Growing up in Denver, Colorado, I was aware only peripherally of the brand names that dominate other parts of the country. I had heard of Ralph’s, but only ever shopped at King Soopers. I knew of Dunkin’ Donuts, but had only tried it on visits to New York. At some…

Pricing strategies are an important part of the marketing mix. In Roger Kerin’s traditionally-inclined overview of the field, Marketing: The Core, he outlines various pricing strategies, from prestige pricing to loss-leader pricing, and some of the scenarios in which each would be best suited. Price, he claims, is an indicator…

In marketing, offering customers a choice seems like a good idea. If you can provide different products or services that meet the needs of different types of people, you can expand your overall market and ultimately your bottom line. This is the logic behind segmentation, a marketing strategy that groups…

Pick up a traditional marketing textbook, like Roger Kerin’s Marketing: The Core, and you’ll find an approach to marketing that feels very scientific. Kerin provides clear definitions of marketing concepts like “market segmentation” and “customer value.” He offers helpful tools like the “SWOT analysis” and the “consumer journey map.” …

Social media has a problem: hundreds of millions of accounts across the biggest social networks don’t belong to real humans. There are 275 million fake Facebook accounts. 95 million fake Instagram accounts. 48 million fake Twitter accounts. (And some of these are old numbers, current counts are likely much higher.) The Issue of Social Media Bots …

A friend of mine recently moved from the Upper West Side of Manhattan to Washington Heights, a neighborhood about 5 miles uptown. Her favorite grocery store, Trader Joe’s, was now a 30-minute subway ride away. But the distance wouldn’t stop her from frequenting the nautically-themed healthy food establishment. …

My name is Elazar Krausz. I’m a graduate student studying Digital Marketing and Media at the Yeshiva University’s Katz School, and this is my marketing blog. In this digital space, I’ll be exploring ideas about marketing from my Marketing Management and Strategy course and beyond. I’ll be learning from marketing…