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Show Results For
- All HBS Web
(17,748)
- People (25)
- News (3,101)
- Research (12,230)
- Events (101)
- Multimedia (222)
- Faculty Publications (10,035)
- February 5, 2009
- Comment
In Praise of Marketing
By: John A. Quelch
Many dismiss marketing as manipulative, deceptive, and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other... View Details
Keywords: Marketing; Consumer Loyalty; Local Vs. Global Branding; Multi-national Brands; Misleading and Fraudulent Advertising; Customer Value and Value Chain; Customer Satisfaction; Globalized Economies and Regions; Cross-Cultural and Cross-Border Issues; Multinational Firms and Management; Globalized Markets and Industries; Brands and Branding; Marketing Communications; Marketing Strategy; Product Positioning
Quelch, John A. "In Praise of Marketing." Harvard Business School Working Knowledge (February 5, 2009).
- 2022
- Working Paper
Stock Market Stimulus
By: Robin Greenwood, Toomas Laarits and Jeffrey Wurgler
We study the stock market effects of the arrival of the three rounds of “stimulus checks” to U.S. taxpayers and the single round of direct payments to Hong Kong citizens. The first two rounds of U.S. checks appear to have increased retail buying and share prices of... View Details
Keywords: Stock Market; COVID-19 Pandemic; Fiscal Stimulus; Stimulus Payments; Impact; Stocks; System Shocks; Price; Spending; United States; Hong Kong; China
Greenwood, Robin, Toomas Laarits, and Jeffrey Wurgler. "Stock Market Stimulus." NBER Working Paper Series, No. 29827, March 2022. (Revised November 2022.)
- March 2008
- Background Note
Marketing Input and Innovation Strategy
By: Elie Ofek
This note develops a framework for considering the challenges of incorporating marketing input when setting innovation strategy. The framework lays out the possible innovation opportunities a firm can entertain and describes how the customer knowledge gained from... View Details
Keywords: Customer Focus and Relationships; Innovation Strategy; Knowledge Use and Leverage; Marketing; Research; Competition
Ofek, Elie. "Marketing Input and Innovation Strategy." Harvard Business School Background Note 508-090, March 2008.
- 26 Oct 2017
- Research Event
In an Era of 'Fake News,' What is the Future of Advertising and Publishing?
A year ago, discussions of the business of digital media may have focused on the plateauing ebook market or the diminishing pay for content providers. But after the 2016 presidential election, in which Russian operatives allegedly used... View Details
- 2010
- Simulation
Marketing Simulation: Managing Segments and Customers
By: Das Narayandas
In this single-player simulation, students assume the position of CEO of a medical motor manufacturer and are tasked with executing a successful business-to-business marketing strategy over a period of twelve fiscal quarters. Students determine all aspects of the... View Details
Keywords: Marketing Strategy; Salesforce Management; Distribution Channels; Price; Product Positioning; Customer Relationship Management; Profit; Revenue; Cost vs Benefits; Policy; Manufacturing Industry
Narayandas, Das. "Marketing Simulation: Managing Segments and Customers." Simulation and Teaching Note. Harvard Business Publishing, 2010. Electronic.
- December 2004 (Revised August 2006)
- Case
Brcko and the Arizona Market
By: Bruce R. Scott and Edward Murphy
Explores the role of the U.S. military in facilitating the establishment of a spectacularly successful free trade area in one of the most devastated areas of Bosnia. NATO's imposition of law and order, plus protection from local political protection rackets, led to... View Details
Keywords: Developing Countries and Economies; Trade; Economic Growth; Industry Growth; Government Legislation; Emerging Markets; Bosnia and Hercegovina; United States
Scott, Bruce R., and Edward Murphy. "Brcko and the Arizona Market." Harvard Business School Case 905-411, December 2004. (Revised August 2006.)
- December 2009
- Case
TruEarth Healthy Foods: Market Research for a New Product Introduction
By: V. Kasturi Rangan and Sunru Yong
Topics covered include: consumer marketing, market research, new product introduction, and quantitative analysis. TruEarth Healthy Foods, a maker of gourmet pastas, sauces, and meals, wants to build on its successful introduction of fresh whole grain pasta by... View Details
Keywords: Market Research; Consumer Marketing; Brands; Food; Marketing Strategy; Consumer Behavior; Forecasting and Prediction; Product Launch; Brands and Branding; Food and Beverage Industry; Food and Beverage Industry
Rangan, V. Kasturi, and Sunru Yong. "TruEarth Healthy Foods: Market Research for a New Product Introduction." Harvard Business School Brief Case 094-065, December 2009.
