companies go bad. No matter what your role or background, this is marketing knowledge no manager should be without.

Articles


What Everyone Needs To Know About Marketing
In a time of increasing cross-disciplinary emphasis, everyone in the organization needs to know about marketing. Wharton Professor Jagmohan Raju identifies some of the key things they need to know. More


Branded Gas Stations: Consumer Behavior at Point-of-Sale
Managers in Wharton's Essentials of Marketing program examined tools to understand consumers—often better than they understand themselves—and used this knowledge to segment the market and design product and service offerings. More


The Bottom-Line Impact of Marketing and Other Intangible Investments
As more company value is tied up in intangible assets such as brand equity or intellectual property, companies have to become more sophisticated about measuring intangibles and relating them to financial performance. Wharton experts offer insights on how to close the loop. More


Why Great Companies Go Bad
In his new book, Jagdish N. Sheth examines the paths that lead very successful companies to disaster. What can we learn from their mistakes? More

Last Month's Poll Results
View Wharton@Work reader's response to the question "What has been the most significant factor in your own career success?". More

cartoon1 cartoon1

It's all marketing—no one actually wears that stuff.
© The New Yorker Collection 2006 Leo Cullum from cartoonbank.com. All Rights Reserved.

I wouldn't worry about it—this is marketing's headache.
© The New Yorker Collection 2002 Alex Gregory from cartoonbank.com. All Rights Reserved.


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This Month's Poll

Is pay-for-performance marketing a significant component of your organization's marketing mix?




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Related Articles in Knowledge@Wharton

> Brand Building in the Digital Age: A Dizzying Array of Choices

> Network-Based Marketing: Using Existing Customers To Help Sell to New Ones

> Can't Find That Dress on the Rack? Retailers Are Pushing More Shoppers to the Web

> Marketing for the Bottom Line

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