Marketing - Publications - Faculty & Research - Harvard Business School

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fall 2002
Article

The Impact of Internet Exchanges on Business-to-Business Distribution

By: Narakesari Narayandas, Mary N. Caravella and John Deighton

Keywords: Internet and the Web; Communication; Business Ventures; Distribution

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September 2002
Background Note

Business Marketing Course Overview

By: Das Narayandas

Provides an overview of the Business Marketing course taught at HBS. View Details

Keywords: Business Education; Curriculum and Courses; Marketing; Education Industry

September 2002 (Revised March 2003)
Background Note

Managing Markets Module Note

By: Das Narayandas

Provides an overview of the managing markets module in the Business Marketing course taught at HBS. View Details

Keywords: Business Education; Curriculum and Courses; Management; Markets; Education Industry

August 2002
Background Note

Customer Benefit Stack

By: Das Narayandas

Describes a process to understand customer benefits created in industrial markets using the metaphor of a customer benefit stack. View Details

Keywords: Customer Satisfaction; Customer Value and Value Chain; Marketing Strategy; Product Marketing; Manufacturing Industry

August 2002 (Revised January 2003)
Case

Siebel Systems: Anatomy of a Sale, Part 1

By: John A. Deighton and Das Narayandas

How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months—from Siebel's initial... View Details

Keywords: Leadership; Management Analysis, Tools, and Techniques; Marketing Strategy; Consumer Behavior; Organizational Structure; Behavior; Competition; Applications and Software; Technology Industry

August 2002 (Revised February 2003)
Case

Siebel Systems: Anatomy of a Sale, Part 2

By: John A. Deighton and Das Narayandas

How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months--from Siebel's initial... View Details

Keywords: Business Cycles; Leadership; Management Analysis, Tools, and Techniques; Marketing Strategy; Consumer Behavior; Organizational Structure; Behavior; Competition; Applications and Software; Technology Industry

August 2002
Case

Siebel Systems: Anatomy of a Sale, Part 3

By: John A. Deighton and Das Narayandas

How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly. The buying process is mapped out over four years. Covers in detail the last six months--from Siebel's initial... View Details

Keywords: Sales; Decision Choices and Conditions; Competitive Strategy; Customer Relationship Management; Product Marketing; Information Technology Industry

August 2002
Teaching Note

Sa Sa Cosmetics, TN

By: David E. Bell

Teaching Note for (9-502-085). View Details

Keywords: Fashion Industry; Beauty and Cosmetics Industry

August 2002
Teaching Note

HP Consumer Products Business Organization: Distributing Printers via the Internet, TN

Teaching Note for (9-500-021). View Details

Keywords: Consumer Products Industry

August 2002 (Revised November 2016)
Background Note

Customer Profitability and Lifetime Value

Introduces the central concepts involved in determining customer lifetime value, with detailed analysis and examples from the realm of direct marketing. Implications for marketing strategy and customer relationship management are briefly discussed. View Details

Keywords: Customer Value and Value Chain; Customer Relationship Management; Customization and Personalization; Product Marketing; Sales; Marketing Strategy; Management Analysis, Tools, and Techniques; Consumer Products Industry

August 2002
Article

Toward an Individual Customer Profitability Model: A Segment-Based Approach

By: B. Libai, D. Narayandas and C. Humby

Keywords: Customers; Profit

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July 2002 (Revised June 2003)
Teaching Note

H-E-B Own Brands, TN

By: V. Kasturi Rangan

Teaching Note for (9-502-053). View Details

Article

Strategies for the Bottom of the Economic Pyramid: India as a Source of Innovation

By: V. Kasturi Rangan

Keywords: Strategy; Economics; Innovation and Invention; India

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June 2002
Teaching Note

Harrah's Entertainment Inc. TN

Teaching Note for (9-502-011). View Details

June 2002 (Revised August 2002)
Teaching Note

Hunter Business Group: Team TBA, TN

By: Das Narayandas

Teaching Note for (9-500-030). View Details

Keywords: Consulting Industry

June 2002
Background Note

Note on Customer Management

By: Das Narayandas

Lays out a framework for the management of customers using examples of forms in a variety of industries. View Details

Keywords: Customer Relationship Management; Framework

June 2002 (Revised April 2003)
Course Overview Note

Business Marketing: Course Overview Note for Instructors

By: Das Narayandas

Details the structure and execution of the Business Marketing course taught in the elective curriculum of the MBA program at HBS. View Details

Keywords: Marketing

June 2002 (Revised April 2003)
Teaching Note

CMR Enterprises TN

By: Das Narayandas

Teaching Note for (9-501-012). View Details

Keywords: Construction Industry

June 2002
Teaching Note

Hewlett Packard-Computer Systems Organization: Selling to Enterprise Customers, TN

By: Das Narayandas

Teaching Note for (9-500-064). View Details

Keywords: Computer Industry

June 2002
Teaching Note

Customer Value Measurement at Nortel Networks-Optical Networks Division, TN

By: Das Narayandas

Teaching Note for (9-501-050). View Details

Keywords: Telecommunications Industry

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