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- All HBS Web (246)
- Faculty Publications (87)
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Online Digital Marketing Strategy Course | HBS Online
which marketing funnel stage to prioritize given key business objectives 5 hrs Module 3 Acquiring Customers, Part 1: Paid Media Learn the differences between paid, owned, and earned media and how and when to get the most out of your brand’s advertising. Highlights... View Details
- 01 Jun 2005
- News
Profiles from the Class of 2005
unexpectedly offered Williams an ad agency internship at the conclusion of his first year. Building on that 2004 summer experience, he’s headed for an advertising job in New York City upon graduation.... View Details
- 09 Mar 2010
- First Look
First Look: March 9
.com sites, and we crawl more than 285,000 of these domains to analyze their revenue sources. We find that 80% are supported by pay-per-click ads, often advertising the correctly spelled domain and its competitors. Another 20% include... View Details
Keywords: Martha Lagace
- 29 Oct 2007
- HBS Case
Marketing Maria: Managing the Athlete Endorsement
marketing. "That day, Maria's life changed forever, and so did mine," says Max Eisenbud, her agent at sports agency IMG, as quoted in the recent Harvard Business School case "Maria Sharapova: Marketing a Champion."... View Details
- 23 Jul 2001
- Research & Ideas
How the Giants of Enterprise Seized the Future
dreams in the pages of upscale women's magazines. Indeed, when Revson first saw The $64,000 Question, he was angry with his advertising agency for buying it. There was no glamour, no mystery. The View Details
Keywords: by Richard S. Tedlow
- 25 Mar 2014
- First Look
First Look: March 25
ties can lead to less timely investments. Further examination shows that the reduced timeliness of connected funds is driven by a reluctance to withdraw holdings prior to weak investee performance. We interpret this as agency conflicts... View Details
Keywords: Sean Silverthorne
- 10 Sep 2013
- First Look
First Look: September 10
programming decisions and setting advertising rates? Nielsen had become the gold standard in the broadcast industry and felt confident in their data. Could Bluefin's system provide new insights to marketers and broadcasters? Or would it... View Details
Keywords: Sean Silverthorne
- 17 May 2018
- News
Creating Opportunity for Indian Entrepreneurs
Harsh Bhargava (MBA 1977) was visiting his hometown of Jaipur, India, in 1999 when tragedy struck. In the midst of an unemployment crisis during the Kargil War, the government advertised for 120 open positions in the nearby town of... View Details
Keywords: Jennifer Myers
- 30 Jul 2013
- First Look
First Look: July 30
313-095 Grupo ABC and Nizan Guanaes's Path from Brazil to the World Internationally recognized Brazilian Nizan Guanaes, co-founder of Grupo ABC, a rapidly growing global advertising firm ranked 18th in 2011, had aspirations to be in the... View Details
Keywords: Anna Secino
- 08 Oct 2013
- First Look
First Look: October 8
mitigate the agency problems that arise when firms expand their operations across borders. This paper contributes to the literature by showing that the external information environment helps MNCs mitigate information frictions within the... View Details
Keywords: Sean Silverthorne
- 19 Dec 2006
- First Look
First Look: December 19, 2006
settings include job agencies (whose customers include both job seekers and listers), realtors (whose clients include home sellers and purchasers), and auction houses (whose customers include buyers and sellers). Customers such as buyers... View Details
Keywords: Sean Silverthorne
- 25 Feb 2014
- First Look
First Look: February 25
When, and How Much to Entertain Consumers in Advertisements? A Web-based Facial Tracking Field Study By: Teixeira, Thales, Rosalind Picard, and Rana el Kaliouby Abstract—The presence of positive entertainment (e.g., visual imagery, upbeat music, humor) in TV View Details
Keywords: Sean Silverthorne
- 06 Apr 2010
- First Look
First Look: April 6
Kanebo, a large Japanese cosmetics company whose management engaged in a massive accounting fraud. ChuoAoyama was PwC's Japanese affiliate and one of Japan's "Big Four" audit firms. In May 2006, the Japanese Financial Services View Details
Keywords: Martha Lagace
- 28 Aug 2012
- First Look
First Look: August 28
512-010 The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies and their clients (e.g., Microsoft, AXE, eBay,... View Details
Keywords: Sean Silverthorne
- 18 Jul 2005
- Research & Ideas
Identify Emerging Market Opportunities
example, because the data sources and credit histories that firms draw on in the West don't exist in emerging markets. Market research and advertising are in their infancy in developing countries, and it's difficult to find the deep... View Details
- 05 May 2023
- News
Fail Better
great, but the model was that advertising agencies were either Spanish advertising agencies or English. So in trying to do this, we launched and... View Details
- 19 Feb 2019
- First Look
New Research and Ideas, February 19, 2019
and Gerardo Pérez Cavazos Abstract— This paper examines whether fraud allegations affect firms’ contracting with the government. Using a dataset of whistleblower allegations brought under the False Claims Act against firms accused of defrauding the government, we find... View Details
Keywords: Sean Silverthorne
- 06 Feb 2007
- First Look
First Look: February 6, 2007
Working PapersThe Rise of Business Forecasting Agencies in the United States Author:Walter A. Friedman Abstract This paper analyzes the rise of business and economic forecasting agencies in the United... View Details
Keywords: Martha Lagace
- 02 Aug 2018
- News
Can Marketing Help Halt the Heroin Epidemic?
advertising and marketing filled with stark depictions of the harsh realities of drug use. On this episode of Skydeck, Langford speaks with associate editor Julia Hanna about how they’ll craft these messages, how effective they can be—and... View Details
- 25 Apr 2017
- First Look
First Look at New Research, April 25
https://www.hbs.edu/faculty/Pages/item.aspx?num=52552 Coordination Frictions in Venture Capital Syndicates By: Nanda, Ramana, and Matthew Rhodes-Kropf Abstract—An extensive literature on venture capital has studied asymmetric information and View Details
Keywords: Sean Silverthorne