- Web
Advertising Ephemera | Baker Library
Advertising Ephemera David's Prize Soap chromolithograph trade card, between 1876 and 1899. Advertising Ephemera Collection. Within the View Details
- 01 Dec 2010
- News
The Father of Modern Advertising
discussed — to a president, Warren G. Harding. The Man Who Sold America (Harvard Business Review Press) by Jeffrey L. Cruikshank (PMD 51, 1986) and Arthur W. Schultz, goes a long way to reintroducing Lasker as an industry trailblazer.... View Details
- 2012
- Article
Journalists and the Stock Market
By: Christopher Parsons, C. Dougal, J. Engelberg and D. Garcia
We use exogenous scheduling of Wall Street Journal columnists to identify a causal relation between financial reporting and stock market performance. To measure the media's unconditional effect, we add columnist fixed effects to a daily regression of excess Dow Jones... View Details
Parsons, Christopher, C. Dougal, J. Engelberg, and D. Garcia. "Journalists and the Stock Market." Review of Financial Studies 25, no. 3 (March 2012): 639–679.
- March 1992
- Background Note
Researching and Monitoring Consumer Markets
By: Robert J. Dolan
Describes the major research techniques for consumer goods new product development, i.e. pre-test markets and electronic purchase monitoring. Provides students with information on availability and utility of these services. View Details
Dolan, Robert J. "Researching and Monitoring Consumer Markets." Harvard Business School Background Note 592-088, March 1992.
- February 1994
- Article
The Effects of Advertising on Brand Switching and Repeat Purchasing
By: J. A. Deighton, C.M. Henderson and S. Neslin
Deighton, J. A., C.M. Henderson, and S. Neslin. "The Effects of Advertising on Brand Switching and Repeat Purchasing." Journal of Marketing Research (JMR) 31 (February 1994).
- spring 1996
- Article
The Effect of Manufacturer Advertising on Retail and Wholesale Margins
By: R. Lal and C. Narasimhan
Keywords: Advertising
Lal, R., and C. Narasimhan. "The Effect of Manufacturer Advertising on Retail and Wholesale Margins." Marketing Science (spring 1996).
- Research Summary
Emerging and Frontier Markets
By: Arthur I Segel
I continue to spend a great deal of time examining real estate in all aspects from development to securitization in new and growing markets. View Details
- Research Summary
Financial Markets and Corporate Governance
By: Dwight B. Crane
Corporate scandals beginning in the late 1990s focused renewed attention on corporate governance, but significant cracks in the governance system also contributed to recent problems. Deregulation and growth of financial markets, as well as changes in the competitive... View Details
- August 2008
- Supplement
Charles Schwab & Co. "Talk to Chuck" Advertising Campaign Ad Clips
By: John A. Quelch
A series of advertising clips that were prepared for television advertising to accompany the "Talk to Chuck" advertising campaign of Charles Schwab and Co. View Details
Keywords: Decisions; Business or Company Management; Advertising Campaigns; Financial Services Industry
Quelch, John A. Charles Schwab & Co. "Talk to Chuck" Advertising Campaign Ad Clips. Harvard Business School Video Supplement 509-701, August 2008.
- October 2005 (Revised January 2009)
- Background Note
Corporate Valuation and Market Multiples
By: Timothy A. Luehrman
Provides a basic introduction to the use of market multiples for business valuation. Explains the method's reliance on the Law of One Price, sets forth the basic steps for using the method, and reviews some practical issues arising in its application. View Details
Luehrman, Timothy A. "Corporate Valuation and Market Multiples." Harvard Business School Background Note 206-039, October 2005. (Revised January 2009.)
- November–December 2014
- Article
Accountable? The Problems and Solutions of Online Ad Optimization
By: Benjamin Edelman
Online advertising might seem to be the most measurable form of marketing ever invented.
Comprehensive records can track who clicked what ad—and often who saw what ad—to compare
those clicks with users' subsequent purchases. Ever-cheaper IT makes this tracking... View Details
Keywords: Online Advertising; Fraud; Optimization; Incentives; Digital Marketing; Contracts; Marketing Strategy; Organizational Design
Edelman, Benjamin. "Accountable? The Problems and Solutions of Online Ad Optimization." IEEE Security & Privacy 12, no. 6 (November–December 2014): 102–107.
- December 1996 (Revised July 2002)
- Background Note
Note on Marketing and the Internet
By: John A. Deighton, Alison Berkley and John Barabino
The World Wide Web is new, a comprehensive marketing environment. It is a medium for direct marketing, for retailing and distribution, for the delivery of service and product elements, for marketing research, and even for posting and testing prices. This note explores... View Details
Deighton, John A., Alison Berkley, and John Barabino. "Note on Marketing and the Internet." Harvard Business School Background Note 597-037, December 1996. (Revised July 2002.)
- May 2002 (Revised October 2005)
- Case
Marketing Antidepressants: Prozac and Paxil
By: Youngme E. Moon and Kerry Herman
Describes the marketing of Prozac and Paxil, two of the best-selling mental health drugs in history. Set in 2001, several months before the expiration of Prozac's patent, Eli Lilly (Prozac's manufacturer) and GlaxoSmithKline (Paxil's manufacturer) must decide how to... View Details
Keywords: Patents; Product Positioning; Competition; Ethics; Value; Health Care and Treatment; Brands and Branding; Pharmaceutical Industry; United States
Moon, Youngme E., and Kerry Herman. "Marketing Antidepressants: Prozac and Paxil." Harvard Business School Case 502-055, May 2002. (Revised October 2005.)