It’s a celebrity world and marketers have to deal with it.
Think bottom up, not top down.
The most difficult job in marketing.
The seven challenges of Coca-Cola.
Focus on pre-emption. Not differentiation.
Focus on categories. Not brands.
Hard versus soft attributes.
Fage and the yogurt wars.
Company versus product brands.
What we can learn from JC Penney.
The three rules of marketing.