Publications
Publications
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- All HBS Web
(120,125)
- Faculty Publications (2,367)
- spring/summer 1984
- Article
Children as Consumers: An Ethical Evaluation of Children's Television Advertising
By: L. S. Paine
- June 1984 (Revised April 1992)
- Background Note
The Marketing Mix
Reviews important concepts related to the marketing mix, and summarizes key relationships within the mix and between the mix and other parts of the company's marketing approach. View Details
Keywords: Marketing
- June 1984 (Revised September 1986)
- Background Note
Introduction to Marketing
A brief introduction to the nature and scope of marketing. View Details
Keywords: Marketing
- June 1984 (Revised July 1985)
- Background Note
The Marketing Process
Describes and explains the marketing process and its six phases: implementation, programming, allocating and budgeting, analysis and research, marketing planning, strategy formulation, and monitoring and auditing. View Details
Keywords: Marketing
- May 1984 (Revised September 1986)
- Background Note
Basic Quantitative Analysis for Marketing
By: Robert J. Dolan
Shows how to calculate and use the break-even volume in marketing decision making. View Details
- May 1984 (Revised August 1987)
- Case
Raymond Mushroom Corp.
In April 1984 Deborah Raymond, president of Raymond Mushrooms was deciding whether or not to raise prices on Raymond canned mushrooms in conjunction with an advertising promotional program to build consumer preference. View Details
- November 1983 (Revised October 1989)
- Case
Procter & Gamble Europe: Vizir Launch
Describes P&G's expansion in Europe, including the development of a strong country subsidiary management, responsive to local market differences. The launch of a new product presents strategic and organizational challenges as P&G considers making this their first... View Details
- November 1983 (Revised October 1988)
- Case
Canon Inc.: Worldwide Copier Strategy
Describes Canon's worldwide strategy in the copier business. Designed to be used to explore strategy formulation in a worldwide industry, and the principles of international competition. View Details
- November 1983 (Revised June 1985)
- Case
Pepsi-Cola United Kingdom (A)
By: Benson P. Shapiro and Edward J. Hoff
On January 2, 1983 Pepsi-Cola United Kingdom had to develop a plan to defend its successful Diet Pepsi brand against the about to be introduced diet Coke. Contains useful material on competitive behavior and on U.S. versus U.K. consumer behavior. View Details
- 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
- August 1983 (Revised May 1985)
- Case
Jamestown Co.
By: Benson P. Shapiro and Edward J. Hoff
In May 1983 Ms. Katherine O'Brien, vice president of marketing, was deciding whether Jamestown should discontinue the use of independent representatives in favor of a direct company salesforce. Jamestown sold informal stoneware dinnerware through department and gift... View Details
- January 1983 (Revised July 1985)
- Case
Cable News Network
By: John A. Quelch
The vice president of advertising and promotion is reviewing his advertising program for 1982. In particular, he is assessing an agency proposal for a new advertising campaign for cable news network. View Details
- January 1983 (Revised June 1985)
- Case
Mary Kay Cosmetics, Inc.: Marketing Communications
By: John A. Quelch
Marketing executives at the company are considering the merits of a variety of communications programs designed to increase the effectiveness of the company's sales force of beauty consultants. View Details
- November 1982
- Case
Worcester Textile Co.: Marketing Worsted Fabrics
- November 1982 (Revised June 1983)
- Case
Casual Male: Off-Price Men's Apparel Retailing
- July 1982 (Revised July 2004)
- Case
Esmark, Inc. (B)
Esmark's management sells its most valuable business and its most unattractive business in an effort to reposition itself and maximize shareholder value. View Details
- July 1982 (Revised May 1992)
- Case