3Qs: Microsoft trying to take another bite of the Apple?

It was recently announced that Apple, assessed at $150 bil­lion, sur­passed Google as the world’s most valu­able brand. This comes a year after over­taking Microsoft as the globe’s most valu­able tech­nology com­pany. The day after the announce­ment, Microsoft made its biggest pur­chase to date, buying Skype for $8.5 bil­lion. Here, Andrew Rohm, asso­ciate pro­fessor of mar­keting at North­eastern Uni­ver­sity, assesses the branding and mar­keting strate­gies employed by these goliath companies.

3Qs: Is mobile marketing a trend or just trendy?

Smart phone users are con­stantly on the move, and adver­tisers are increas­ingly trying to catch them along the way. Groupon, for instance, has now launched a ser­vice pitching deals to users based on their cur­rent loca­tion. Fareena Sultan, pro­fessor of mar­keting and the Robert Mor­rison Fellow in the Col­lege of Busi­ness Admin­is­tra­tion, assesses the future of mobile mar­keting and the poten­tial for con­sumer backlash.