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Features professors Eve Geroulis and Ray Benton as they discuss macromarketing, which is the study of the influence that marketing policies and strategies have on an economy and society as a whole. We are all familiar with marketing campaigns,...
Today’s consumers are a puzzle for economists, marketers and brand managers. Far from taking “rational” decisions and behaving predictably, these consumers stray further and further from traditional models and segmentation. The past twenty...
Video - The Cocoa Exchange: A Case Study on Market Expansion and Sustainability
Written Case - The Cocoa Exchange: A Sweet Spot in the Supply Chain
In May of 2017, Mars, Incorporated, the world’s largest chocolate company,...