Publications

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

Keywords: Marketing Strategy; Mathematical Methods

01 Dec 2005
News

Lee For Jonas Lee (MBA ’93) and his investment firm, Redbrick Partners, the purchase, refurbishment, rental, and maintenance of hundreds of low-cost, single-family urban homes represent a terrific, overlooked market opportunity. “It’s a... View Details

Keywords: Garry Emmons; Real Estate

21 Sep 2023
Blog Post

Hands-on Learning About Global Markets

The challenge posed to students in HBS’s FIELD Global Immersion (FGI) course sounds a bit like a premise for reality TV: Travel to unfamiliar markets where you might not speak the language, work in teams with students you might not know,... View Details

Disruption and Credit Markets

When innovation and entry are high in an industry, is this good or bad news for incumbents? We show that recently the answer has been bad news. Industries with elevated venture capital activity and returns, and with a larger presence of newly listed firms, show a... View Details

December 1998
Background Note

Note on Low-Tech Marketing Math

By: Robert J. Dolan

Describes basic calculations useful in marketing analysis, break-even analysis, and price-volume relationships. View Details

Keywords: Mathematical Methods; Finance

June 1984 (Revised September 1986)
Background Note

Introduction to Marketing

By: Benson P. Shapiro

A brief introduction to the nature and scope of marketing. View Details

Keywords: Marketing

2002
Chapter

Digital Marketing Communication

By: J. A. Deighton and Patrick Barwise

Keywords: Marketing Communications; Digital Marketing; Internet and the Web

October 2007
Article

The Art of Designing Markets

By: Alvin E. Roth

Traditionally, markets have been viewed as simply the confluence of supply and demand. But to function properly, they must be able to attract a sufficient number of buyers and sellers, induce participants to make their preferences clear, and overcome congestion by... View Details

Keywords: Market Design; Market Participation; Market Transactions; Information Technology; Internet and the Web

1986
Book

When Markets Quake

By: Joseph L. Bower

Keywords: Markets

January–February 2019
Article

Cracking Frontier Markets

By: Clayton M. Christensen, Efosa Ojomo and Karen Dillon

Executive Summary:
With emerging-market giants such as Brazil, Russia, India, and China experiencing slowdowns, investors, entrepreneurs, and multinationals are looking elsewhere. They’ve been eyeing frontier economies such as Nigeria and Pakistan with great... View Details

Keywords: Emerging Markets; Market Entry and Exit; Growth and Development Strategy; Demand and Consumers; Innovation and Invention; Development Economics

Register to Read

1991
Book

Global Marketing Management

By: Robert D. Buzzell, John A. Quelch and Christopher A. Bartlett

Keywords: Globalization; Marketing; Management

1999
Book

Global Marketing Management

By: J. A. Quelch and C. A. Bartlett

Keywords: Globalization; Marketing; Management

12 Nov 2008
Research & Ideas

The Marketing of a President

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. When the... View Details

Keywords: by John Quelch

June 2011 (Revised May 2012)
Case

Procter & Gamble: Marketing Capabilities

By: Rebecca M. Henderson and Ryan Johnson

P&G had become known and recognized as a marketing machine. It was the largest advertiser in the world, with 2010 spending of $8.68 billion. From the company's early exploitation of broadcast media (radio and television) for its soap products to more recent experiments... View Details

Keywords: Advertising; Change Management; Globalized Markets and Industries; Innovation Strategy; Brands and Branding; Marketing Communications; Expansion; Consumer Products Industry

1995
Book

Managing Marketing Linkages

By: Frank V. Cespedes

Keywords: Management; Marketing

2006
Book

Global Marketing Management

By: John A. Quelch and Christopher A. Bartlett

Keywords: Marketing; Management

Research Summary

Housing Markets with Contingencies

We model a real-estate market with three types of agents: regular buyers and sellers, and homeowners, who are agents who want to sell their current home only if they can buy another one. On the one hand, our model is a counterpart of the Abdulkadiroglu and Sonmez... View Details

December 2004
Article

Market Valuation and Merger Waves

By: Matthew Rhodes-Kropf and S. Viswanathan

Does valuation affect mergers? Data suggest that periods of stock merger activity are correlated with high market valuations. The naïve explanation that overvalued bidders wish to use stock is incomplete because targets should not be eager to accept stock. However, we... View Details

Keywords: Mergers and Acquisitions; Valuation; Market Transactions; Value; Cash; Stocks; Corporate Social Responsibility and Impact; Bids and Bidding; Market Design; Stock Shares; Accounting Audits; Performance Evaluation

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