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Show Results For
- All HBS Web
(284)
- News (53)
- Research (196)
- Events (2)
- Multimedia (1)
- Faculty Publications (60)
- 11 Feb 2008
- Research & Ideas
Does Democracy Need a Marketing Manager?
propositions represents a market test and signal of what consumers want. Q: Consumer marketing appears to be drifting away from mass market advertising to more targeted approaches made possible by the... View Details
Keywords: by Sean Silverthorne
- 01 Apr 1999
- News
A Vibrant Brand
his stock-in-trade as the advertising revenues for Vibe, Spin, and Blaze, the three magazines he now oversees at Vibe/Spin Ventures. As a founding member of the Vibe team, Clinkscales has watched the magazine's circulation grow from... View Details
Keywords: Susan Young
- 29 Feb 2016
- HBS Case
Bigbelly's Big Bet on the Digital Trash Can
more targeted advertisements based on the demographics of the passers-by. The LinkNYC program rolling out in New York City will provide a combination of high-speed Wi-Fi and “context aware” ads. The program... View Details
- 25 Apr 2017
- First Look
First Look at New Research, April 25
The result would be improved deal process design in MBOs and improved capital formation in the economy overall. Publisher's link: https://www.hbs.edu/faculty/Pages/item.aspx?num=50980 Patent Trolls: Evidence from Targeted Firms By: Cohen,... View Details
Keywords: Sean Silverthorne
- 11 Oct 2016
- First Look
October 11, 2016
https://www.hbs.edu/faculty/Pages/item.aspx?num=45842 Effectiveness of Paid Search Advertising: Experimental Evidence By: Dai, Weijia (Daisy), and Michael Luca Abstract—Paid search has become an increasingly common form of advertising, comprising about half of all... View Details
Keywords: Sean Silverthorne
- 18 Jun 2001
- Research & Ideas
Tech Investment the Wise Way
here cover a wide range including outright sale, renting, charging by the transaction, advertising and subscription models, licensing, or even giving away the product and selling after-sale support and services. Having a sense of price... View Details
- 01 Dec 2013
- News
Case Study: Citizen Buffett
price. Included is a summary of US newspapers' diminished circulation and advertising revenues over the past decade, as readers turned from print to more immediate sources of news. Coupled with rising printing, paper, and labor costs, the... View Details
- 01 Apr 1997
- News
Management Update Launched
(see announcement below), may soon become an indispensable tool that they will reach for every month. "Our target audience is anybody who wants to be a better manager, who wants to keep up with important ideas, and who would like a... View Details
Keywords: Judith A. Ross
- 27 Jul 2020
- Blog Post
HBS Summer Fellows Respond to COVID-19
volunteers, we aggregate high-quality support resources, use targeted digital advertising to get the right resources to the right people, and build solutions for communities when one doesn’t already exist.... View Details
- 11 Jan 2019
- Blog Post
The ABCs of Recruiting at HBS
There are over 50 HBS Student Clubs on campus, many of which are focused on career development. Companies often connect with student clubs to advertise job opportunities or events. I – Industry Education. Industry Education presentations... View Details
- 06 Apr 2023
- Blog Post
Circularity in Denmark
climate action. They are working not just in international forums affecting policies and regulations, but are also trying to make their climate goals and impacts accessible to the public by highlighting their targeted UN sustainable... View Details
- 12 Aug 2014
- First Look
First Look: August 12
become more fundamental as advertisers target their advertisements with greater precision. In the paper that follows, the author attempts to identify the circumstances that... View Details
Keywords: Sean Silverthorne
- 06 Jan 2011
- What Do You Think?
How Should Management Deal With “Anonymous”?
possible. Next time the target may not be Iran.) Getting back to my misstated question, none of you aimed your criticism at the technology, even lauding it, as Mark O'Connor did, as the "great equalizer." In Bev Stehn's words,... View Details
Keywords: by James L. Heskett
- 12 Nov 2008
- Research & Ideas
The Marketing of a President
donors and volunteers but all citizens. From the imaginative campaign logo to the thirty-minute infomercial, Obama's communications were professional without being slick, attention-getting without being in-your-face. Fourth, Obama reached out to all citizens. He View Details
Keywords: by John Quelch
- 05 Sep 2017
- First Look
First Look at New Research and Ideas, September 5, 2017
media to intensify linkages not only with cardholders, but also with Mastercard’s direct bank and merchant stakeholders. Building on its influential but dated “Priceless” advertising campaign, Raja refocused Mastercard on four “Priceless... View Details
Keywords: Sean Silverthorne
- 30 Jul 2024
- News
Reddit’s Rise
stakeholders in Reddit, the platform. The targeting on Reddit is all first party. We don’t track you off property. People can delete their data, they can do anonymous browsing, which means that we don’t collect the data. We obviously use... View Details
- 28 Oct 2014
- First Look
First Look: October 28
shown to users who performed similar searches, they find that Google's prominent placement of its Flight Search service increased the clicks on paid advertising listings by more than half while decreasing the clicks on organic search... View Details
Keywords: Carmen Nobel
- Web
Online Digital Marketing Strategy Course | HBS Online
Key Concepts Understand how marketing has evolved and what’s ahead based on real-world insights from brands, agencies, expert practitioners, and faculty Define the right objectives, metrics, target audiences, and value proposition to... View Details
- 24 Feb 2009
- First Look
First Look: February 24, 2009
which the instruments of accountability are at least as likely to reproduce relationships of inequality as they are to overturn them. Deterring Online Advertising Fraud Through Optimal Payment in Arrears Author:Benjamin Edelman... View Details
Keywords: Martha Lagace
- 16 Dec 2014
- First Look
First Look: December 16
IEEE Security & Privacy Accountable? The Problems and Solutions of Online Ad Optimization By: Edelman, Benjamin G. Abstract—Online advertising might seem to be the most measurable form of marketing ever invented. Comprehensive records... View Details
Keywords: Sean Silverthorne