Friday, March 1, 2013

March 2013 Update: Advertising That Works

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MARCH 2013 ISSUE
MONTHLY UPDATE
Harvard Business Review
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March 2013 Cover
Advertising Analytics 2.0
by Wes Nichols
Advertising touch points no longer work in isolation. If your company doesn't analyze how they interact dynamically, it will be left behind.
Read the full article »
SPOTLIGHT ON THE FUTURE OF ADVERTISING
For Mobile Devices, Think Apps, Not Ads
by Sunil Gupta
People don't like advertisements on their screens—but apps that provide value or entertainment can drive sales and build long-term engagement with brands.
Advertising's New Medium: Human Experience
by Jeffrey F. Rayport
Marketers can make their ads welcome in the four spheres of consumers' lives: public, social, tribal, and psychological.
Creative That Cracks the Code
by Julia Kirby
Six campaigns provide assurance that the creativity of advertising will never cease.
ALSO IN THE MARCH ISSUE
Big-Bang Disruption
by Larry Downes and Paul F. Nunes
A new kind of innovator is creating—and destroying—whole markets overnight. And when competitors can come out of nowhere and instantly be everywhere, the old rules of strategy no longer apply.
The Case for Stealth Innovation
by Paddy Miller and Thomas Wedell-Wedellsborg
The corporate spotlight can be a dangerous place for unproven ideas. Often, a better strategy is to innovate under the radar.
Why "Fair Value" Is the Rule
by Karthik Ramanna
The answer lies in the changing makeup of the Financial Accounting Standards Board.
Do You Really Want to Be an eBay?
by Andrei Hagiu and Julian Wright
It often makes more sense to operate as a traditional reseller in order to maintain control over buyer-seller transaction.
Encyclopædia Britannica's President on Killing Off a 244-Year-Old Product
by Jorge Cauz
A world-class reference source transitions from bound volumes to digital learning products.
Making Sustainability Profitable
by Knut Haanaes, David Michael, Jeremy Jurgens, and Subramanian Rangan
In emerging markets, visionary enterprises are proving that environmentally responsible approaches can lead to big financial rewards.
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Video Graphic VIDEO: The Two Choices to Make in Strategy
Insight Center Graphic INSIGHT CENTER: The Future of Advertising
Audio Graphic AUDIO: Encyclopaedia Britannica's Transformation
IDEA WATCH
Why It Pays to Be a Category Creator
When in Chinatown, You Really Do Think More Chinese
Vision Statement: The Multitasking Paradox
COLUMNS
Richard A. D'Aveni on How 3-D Printing Will Change the World
Christopher Meyer on What Does It Take to Redesign an Industry?
FROM THE HBR ARCHIVES
Albert D. Lasker and the Creation of the Advertising Century
The New Science of Viral Ads
The Off-Line Impact of Online Ads
Getting the Most Out of Advertising and Promotion
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