Marketing Moments

Book Number One: Positioning The Battle for your Mind – Al Ries & Jack Trout

In this six segment set of Marketing Matters, Dr. Bonnie Knutson takes us through Marketing Resources and discusses a Letterman Top 5 of her go-to books for the small business owner related to marketing. She first lays out the challenge, as a simple Google search of Marketing gives these sorts of results: Marketing – 1,670,000,000 hits, Marketing books – 503,000,000.

In a Hat’s Off to David Letterman,
Here is a Half Top Ten List of Great Marketing Books

It seems everyone on the Internet has a “top 10” list of marketing books. As a professor at Michigan State University, I’m often asked for my recommendations too.

1. Luxury continues to move from the thing to the feeling the thing can bring…from a noun to a verb.
2. Continually challenges businesses to innovate/create…it is a fight against time. What is luxury today is a necessity tomorrow…called cycling…diffusion of innovation theory…(iPhone) (fashion).
3. Threats: 1) copycat/piracy. 2) Internet –increases competition/raises expectations.
4. What is luxury to one customer is common to another.

First, deciding what is and what isn’t a luxury brand for your business is highly subjective. Everyone can infuse an element of luxury into his/her business consumer brand experience. The way luxury brands managed are not. (Jim Tiffany)

Dr. Bonnie Knutson, a Professor in The School of Hospitality Business in the Broad College of Business for Michigan State University discusses how key drivers and cultural forces creating this shift in how luxury is defined are all intertwined.

Old luxury used to mean very expensive products, in limited supply, with great demand. Only a few people, who had a whole lot of money, could afford them. In the old view, luxury was about owning the actual product; it was about the thing.

In this inaugural episode of Marketing Moments, Dr. Bonnie Knutson, a Professor in The School of Hospitality Business in the Broad College of Business for Michigan State University. Widely known as an authority on emerging lifestyle trends and creative marketing strategies, she now brings that marketing perspective to Michigan Business Network.

Continuing a Michigan Business Network (MBN) tradition, Dr. Bonnie Knutson turns the tables on Michigan Business Network CEO, Chris Holman, and interviews him as her first guest for "Marketing Moments." They share a discussion of experiences over the past few decades in business, and also get into lessons learned from "Dad."

Chris Holman and Michigan Business Network are pleased to welcome Michigan State University's Dr. Bonnie Knutson, a professor in The School of Hospitality Business in the Broad College of Business. Widely known as an authority on emerging lifestyle trends and creative marketing strategies.