Jose B. Alvarez
There are 3 articles for this faculty member.
About Faculty in this Article:
Jose B. Alvarez is a senior lecturer in the Marketing unit at Harvard Business School.
Sharpening Your Skills: Online Marketing
| Published: | February 9, 2012 |
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| Feature: | Sharpening Your Skills |
| Forum: | open for comment; 2 Comments posted |
In this collection from our archives, Harvard Business School faculty discuss the latest research on online marketing techniques, including consumer reviews, video ads, loyalty programs, and coupon offerings.
Published in 2011
Retailing Revolution: Category Killers on the Brink
| Published: | October 10, 2011 |
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| Feature: | Research & Ideas |
| Forum: | open for comment; 17 Comments posted |
Mass-market retailers, particularly big-box "category killers," are under critical pressure from online competitors. For retailers that can react quickly enough, this upheaval is survivable. But those slow to see the tsunami wave on the horizon stand to be swept away, according to professors Rajiv Lal and José B. Alvarez.
Customer Loyalty Programs That Work
| Published: | July 27, 2011 |
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| Feature: | Research & Ideas |
| Forum: | open for comment; 18 Comments posted |
Thanks to ever-improving technology, customer loyalty programs are proving extremely popular among retailers—but merchants are not getting all they should out of them. The reason? Professor José Alvarez says retailers need to see customers as partners, not transactions.
