Marketing Strategy →
- 18 Apr 2005
- Research & Ideas
Tips to Reinvent the Department Store
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.
- 31 Jan 2005
- Research & Ideas
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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 06 May 2002
- What Do You Think?
- 29 Oct 2000
- Research & Ideas
Building a Powerful Prestige Brand
Leveraging ambition, customer input, intuition, and a keen commercial imagination, a daughter of immigrant shopkeepers created a leader in the global prestige cosmetics market. HBS professor Nancy Koehn examines the genius of Estée Lauder. Closed for comment; 0 Comments.
- ←
- 9
Should You Outsource Your Marketing?
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.