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Why Marketers Are Returning to Traditional Advertising
Sales & Marketing Digital ArticleSeven reasons companies are reinvesting in TV, radio, and print ads. -
How Paper Catalogs Remain Relevant in a Digital Age
Sales and marketing Digital ArticleResearchers found they can effectively recreate the sensory experience of in-store shopping. -
Does Personalized Advertising Work as Well as Tech Companies Claim?
Sales & Marketing Digital ArticleIf you're not careful, you'll end up "acquiring" existing customers. -
Marketing Malpractice: The Cause and the Cure
Sales & Marketing Magazine ArticleTed Levitt used to tell his Harvard Business School students, "People don't want a quarter-inch drill--they want a quarter-inch hole." But 35 years later,... -
Why Companies Are Advertising Their Master Brand
Sales & Marketing Digital ArticleInstead of individual products. -
High-Tech Touchpoints Are Changing Customer Experience
Customer experience Digital ArticleAs technology becomes more powerful and affordable, your company is only limited by its imagination. -
People Don't Like Anything (or Anyone) Moving Toward Them
Leadership & Managing People Magazine ArticleA new study indicates that approaching objects and individuals make people uncomfortable--even if those things pose no threat. Advertisers and public... -
Comparing the ROI of Content Marketing and Native Advertising
Brand management Digital ArticleWhich one should you invest in? -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
Is Programmatic Advertising the Future of Marketing?
Customer experience Digital ArticleMachines are taking over much of what marketers do today. -
Advertising’s Big Data Dilemma
Marketing Digital ArticleAn algorithm can never truly master the art of persuasion. -
Ads That Don't Overstep
Sales & Marketing Magazine ArticleData gathered on the web has vastly enhanced the capabilities of marketers. With people regularly sharing personal details online and internet cookies... -
Great Advertising Is Both Local and Global
Brand management Digital ArticleFocus your campaign on a universally embraced idea that will resonate worldwide. -
How to Profit from "Lean Advertising"
Sales & Marketing Magazine ArticleCompanies are increasingly turning to online video advertising, which costs a small fraction of what traditional ads and paid media typically cost and... -
Content Marketers Need to Act Like Publishers
Sales & Marketing Digital ArticleNot just think like them. -
B2B Sales Culture Must Change to Make the Most of Digital Tools
Sales & Marketing Digital ArticleYou can't deliver a modern customer experience with a dated approach. -
Scary Health Warnings Can Boost Sales
Sales & Marketing Magazine ArticleA series of studies reveals that the warning labels added to risky products can make those products more appealing to consumers. The mere inclusion of... -
Spielberg Variables
Sales & Marketing Magazine ArticleUnilever applies the principles of feature film directing and editing to turn so-so commercials into winners. -
Winning at Influencer Marketing
Management Digital ArticleOver the past 20 years the social media influencer industry has completely rearranged the way information and culture are conceived, produced, marketed,... -
Four Lean Advertising Campaigns That Went Viral
Advertising Digital ArticleInexpensive videos can sell products, but you’ve got to know what works (and what doesn’t).
