Marketing

Amid the Fantasy, Comic-Con Tackles the Real World

Comic-Con International: San Diego celebrates superheroes, science fiction and fantasy. But between all the hoopla and cosplayers, some workshops tackle serious issues — such as this year’s “Art During the Holocaust.”

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How a Twitter Audience of One Can Drive Business

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Twitter is like a megaphone, but business should see it more like a telephone, according to this opinion piece.

Marketing at Comic-Con: More Is More

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Given the varied approaches to creating a buzz-worthy brand experience at San Diego Comic Con – including VR, escape rooms and immersive environments -- what should a marketer do to[…]

How Emotional Marketing Can Drive Business Growth

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The field of analytics is uncovering a deeper understanding of what customers value. One insight: Successful insurgent companies rely on emotional marketing appeals.

How Storytelling Helps Companies Build Rapport

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Storytelling can transform a company’s relationships with its customers and employees, according to a new book.

‘It Won’t Happen to Me’: Why People Don’t Prepare for Disasters

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Major hurricanes can cause mass casualties and catastrophic damage, and yet people never seem to be as prepared as they could be. Wharton's Robert Meyer explains what can be done[…]

Is an Apology an Effective Marketing Campaign?

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Brands including Facebook, Wells Fargo and Uber have unveiled ad campaigns focused on making amends for recent misdeeds. But is it the right move?

How World Cup Sponsorship Mirrors Global Economic Shifts

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The World Cup has seen a major shakeup in sponsorship in recent years, with Chinese firms emerging as key spenders despite the nation having played in the tournament just once[…]
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Greentown China Holdings: Moving Toward an Asset-light Business Model

  • Jun 26, 2018
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Greentown, one of China’s largest real estate companies, is a market leader in deploying an asset-light business model.
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Evergrande’s Sea Venice: Developing China’s Leisure Real Estate Sector

  • Jun 26, 2018
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Evergrande Group's Sea Venice real estate project has attracted hordes of buyers in China's leisure property market.

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