Color Kinetics: Light your colorful mind
See the George Mueller presentations here
MarketSoft Corporation: Winning the Marketplace
See the Greg Erman presentation here
Transbank: Pay everything with “Redcompra” Marketing Campaign could work in South Africa?
The Chilean Marketing Communication Campaign The Chilean company Transbank was thinking in a subprime post-crisis campaign for their debit card [...]
KEURIG: Coffee House Taste by the Cup
See the Nick Lazaris presentation here
DirecTV: Prepaid television for all?
Introduction During the year 2008 the satellite pay-tv company DirecTV (DTV) developed an interesting marketing campaign in Chile, focusing on [...]
Why Wal-Mart uses different brands?
Intercultural Communication In today’s changing and demanding world, companies or maybe we have to say transnational companies are trying to [...]
Master Dog “Dog Lover” marketing campaign in UK
Introduction The present report is to analyze a marketing communication campaign that has been developed in the country of Chile [...]
Marketing Communications strategy in a global basis: The McDonald´s example
One of the major challenges for companies in these days is the development and implementation of their marketing communications strategy [...]
Ethnographic Research Method for Business Applications
Introduction The present study wants to reveal what is the qualitative Ethnographic Research (ER) method about, what is their scope, [...]
Kit Kat: The rising power of customers
The marketing communications theories have changed in the last decades, the traditional way of making advertising has less influence, the [...]
Marketing at McDonald’s
McDonald’s is one of the best known brands worldwide. This case study shows how McDonald’s aims to continually build its [...]
Seminario Internacional Redes Sociales en Universidad de Chile
El 5 de julio, Iniciativa Científica Milenio y Educación Ejecutiva de Ingeniería Industrial organizaron el Seminario Internacional “Redes sociales: desafíos en [...]
How to Define a Marketing Research Problem
Preparing a perfect marketing research report depends on the research problem statement. The more clear and comprehensible your problem statement [...]
Innovation in the insulin´s industry: Eli Lilly & Pfizer
Introduction The focus of the present paper is to understand why the pharmaceutical companies Eli Lilly and Pfizer failed in [...]
Voice of Customers: Lessons from Hyundai and MarketSoft
The Hyundai example shows us an innovative way to restructure a product like their 2007 Santa Fe model. This ethnographic [...]