Marketing
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- 22 Nov 2004
- Research & Ideas
Side Effects: The Case of Propecia
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
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
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
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
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
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?
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
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
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
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?
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?
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.
- 21 Apr 2003
- Research & Ideas
Will American Brands Be a Casualty of War?
Does your U.S. brand play well overseas? If so, heed the words of Harvard Business School professor John Quelch: A swelling anti-American tide could wash away the international popularity of U.S. brands. Closed for comment; 0 Comments.
- 27 Oct 2002
- Research & Ideas
Want a Happy Customer? Coordinate Sales and Marketing
In today's hyper-competitive world, your sales and marketing functions must yoke together at every level—from the core central concepts of the strategy to the minute details of execution. Harvard Business School professor Benson Shapiro on creating the customer-centric team. Closed for comment; 0 Comments.
- 30 Sep 2002
- Research & Ideas
Use the Psychology of Pricing To Keep Customers Returning
When to charge for a product or service can be more important than how much to charge, says Harvard Business School professor John Gourville. If you want to build long-term loyalty with customers, you better understand the difference. Closed for comment; 0 Comments.
- 22 Jul 2002
- Research & Ideas
Is Performance-Based Pricing the Right Price for You?
Not every industry or company can benefit from performance-based pricing. But where there is a fit, PBP can be a powerful tool that merges the interests of buyers and sellers, says Harvard Business School professor Benson Shapiro. Closed for comment; 0 Comments.
- 24 Jun 2002
- Research & Ideas
Building ’Brandtopias’—How Top Brands Tap into Society
What are "identity brands" and why are they so powerful? HBS professor Douglas Holt explains how some top brands—including soft drink Mountain Dew—deliver imaginative stories that are perfectly attuned to society's deep desires. Closed for comment; 0 Comments.
- 06 May 2002
- What Do You Think?
- 04 Feb 2002
- Research & Ideas
How a Juicy Brand Came Back to Life
"Some brands just want to have fun, and from birth Snapple was one of them," says HBS professor John Deighton. As he explains in this excerpt from Harvard Business Review, the odyssey of the fun-loving beverage contains smart lessons for managers on branding and company culture. Closed for comment; 0 Comments.
Rethinking Marketing’s Conventional Wisdom
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.