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SPOTLIGHT ON THE FUTURE OF ADVERTISING |
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For Mobile Devices, Think Apps, Not Ads |
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by Sunil Gupta |
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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. |
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Advertising's New Medium: Human Experience |
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by Jeffrey F. Rayport |
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Marketers can make their ads welcome in the four spheres of consumers' lives: public, social, tribal, and psychological. |
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Creative That Cracks the Code |
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by Julia Kirby |
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Six campaigns provide assurance that the creativity of advertising will never cease. |
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ALSO IN THE MARCH ISSUE |
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Big-Bang Disruption |
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by Larry Downes and Paul F. Nunes |
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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. |
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The Case for Stealth Innovation |
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by Paddy Miller and Thomas Wedell-Wedellsborg |
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The corporate spotlight can be a dangerous place for unproven ideas. Often, a better strategy is to innovate under the radar. |
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Why "Fair Value" Is the Rule |
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by Karthik Ramanna |
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The answer lies in the changing makeup of the Financial Accounting Standards Board. |
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Do You Really Want to Be an eBay? |
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by Andrei Hagiu and Julian Wright |
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It often makes more sense to operate as a traditional reseller in order to maintain control over buyer-seller transaction. |
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Encyclopædia Britannica's President on Killing Off a 244-Year-Old Product |
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by Jorge Cauz |
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A world-class reference source transitions from bound volumes to digital learning products. |
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Making Sustainability Profitable |
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by Knut Haanaes, David Michael, Jeremy Jurgens, and Subramanian Rangan |
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In emerging markets, visionary enterprises are proving that environmentally responsible approaches can lead to big financial rewards. |
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