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  • March 1982 (Revised August 1985)
  • Background Note

Marketing Planning, Programming, and Budgeting

By: Benson P. Shapiro
Keywords: Marketing; Planning
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Shapiro, Benson P. "Marketing Planning, Programming, and Budgeting." Harvard Business School Background Note 582-127, March 1982. (Revised August 1985.)
  • Article

Marketing in the Age of Web 2.0

By: Jill Avery
Web 2.0 technologies empower consumers to create their own personalized experiences on the web, and to share them with others. Hence, web content is democratized and consumers' experiences online are largely social rather than individualistic. View Details
Keywords: Digital Marketing; Internet; Brands and Branding; Marketing; Marketing Communications; Internet and the Web; Social Media; Consumer Products Industry; Technology Industry
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Avery, Jill. "Marketing in the Age of Web 2.0." Simmons Magazine, SOM Edition 90, no. 3 (Fall 2008): 21.
  • 2008
  • Working Paper

Competition and Resource Sensitivity in Marriage and Roommate Markets

By: Bettina-Elisabeth Klaus
We consider one-to-one matching markets in which agents can either be matched as pairs or remain single. In these so-called roommate markets agents are consumers and resources at the same time. We investigate two new properties that capture the effect a newcomer has on... View Details
Keywords: Competition; Marketplace Matching
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Klaus, Bettina-Elisabeth. "Competition and Resource Sensitivity in Marriage and Roommate Markets." Harvard Business School Working Paper, No. 09-072, December 2008.
  • 20 Oct 2015
  • News

HBS Professor Shawn Cole Named Faculty Pioneer by Aspen Institute Business and Society Program

  • February 2001 (Revised February 2002)
  • Case

Estee Lauder and the Market for Prestige Cosmetics

By: Nancy F. Koehn
Opens with a brief history of the U.S. cosmetics market and its rapid development in the 1920s. Also recounts Lauder's initial involvement in the sector, making skin care products and selling them in Manhattan beauty parlors during the Great Depression. Pays particular... View Details
Keywords: Fluctuation; Organizational Change and Adaptation; Market Entry and Exit; Entrepreneurship; Luxury; Business Strategy; Society; Beauty and Cosmetics Industry; United States
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Koehn, Nancy F. "Estee Lauder and the Market for Prestige Cosmetics." Harvard Business School Case 801-362, February 2001. (Revised February 2002.)
  • March 2025
  • Case

Stagwell: AI and the Future of Marketing

By: Suraj Srinivasan and Radhika Kak
In early 2025, Mark Penn, Founder, CEO and Chairman of Stagwell, a global marketing company with a network of over 70+ agencies that served over 4000 blue-chip customers across 40 countries, was looking at ways that marketers should navigate the disruption emanating... View Details
Keywords: Advertising; Innovation Strategy; Change Management; AI and Machine Learning; Digital Transformation; Technology Adoption; Marketing Strategy; Service Delivery; Creativity; Business Model; Advertising Industry; Technology Industry
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Srinivasan, Suraj, and Radhika Kak. "Stagwell: AI and the Future of Marketing." Harvard Business School Case 125-089, March 2025.
  • March 2021 (Revised June 2021)
  • Module Note

Markets and Marketplaces: Core Concepts

By: Scott Duke Kominers
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Kominers, Scott Duke. "Markets and Marketplaces: Core Concepts." Harvard Business School Module Note 821-069, March 2021. (Revised June 2021.)
  • 19 Sep 2017
  • Working Paper Summaries

An Invitation to Market Design

.ExternalClass535E8B0AB65740BCB51D3AB82FC0F8CE p.MsoNormal, .ExternalClass535E8B0AB65740BCB51D3AB82FC0F8CE li.MsoNormal, .ExternalClass535E8B0AB65740BCB51D3AB82FC0F8CE div.MsoNormal... View Details
Keywords: by Scott Duke Kominers, Alexander Teytelboym, and Vincent P. Crawford
  • June 2009 (Revised March 2011)
  • Module Note

The Creative Industries: Managing and Marketing Talent

By: Anita Elberse
This module note examines issues concerning the management and marketing of talent in the creative industries. It describes the characteristics of the market for creative talent, discusses how individual talent creates and captures value, and explores how professional... View Details
Keywords: Talent and Talent Management; Entertainment; Innovation and Management; Marketing; Creativity; Value
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Elberse, Anita. "The Creative Industries: Managing and Marketing Talent." Harvard Business School Module Note 509-078, June 2009. (Revised March 2011.)
  • July 2010 (Revised December 2011)
  • Background Note

