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    MarketingRemove Marketing →

    New research on marketing from Harvard Business School faculty on issues including advertising, crisis communications, social media, digital marketing techniques and strategy.
    ← Page 14 of 296 Results →
    • 30 Jan 2006
    • HBS Case

    The Case of the Mystery Writer’s Brand

    by Julia Hanna

    A look behind how professor John Deighton developed a case study of mystery writer James Patterson. From the HBS Alumni Bulletin. Closed for comment; 0 Comments.

    • 04 Jul 2005
    • Research & Ideas

    Should You Outsource Your Marketing?

    by Poping Lin

    Few companies own all the marketing expertise they need, especially of the left-brain, analytic variety. Professor Gail McGovern outlines the pros and cons of turning over your marketing activities to outsiders. Closed for comment; 0 Comments.

    • 13 Jun 2005
    • Research & Ideas

    Rescuing Products with Stealth Positioning

    by Youngme Moon

    You may have a great product, but the category turns off potential customers. Think household robots. In this Harvard Business Review excerpt, professor Youngme Moon looks at how Sony and Apple broke consumer prejudice. Closed for comment; 0 Comments.

    • 18 Apr 2005
    • Research & Ideas

    Selling Luxury to Everyone

    by Julie Jette

    Few retailing segments have been as hot in the past several years as luxury goods. Even as middle-priced stores have struggled, luxury goods and luxury brands have, in many cases, outperformed the rest of retail. How? Closed for comment; 0 Comments.

    • 18 Apr 2005
    • Research & Ideas

    Tips to Reinvent the Department Store

    by Julie Jette

    The world of multi-category retailing—much better known to customers of Filene's, Macy's, and Hecht's as simply "department stores"—has been under assault for what seems like ages. How can big retailers not just survive but also thrive? Closed for comment; 0 Comments.

    • 18 Apr 2005
    • Research & Ideas

    Prosper with Multi-Channel Retailing

    by Julie Jette

    Reps from Abercrombie & Fitch, the Gap, and Bath & Body Works traded pointers in a panel session at the HBS Retail and Luxury Goods Conference on April 3. The upshot: Keep your brand message consistent both in-store and online. Closed for comment; 0 Comments.

    • 13 Mar 2005
    • Research & Ideas

    The Tricky Business of Nonprofit Brands

    by Manda Salls

    Coca-Cola, move over. Many of the world's best-known brands belong to nonprofits, but the brand management issues these organizations face can be quite different. A conversation with professor John A. Quelch and collaborator Nathalie Laidler-Kylander. Closed for comment; 0 Comments.

    • 31 Jan 2005
    • Research & Ideas

    Rethinking Marketing’s Conventional Wisdom

    by Garry Emmons

    Making advertising hard to find is just one way companies are rewriting conventional marketing strategies, says Harvard Business School professor Youngme Moon. Closed for comment; 0 Comments.

    • 22 Nov 2004
    • Research & Ideas

    Side Effects: The Case of Propecia

    by Sean Silverthorne

    Selling Propecia was a difficult marketing task for Merck & Co., and was recently the subject of a case study debated by Harvard Business School alumni. Closed for comment; 0 Comments.

    • 20 Sep 2004
    • Research & Ideas

    How Consumers Value Global Brands

    by Douglas B. Holt, John A. Quelch & Earl L. Taylor

    What do consumers expect of global brands? Does it hurt to be an American brand? This Harvard Business Review excerpt co-written by HBS professor John A. Quelch identifies the three characteristics consumers look for to make purchase decisions. Closed for comment; 0 Comments.

    • 19 Jul 2004
    • Research & Ideas

    Your Customers: Use Them or Lose Them

    by Martha Lagace

    Companies can differentiate on service profitably, says HBS professor Frances X. Frei. Here's how a new-thinking bank, insurance provider, and software company are using customer power to win. Closed for comment; 0 Comments.

    • 28 Jun 2004
    • Research & Ideas

    How to Avoid a Price Increase

    by Manda Salls

    Consumers hate price increases, but what is a company to do when material costs skyrocket? One answer: Think small. Professor John Gourville considers the alternative in this Q&A. Closed for comment; 0 Comments.

    • 19 Apr 2004
    • Research & Ideas

    Birth of the American Salesman

    by Laura Linard

    Modern sales management is a uniquely American story, says Harvard Business School's Walter A. Friedman, author of Birth of a Salesman. PLUS: Book excerpt. Closed for comment; 0 Comments.

    • 16 Feb 2004
    • Research & Ideas

    Marketing Wine to the World

    by Manda Salls

    From consolidation to the growing clout of mass retailers, structural changes have hit the wine industry. Professor Michael Roberto discusses the move from elitism to mainstream appeal. Closed for comment; 0 Comments.

    • 02 Feb 2004
    • Research & Ideas

    Where Does Apple Go From Here?

    by Sean Silverthorne

    Macintosh market share continues to decline, but the iPod and iTunes are hit products. Where does Apple Computer’s future lie? An interview with HBS professor David Yoffie. Closed for comment; 0 Comments.

    • 08 Dec 2003
    • Research & Ideas

    Why Europe Lags in Pharmaceuticals and Biotech

    by Sean Silverthorne

    Governmental, cultural and academic differences are hurting Europe’s chances of gaining on the U.S. Can anything be done? Closed for comment; 0 Comments.

    • 03 Nov 2003
    • Research & Ideas

    Making Money Making Movies

    by Manda Salls

    HBS professor Anita Elberse talks about the state of the international motion picture industry, movie piracy, and how to capture screens in foreign markets. Closed for comment; 0 Comments.

    • 16 Jun 2003
    • Research & Ideas

    Peeling Back the Global Brand

    by Martha Lagace

    The global brand is a hard nut to crack. In a session devoted to these seemingly all-powerful brands, professors and practitioners exposed the fault lines. Closed for comment; 0 Comments.

    • 02 Jun 2003
    • Research & Ideas

    Why Have Marketers Ignored America’s Man-of-Action Hero?

    by Manda Salls

    The man-of-action hero has been the central myth in American culture for twenty years. So why have only Budweiser and Nike tapped into this story? Professor Douglas B. Holt explains. Closed for comment; 0 Comments.

    • 05 May 2003
    • What Do You Think?

    Is This a Golden Era for Marketing Productivity?

    by James Heskett

    This should be a good time to be a marketer and a consumer as well, suggests Jim Heskett. More focused sales, less waste in advertising, an industry in tune with its best customers. Is this your experience? Do you think marketing has hit its stride? Can it? Closed for comment; 0 Comments.

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