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How E-Commerce Will Trump Brand Management
Marketing Magazine ArticleThe Internet promises to give marketing the same boost in productivity that new operational strategies have given to manufacturing. -
Closing the Gap Between Digital Marketing Spending and Performance
Sales & Marketing Digital ArticleHow marketers can maximize returns. -
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. -
Does Facial Recognition Tech Enhance Security? (HBR Case Study and Commentary)
Technology & Operations Magazine ArticleThe new system in a day-care center is producing biased results--setting off an alarm when some dark-skinned parents enter the lobby. The director of... -
The Mismanagement of Advertising
Marketing Magazine ArticleCompanies are spending more money than ever on advertising. So why are the results so disappointing? -
Comparing the ROI of Content Marketing and Native Advertising
Brand management Digital ArticleWhich one should you invest in? -
How to Value a Company by Analyzing Its Customers
Customer experience SpotlightA step-by-step guide to customer-based corporate valuation -
Profits for Nonprofits: Find a Corporate Partner
Sales & Marketing Magazine ArticleHere's a familiar story: A nonprofit organization joins forces with a corporation in a cause-related marketing campaign. It seems like a win-win deal,... -
WPP’s CEO on Turning a Portfolio of Companies Into a Growth Machine
Growth strategy Magazine ArticleFinding the synergies in a holding company -
What You Need to Know About California's New Data Privacy Law
Global Business Digital ArticleAny company with Californian customers will be affected. -
Marketing Meets Mission
Marketing Magazine ArticleLearning from brands that have taken on global health challenges -
Spielberg Variables
Sales & Marketing Magazine ArticleUnilever applies the principles of feature film directing and editing to turn so-so commercials into winners. -
“Over Time, the Market Will Demand This Information”
Customer experience SpotlightA conversation with Vanguard chairman emeritus Jack Brennan -
Double Jeopardy of Sales Promotions
Sales & Marketing Magazine ArticleMany U.S. manufacturers, searching for growth in maturing consumer markets, have shifted their emphasis from advertising to sales promotions. But promotions... -
The Future of Marketing, as Seen at Cannes Lions
Marketing Digital ArticleMomentum is with brands, not agencies. -
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,... -
The Costly Bargain of Trade Promotion
Marketing Magazine ArticleOne of the most significant phenomena in retailing in recent years has been the shift in power from manufacturers to the trade. In frequently purchased, heavily advertised goods, the dominant players have become the big chains like Safeway, Wal-Mart, Kroger, K mart, Toys “R” Us, Walgreen, CVS, Home Depot, and Circuit City. Partly as a […] -
The High Price of Low-Cost CPMs
Sales & Marketing Digital ArticleWhy are you paying for bots to click on your ads? -
Men Buy More from Manly Men
Psychology Magazine ArticleGetting Tom Brady to promote your brand is an excellent idea, new research suggests. -
New Laws of the Jingle
Sales & Marketing Magazine ArticleDoes the ad jingle have a future? HBR senior editor Leigh Buchanan points out the appeal of simplicity in a complicated age.
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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... -
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... -
A Primer on Programmatic Advertising
Sales & Marketing Case Study8.95View Details By 2016 the explosion of digital advertising was a global phenomenon. And many industry observers believed that programmatic advertising, that is digital... -
AUB Medical Center: Achieving 2020 Vision (A)
Leadership & Managing People Case Study11.95View Details An academic and medical practitioner leaves Harvard Medical School to join the American University of Beirut Medical Center (AUBMC) as dean of the School... -
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. -
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... -
AUB Medical Center: Achieving 2020 Vision (B)
Leadership & Managing People Case Study5.00View Details Supplement case for case W14434. -
Gupta Media: Performance Marketing in the Digital Age
Sales & Marketing Case Study11.95View Details Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social... -
Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis
Sales & Marketing Case Study5.00View Details In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of twenty of its confectionery brands, including the... -
Fidelity Incorporated: Pricing the Fidelity Blue Chip Growth Fund
Sales & Marketing Case Study11.95View Details This case presents an application of conjoint analysis in a financial services setting. It is best used in a course on marketing research. The decision... -
Dumb Ways To Die: Advertising Train Safety (C)
Sales & Marketing Case Study5.00View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
Intel: A Multimedia Exercise in Advertising Management
Sales & Marketing Case Study8.95View Details Marketing management must recommend TV advertising for the U.K. launch of the Pentium microprocessor. Eight advertising concepts are available; market... -
Groupon for Local Businesses
Sales & Marketing Case Study11.95View Details Local businesses' experiences with using Groupon to promote themselves ran the gamut of roaring success to absolute failure. Why is there such a large... -
Konecta: Strategic Transformations in a Digital Era
Management Case Study11.95View Details The case analyzes the evolution of the business model of the Spanish multinational Konecta, which, since its origin, was dedicated to providing Contact... -
Valuing Snap After the IPO Quiet Period (A)
Finance & Accounting Case Study11.95View Details Snap, the disappearing message app, went public at $17 per share on March 2, 2017, making its two 20-something founders the youngest self-made billionaires... -
Gillette Co.: Dry Idea Advertising (A), Video Introduction
Sales & Marketing Case Study5.00View Details Provides an overview of video contents and three attachments: 1) chart discussed at meeting shown in video, 2) historical Dry Idea copy strategies, and... -
Navya: Steering Toward a Driverless Future
Sales & Marketing Case Study11.95View Details In 2022, Sophie Desormière arrived at French roboshuttle producer Navya, tasked with charting a new course in a challenging sector. The company, which... -
V-Cola: Confidential Instructions for Connie Sultant "New media" Consultant
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... -
Bertelsmann: The Ownership Question
Organizational Development Case Study11.95View Details Leaders of Bertelsmann AG (BAG), the 5th largest media conglomerate worldwide, and first in Europe, had a decision to make in early 2006. Under an agreement... -
Buck & Pulleyn
Leadership & Managing People Case Study11.95View Details A woman CEO believes that industry and organizational conditions require for a reengineering/restructuring job her company. However, she wants to gain...
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Marketing Today: Branding for Digital Marketing and Social Media
Sales & Marketing Digital ArticleBasics of Branding: A Practical Guide for Managers is a 6-chapter book published in 2013 by the Business Expert Press and written by Jay Gronlund, president... -
How E-Commerce Will Trump Brand Management
Marketing Magazine ArticleThe Internet promises to give marketing the same boost in productivity that new operational strategies have given to manufacturing. -
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... -
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... -
A Primer on Programmatic Advertising
Sales & Marketing Case Study8.95View Details By 2016 the explosion of digital advertising was a global phenomenon. And many industry observers believed that programmatic advertising, that is digital... -
Design Your Marketing Organization to Fit Your Company's Growth Stage
Management Digital ArticleThe unique needs of companies at different growth stages are best served by a marketing organization designed to meet the organization's goals and a CMO... -
AUB Medical Center: Achieving 2020 Vision (A)
Leadership & Managing People Case Study11.95View Details An academic and medical practitioner leaves Harvard Medical School to join the American University of Beirut Medical Center (AUBMC) as dean of the School... -
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. -
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... -
AUB Medical Center: Achieving 2020 Vision (B)
Leadership & Managing People Case Study5.00View Details Supplement case for case W14434.
