Strategy

Tuned In
March 1, 2008

TV Guide certainly has gone through a transformation. The publication — a division of Gemstar-TV Guide International, a leading media company based in New York — has morphed from a journal used by consumers solely to check TV listings into a full-on entertainment publication.

Big Kids
March 1, 2008

If you’ve been in the world of direct, digital or interactive marketing for a while, you’ve probably heard of Jerry Shereshewsky.

Bang & Olufsen - A Great Dane Wises Up
March 1, 1998

Who are Bang & Olufsen buyers? In the mid-1990s, Bang & Olufsen began an aggressive campaign to expand its share of the audiophile market. When building a business, it's a good idea to (1) know who your customers are and (2) go where they are. At the time Bang & Olufsen was operating on the assumption that its typical buyer was a single professional male between the ages of 25 and 30 with an average income of $50,000. Wrong. For example, at the time we bought our first B&O rig, I was 42; when we bought the table model 15 years later I