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New research on marketing from Harvard Business School faculty on issues including advertising, crisis communications, social media, digital marketing techniques and strategy.
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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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.