Publications

June 2007
Article

Companies and the Customers Who Hate Them

By: Gail McGovern and Youngme Moon

Keywords: Customers; Business Ventures

Find at Harvard

January 2007
Class Lecture

Brand Positioning (FSS)

Keywords: Brands and Branding; Product Positioning

Find at Harvard

October 2006 (Revised October 2007)
Case

Google Advertising

By: Youngme E. Moon and David Chen

In mid-2006, Google is the number one search engine in America with 99% of its revenues deriving from its simple, text-only advertising services. It is on track to bring in roughly $9.5 billion in advertising revenue in 2006, which would place it fourth among American... View Details

Keywords: Digital Marketing; Disruptive Innovation; Media; Expansion; Internet and the Web; Advertising Industry; United States

Educators

March 2006
Course Overview Note

Consumer Marketing: Rethinking the Core

Outlines the structure and content of an advanced MBA course entitled Consumer Marketing: Rethinking the Core. The course, which is part of the second-year curriculum at the Harvard Business School, focuses on a reexamination of several fundamental marketing paradigms... View Details

Keywords: Marketing; Consumer Behavior

March 2006
Teaching Note

Alessi: Evolution of an Italian Design Factory (A)-(D) (TN)

Keywords: Fashion Industry; Italy

March 2006
Teaching Note

American Legacy: Beyond the Truth Campaign (TN)

Keywords: Advertising Campaigns

March 2006
Case

Cabo San Viejo: Rewarding Loyalty

By: Youngme E. Moon, Gail J. McGovern and Seth Schulman

In 2005, Cabo San Viejo, a premier health and fitness spa resort located in Palm Springs, California, is debating whether to introduce a Customer Rewards Program. Describes the customer management challenges the firm is facing and outlines the various ways in which a... View Details

Keywords: Debates; Customer Relationship Management; Marketing Strategy; Problems and Challenges; Adoption; Value Creation; Health Industry; California

Educators

March 2006 (Revised March 2006)
Teaching Note

Cabo San Viejo: Rewarding Loyalty (TN)

December 2005 (Revised March 2006)
Module Note

Rethinking Customer Satisfaction

Outlines the structure and content of a six-session module that explores the negative dynamics that can result when firm profitability becomes disconnected from customer satisfaction. View Details

Keywords: Customer Satisfaction

November 2005 (Revised February 2006)
Module Note

Rethinking Branding

The classical branding paradigm assumes that brands should be built to last and that the role of the brand manager is to protect the long-term sustainability of the brand. Outlines the structure and content of an eight-session module that offers a more expansive... View Details

Keywords: Brands and Branding

October 2005
Supplement

Aqualisa Quartz: Harry Rawlinson (DVD)

Keywords: Construction Industry

October 2005 (Revised March 2006)
Module Note

Rethinking Positioning

Outlines the structure and content of a six-session module that introduces students to a nontraditional approach to positioning strategy. View Details

Keywords: Product Positioning; Brands and Branding; Marketing

May 2005 (Revised March 2007)
Teaching Note

Sony EyeToy

By: Anita Elberse and Youngme E. Moon

Teaching Note to (9-505-024). View Details

Keywords: Electronics Industry

May 2005
Article

Break Free from the Product Life Cycle

By: Youngme Moon

Keywords: Product; Business Cycles

Find at Harvard

January 2005
Supplement

Intel Commercials

By: Youngme E. Moon and Christina L. Darwall

Presents 14 Intel television commercials. View Details

Keywords: Advertising; Computer Industry

August 2004 (Revised July 2006)
Case

PROPECIA TM: Helping Make Hair Loss History

By: Marta Wosinska and Youngme E. Moon

In late 1997, Tom Casola, brand manager for Propecia, debates the best approach to market this breakthrough one-a-day pill for hair loss. This launch would be atypical for a prescription drug because of the key position of the consumer. As a result, the team's... View Details

Keywords: Advertising; Communication Strategy; Customers; Marketing Communications; Marketing Strategy; Product Launch; Product; Performance Effectiveness; Problems and Challenges; Quality; Pharmaceutical Industry

Educators