Publications
Publications
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- All HBS Web
(119,830)
- Faculty Publications (377)
- June 1993
- Case
Boston Fights Drugs
- June 1993 (Revised July 1999)
- Supplement
The Advertising Council: Earth Share Campaign
Keywords: Advertising Campaigns
- May 1993
- Supplement
MathSoft, Inc. (A): Mathcad Demonstration
By: Gordon Swartz and V. Kasturi Rangan
- April 1993 (Revised July 1994)
- Case
MathSoft, Inc. (A)
MathSoft's VP of sales has doubled the size of the company's direct field sales force to support the launch of a new, high-end workstation software product priced at almost $9,000. However, sales of the new product are far below plan. At the same time, the VP of... View Details
- April 1993 (Revised June 1994)
- Supplement
MathSoft, Inc. (B)
Describes the president's decision regarding MathSoft's marketing channels and communications methods, and the company's sales results during the next five quarters. The (A) case market response model is also updated. View Details
- April 1993 (Revised May 2009)
- Case
Aravind Eye Hospital, Madurai, India: In Service for Sight, The
Starting as a modest 20-bed hospital, Aravind had grown into a 1,400-bed hospital complex by 1992. It had by then screened 3.65 million patients and performed 335,000 cataract surgeries, nearly 70% of them free of cost for the poorest of India's blind population.... View Details
- November 1992 (Revised April 1995)
- Case
Advertising Council Earth Share Campaign: Strategy, Execution, and Final Campaign
By: V. Kasturi Rangan and Jayne D. Kramer
In the several years preceding 1992, there had been a dramatic rise in the public's concern for environmental issues. Yet the Roper Organization reported that fewer than one in ten Americans made personal efforts to help solve environmental problems on a regular basis.... View Details
- November 1992 (Revised June 1993)
- Case
The Advertising Council Teen Alcoholism Campaign: Research and Strategy
By: V. Kasturi Rangan and Jayne D. Kramer
- November 1992 (Revised June 1994)
- Case
Advertising Council Get Out the Vote Campaign: Strategy and Creative Execution
By: V. Kasturi Rangan and Jayne D. Kramer
- November 1992 (Revised March 1997)
- Case
The Advertising Council: Corporate Strategy
By: V. Kasturi Rangan and Jayne D. Kramer
- October 1992
- Article
Segmenting Industrial Customers by Buyer Behavior
By: V. K. Rangan, R. T. Moriarty Jr. and G. Swartz
- July 1992
- Article
New Product Channel Choice: A Framework, a Method and an Application
By: V. K. Rangan, M. Menezes and E. P. Maier
- July – August 1992
- Article
Staple Yourself to an Order
By: B. P. Shapiro, V. K. Rangan and J. J. Sviokla
- November 1991
- Article
Integrating Distribution Strategy and Tactics: A Model and an Application
By: V. K. Rangan and R. Jaikumar
- October 1991 (Revised August 2000)
- Case
Becton Dickinson & Company: VACUTAINER Systems Division (Condensed)
By: V. Kasturi Rangan and Frank V. Cespedes
Becton Dickinson, a phenomenally successful company with an 80% market share in the blood collection needles and syringes market faces a change in the customer buying environment (cost containment pressures at hospitals). This forces a reevaluation of the company's... View Details
- August 1991 (Revised September 1994)
- Background Note
What Is Industrial Marketing?
Discusses the key distinguishing aspects of industrial as compared to consumer marketing. These differences are highlighted for organizational as well as marketing mix aspects. View Details
- May 1991 (Revised May 1991)
- Background Note
Focusing the Concept of Social Marketing
Examines those social marketing situations that pose challenges for adoption of conventional marketing principles. In addition to discussing how they differ the note explores underlying reasons and suggests alternate ways of conceptualizing such problems. View Details
Keywords: Social Marketing