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Brand Storytelling
Sales & Marketing Case Study8.95View Details Marketers have long appreciated the value and power of storytelling. Stories fill brands with resonant and relevant meaning and empower brands to serve... -
UnME Jeans: Branding in Web 2.0
Sales & Marketing Case Study11.95View Details This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video sharing sites, and encourages students to explore... -
V-Cola: Confidential Instructions for C.F. Oh Chief Financial Officer, Trek Beverages
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
The DivaCup: Navigating Distribution and Growth
Sales & Marketing Case Study11.95View Details When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially... -
Goldman Sachs: The 10,000 Women Initiative
Sales & Marketing Case Study11.95View Details Goldman Sachs' five-year, $100 million philanthropic initiative to provide practical business and management education to 10,000 women around the globe... -
Digital Media Group: The Shanghai Bid
Innovation & Entrepreneurship Case Study11.95View Details In December 2008, Thomas G. Tsao, acting CEO of Digital Media Group (DMG), a venture-backed provider of technology and media used primarily in subways,... -
How Advertising Works
Sales & Marketing Case Study11.95View Details This note explores how advertising works from a consumer behavior perspective. Following an overview of some of the traditional hierarchical approaches... -
V-Cola: Confidential Instructions for Price Down Procurement Consultant, Down Consulting
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
Mary Kay Cosmetics, Inc.: Marketing Communications
Sales & Marketing Case Study11.95View Details Marketing executives at the company are considering the merits of a variety of communications programs designed to increase the effectiveness of the company's... -
Brand Tanishq: Navigating Social Media Backlash
Sales & Marketing Case Study11.95View Details The chief executive officer of the jewellery division at Titan Company Ltd. withdrew two successive advertising campaigns for jewellery brand Tanishq... -
G. Heileman Brewing Co. (C): Public Controversy Over PowerMaster
Sales & Marketing Case Study5.00View Details Supplements the (A) case. Designed as an in-class handout. -
FleetBoston Financial: Online Banking
Technology & Operations Case Study11.95View Details As the ninth largest bank holding company in the United States in 2000, FleetBoston Financial Corp. provided a myriad of financial services, including... -
UnDosTres
Management Case Study11.95View Details Arpit Gupta, Naveen Sharma, and Vikram Deswal co-founded the mobile payment app UnDosTres in Mexico City in 2015. In the past, Gupta had worked at Paytm,... -
V-Cola: Confidential Instructions for Cly Entman Client Services Director, Chikara Advertising
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
The Man Who Sold America: The Amazing (but True!) Story of Albert D. Lasker and the Creation of the Advertising Century
Communication Book27.95View Details We're living in the Age of Persuasion. Leaders and organizations of all kinds--public and private, large and small--fulfill their missions only by competing... -
Fueling Sales at EuroPet
Sales & Marketing Case Study11.95View Details EuroPet S.A. was a multinational company operating gas stations in many European countries. There was a growing propensity for supermarkets to attach... -
Magellan Boatworks
Sales & Marketing Case Study8.95View Details Magellan Boatworks is a midsize manufacturer of customized, power "cruising yachts." In the face of economic and political uncertainty in late 2016, Magellan's... -
Boots: Hair-Care Sales Promotion
Sales & Marketing Case Study11.95View Details Boots Group PLC, one of the best known and respected retail names in the United Kingdom, provided health and beauty products and advice that enhanced... -
Publicis Groupe 2009: Toward a Digital Transformation
Leadership & Managing People Case Study11.95View Details After a series of acquisitions, Maurice Levy, the Chairman and CEO of Publicis Groupe, had created the fourth largest marketing and communications company... -
Infection Control at Massachusetts General Hospital
Technology & Operations Case Study11.95View Details The case explores the challenges facing Massachusetts General Hospital concerning the adoption of a new infection control policy, which promises to improve...
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Brand Storytelling
Sales & Marketing Case Study8.95View Details Marketers have long appreciated the value and power of storytelling. Stories fill brands with resonant and relevant meaning and empower brands to serve... -
UnME Jeans: Branding in Web 2.0
Sales & Marketing Case Study11.95View Details This case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video sharing sites, and encourages students to explore... -
Why Marketers Are Returning to Traditional Advertising
Sales & Marketing Digital ArticleSeven reasons companies are reinvesting in TV, radio, and print ads. -
V-Cola: Confidential Instructions for C.F. Oh Chief Financial Officer, Trek Beverages
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
The DivaCup: Navigating Distribution and Growth
Sales & Marketing Case Study11.95View Details When the mother-daughter founders of DivaCup set out with a mission to disrupt the menstrual care industry with an innovative product form, they initially... -
Goldman Sachs: The 10,000 Women Initiative
Sales & Marketing Case Study11.95View Details Goldman Sachs' five-year, $100 million philanthropic initiative to provide practical business and management education to 10,000 women around the globe... -
Digital Media Group: The Shanghai Bid
Innovation & Entrepreneurship Case Study11.95View Details In December 2008, Thomas G. Tsao, acting CEO of Digital Media Group (DMG), a venture-backed provider of technology and media used primarily in subways,... -
How Advertising Works
Sales & Marketing Case Study11.95View Details This note explores how advertising works from a consumer behavior perspective. Following an overview of some of the traditional hierarchical approaches... -
V-Cola: Confidential Instructions for Price Down Procurement Consultant, Down Consulting
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
Mary Kay Cosmetics, Inc.: Marketing Communications
Sales & Marketing Case Study11.95View Details Marketing executives at the company are considering the merits of a variety of communications programs designed to increase the effectiveness of the company's...