Publications
Publications
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- All HBS Web
(120,116)
- Faculty Publications (692)
- September 1984 (Revised September 1993)
- Case
Nestle S.A.: International Marketing (A)
By: John A. Quelch
A senior manager at Nestle's headquarters is reviewing the role of the central marketing staff with respect to Nestle's operating companies around the world. Two specific examples of the role of the central staff in guiding the advertising and packaging decisions of... View Details
- August 1984 (Revised October 1992)
- Background Note
Product Policy
By: John A. Quelch
Summarizes principal issues involved in product policy. View Details
- August 1984 (Revised October 1992)
- Background Note
Marketing Implementation
By: John A. Quelch
Describes a framework for evaluating marketing implementation problems and assesses the interfaces between marketing strategy and implementation. View Details
Keywords: Marketing Strategy
- August 1984 (Revised September 1986)
- Background Note
Marketing Programming, Budgeting, and Allocating
By: John A. Quelch
- July 1984 (Revised April 1997)
- Case
British Airways
By: John A. Quelch
British Airways (BA) has recently introduced a global advertising campaign. The development of the campaign and its implementation are discussed. BA and advertising agency executives must renew the campaign and resolve issues pertaining to its future direction. View Details
- 1984
- Chapter
Consumer Promotions and the Acceleration of Product Purchases
By: Scott A. Neslin, Caroline Henderson and John A. Quelch
- 1984
- Chapter
Structural Determinants of Ratios of Promotion and Advertising to Sales
By: John A. Quelch, Cheri T. Marshall and Dae R. Chang
- March 1984 (Revised December 1985)
- Case
Clairol Appliance Division: The Skin Machine (A)
By: John A. Quelch
- November 1983 (Revised May 1990)
- Case
Procter & Gamble Co. (A)
By: John A. Quelch
An associate advertising manager at Procter & Gamble is considering several options to strengthen the company's position in the light duty liquid detergent market. One option is to introduce a fourth Procter & Gamble brand in the category. Provides substantial... View Details
- November 1983 (Revised May 1990)
- Case
Procter & Gamble Co. (B)
By: John A. Quelch
The brand assistant on H-80, a new light duty liquid detergent, has to develop a year-one national promotion plan for the new product. Illustrates one of the important tasks of a Procter & Gamble brand assistant and provides substantial information on different types... View Details
- November–December 1983
- Article
Better Marketing at the Point of Purchase
By: J. Quelch and K. Cannon-Bonventre
- 1983
- Book
Advertising and Promotion Management: A Manager's Guide to Theory & Practice
By: Paul W. Farris and J. A. Quelch