Publications
Publications
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(1,347)
- Faculty Publications (649)
- 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
- January 2009 (Revised June 2014)
- Supplement
CityCenter (B): Economics and Delivery
By: A. Eugene Kohn, John D. Macomber and Ben Creo
Bill Smith is informed by his general contractor that a key component of the Aria Resort is going to be delayed. Aria is the centerpiece of CityCenter: a $9 billion complex and a bet-the-firm decision for MGM Mirage. Smith must make a decision as to whether to force... View Details
- Article
Milestones in Marketing
By: John A. Quelch and Katherine Jocz
Marketing flourished in U.S. business schools in the prosperous years following World War II. Students preparing for assistant-product-manager positions at the likes of Procter & Gamble, Lever, and General Foods enrolled in courses in marketing management, management... View Details
- 2008
- Chapter
Where Does It Go? Spending by the Financially Constrained
By: Shawn A. Cole, Peter Tufano and John Thompson
- November 2008 (Revised January 2011)
- Exercise
Breaking Through Action Plan
By: David A. Thomas and Karen J. Watai
The "Breaking Through Action Plan" is a developmental tool based on the book, Breaking Through: The Making of Minority Executives in Corporate America by David A. Thomas and John J. Gabarro. The Action Plan was originally designed as part of a facilitated session but... View Details
- November – December 2008
- Article
Holding a Mirror up to Marketing
By: John A. Quelch and Katherine Jocz
The Dove campaign addressed a common concern that crossed cultural boundaries. Confronted by standard visual stereotypes of beauty in the global media, many young women develop self-image and self-esteem problems. The Dove Real Beauty campaign rejected these narrow... View Details
- October 2008 (Revised November 2009)
- Case
Obama versus Clinton: The YouTube Primary
By: John A. Deighton and Leora Kornfeld
What was the role of the Internet in the contest for the Democratic presidential nomination between Senators Obama and Clinton? How does the role change in the shift from the Primary to the National election? The case examines media and content choices by each... View Details
- October 2008
- Class Lecture
Marketing as Competitive Advantage: Fundamentals
By: Das Narayandas, David E. Bell, Anita Elberse, John T. Gourville, David B. Godes, John A. Quelch, Gail J. McGovern, Luc R. Wathieu and Marta Wosinska
Marketing as Competitive Advantage: Fundamentals will help today's business executives and tomorrow's business leaders understand the key elements of a successful marketing strategy. The multimedia resource includes video lectures by Harvard Business School faculty,... View Details