Marketing Analysis Toolkit: Pricing and Profitability Analysis

By: Thomas J. Steenburgh and Jill Avery
Pricing is one of the most difficult decisions marketers make and the one with the most direct and immediate impact on the firm's financial position. This toolkit will introduce the fundamental terminology and calculations associated with pricing and profitability... View Details
Keywords: Forecasting and Prediction; Price; Profit; Management Analysis, Tools, and Techniques; Marketing Strategy; Demand and Consumers; Measurement and Metrics; Strategic Planning; Mathematical Methods; Retail Industry
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Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Pricing and Profitability Analysis." Harvard Business School Background Note 511-028, July 2010. (Revised December 2011.)
  • December 1999 (Revised November 2000)
  • Background Note

Pricing and Market Making on the Internet

By: Robert J. Dolan and Youngme E. Moon
Considers the impact of the Internet on how market exchanges will take place. Discusses the role of shopping agents and alternatives to fixed prices such as negotiations, auctions, and exchanges. View Details
Keywords: Price; Marketing Strategy; Auctions; Digital Platforms; Negotiation; Internet and the Web
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Dolan, Robert J., and Youngme E. Moon. "Pricing and Market Making on the Internet." Harvard Business School Background Note 500-065, December 1999. (Revised November 2000.)
  • November 2019
  • Teaching Note

Magnus Resch: Transforming the Art Market Through Transparency

By: Henry McGee and Sarah Mehta
Teaching Note for HBS No. 319-002. This teaching note pairs with a case on economist and entrepreneur Magnus Resch, who is on a mission to make the art market more transparent. He has built the Magnus app, which catalogues the price and transaction history of millions... View Details
Keywords: Art Market; Transparency; Art Pricing; Business Startups; Innovation Strategy; Culture; Business Strategy; Mobile Technology; Fine Arts Industry; Information Technology Industry
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McGee, Henry, and Sarah Mehta. "Magnus Resch: Transforming the Art Market Through Transparency." Harvard Business School Teaching Note 320-021, November 2019.
  • 21 May 2018
  • News

Students Win Dean’s Award for Service to the School and Society

  • 07 Nov 2007
  • Op-Ed

How Marketing Hype Hurt Boeing and Apple

Editor's Note: Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge. Last month,... View Details
Keywords: by John Quelch; Aerospace; Consumer Products
  • Web

Buy Now, Pay Later: Credit in Pre-Industrial Society

HBS Quick Links MBA Executive Education Doctoral Programs Faculty and Research Alumni HBS Publishing Site Index HBS Home Contact Us Map/Directions Introduction Credit in Pre-Industrial Society Imagining... View Details
  • 2013
  • Other Unpublished Work

Excerpts on Civil Society in America

By: David Moss and Marc Campasano
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Moss, David, and Marc Campasano. "Excerpts on Civil Society in America." November 2013. (draft case.)
  • 2024
  • Chapter

Corporations as the Central Institutions of Society

By: Joseph L. Badaracco
Mark Twain observed that, “Prediction is very difficult—particularly when it involves the future,” and he was right. One way to reduce the risk of becoming an infamous forecaster—like the experts who told us the Internet would quickly collapse, that Apple would never... View Details
Keywords: Trends; Business and Government Relations; Organizations; Power and Influence; Society
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Badaracco, Joseph L. "Corporations as the Central Institutions of Society." Chap. 4 in Justifying Next Stage Capitalism: Exploring a Hopeful Future, edited by Michel Dion and Moses Pava, 87–106. Springer, 2024.
  • 2013
  • Chapter

Luxembourg: A Sustainable Society Starts Here

By: Robert G. Eccles and George Serafeim
Keywords: Environmental Sustainability; Integrated Corporate Reporting; City; Luxembourg
Citation
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Eccles, Robert G., and George Serafeim. "Luxembourg: A Sustainable Society Starts Here." Chap. 6 in CSR Report 2013, edited by Francesco de Leo and Francis Quinn, 73–92. InnoVatio Publishing Ltd., 2013.
  • 01 Jun 2009
  • News

The Maestro and the Market

experiences, you almost can’t listen to the customer.” Norton asks students to consider the operations and marketing of elBulli. There is much about the restaurant that is inefficient, as MBAs are quick to... View Details
Keywords: Julia Hanna; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries
  • Teaching Interest

MBA Elective Curriculum Business Marketing and Sales

Business markets differ from consumer markets in important ways. Typically, the buying process is more complex, the buying units and purchase criteria differ, and marketing decisions are more closely interrelated with firm-wide strategic choices. In addition,... View Details

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