Digital Exclusives
With the next generation of marketing already here, the time and place is now for honest dialogue about the discipline’s direction.
A SPOC online course teaches execs how to live long and prosper through marketing.
Building a relationship with the CFO is a good idea for any CMO. “The Fighting CMO” offers five ways to do so.
Communications pro and travel writer Lisa Niver explains why YouTube marketing requires persistence and a long-term commitment to the medium, and how to do it.
Marketing execs should cultivate the CFO, writes “the Fighting CMO.” It may be the most important part of their job.
Marketing exec Leo Levinson explains how companies often lose control of their brand and why it’s important to get it back.
For marketing execs, cultivating the chief information officer is an absolute must in this data-intensive age. David T. Scott offers five ways to do it right.
The best social marketing turns corporations into trusted friends for consumers. But are companies ready to ditch immediate returns for “youtility”? Penn alumna Lisa Niver thinks not.
Long-time marketing exec, author and Wharton MBA alumnus David T. Scott offers three tests to help marketing professionals determine a good CMO job from bad.
Why marketing executives ought to take care during their next job search, according to Chief Marketing Officer David T. Scott.
Wharton author and professor Jonah Berger blows into the Windy City to offer insights as to why trends, products and ideas go viral.
Prof. David Bell shares his latest research and insight on where Internet and offline sales and marketing intersect with the Wharton MBA Reunion audience.
BlackBerry is attempting a rebound, and it—and any organization in a similar predicament—ought to think deeply about the creation of their new brand identity.
The Wharton School's Whitney M. Young Jr. Professor of Marketing and "Brand Identity Theorist" explains how companies, products and people need to create a unique image—much like he does for himself.
What's the value of a customer to a luxury automaker?
Wharton undergrad courses connect classroom theory to real-world problems faced by major corporations
