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Show Results For
- All HBS Web
(488)
- News (49)
- Research (338)
- Events (5)
- Multimedia (4)
- Faculty Publications (217)
- 04 Sep 2019
- News
A Wide Screen Approach
ratings and selling advertising against those ratings isn’t going to hold up. The whole field will need to find new ways to measure fan engagement with media—and it’s going to create new opportunities for advertisers.” —Angela Ruggiero... View Details
- 20 Oct 2014
- Research & Ideas
Users Love Ello, But What’s the Business Model?
that social media users are increasingly attracted to the idea of such a model. But funding it without advertising's help won't be easy. Two digital marketing experts, Harvard Business School professors John Deighton, the Harold M.... View Details
- October 2021 (Revised March 2022)
- Supplement
PittaRosso: Artificial Intelligence-Driven Pricing and Promotion
By: Ayelet Israeli and Fabrizio Fantini
PittaRosso, a traditional Italian shoe retailer, is implementing an AI system to provide pricing and promotion recommendations. The system allows them to implement changes that would affect both the top of funnel and bottom of funnel activities for the company: once... View Details
Keywords: Artificial Intelligence; Pricing; Pricing Algorithm; Pricing Decisions; Pricing Strategy; Pricing Structure; Promotion; Promotions; Online Marketing; Data-driven Decision-making; Data-driven Management; Retail; Retail Analytics; Price; Advertising Campaigns; Analytics and Data Science; Analysis; Digital Marketing; Budgets and Budgeting; Marketing Strategy; Marketing; Transformation; Decision Making; Retail Industry; Italy
- 01 Sep 2016
- News
Alumni and Faculty Books for September 2016
Sky Lucas (MBA 1983) and Jeff Hamer (Amazon Digital Services) The authors, two stock-market veterans, share their hard-won wisdom through entertaining and insightful tales about the cruel world of stocks, money management, and irrational... View Details
- September 2022 (Revised November 2022)
- Teaching Note
PittaRosso: Artificial Intelligence-Driven Pricing and Promotion
By: Ayelet Israeli
Teaching Note for HBS Case No. 522-046. View Details
Keywords: Artificial Intelligence; Pricing; Pricing Algorithm; Pricing Decisions; Pricing Strategy; Pricing Structure; Promotion; Promotions; Online Marketing; Data-driven Decision-making; Data-driven Management; Retail; Retail Analytics; Price; Advertising Campaigns; Analytics and Data Science; Analysis; Digital Marketing; Budgets and Budgeting; Marketing Strategy; Transformation; Decision Making; AI and Machine Learning; Retail Industry; Italy
- 01 Apr 2000
- News
Getting the Message
billboard-shaped notices -- about 10 percent of those who saw the ads were enticed to click on them. These surfers were taken to the sponsor's Web site, and a new age in advertising had begun. Today, View Details
Keywords: Susan Young
- November 2021 (Revised December 2021)
- Supplement
PittaRosso (B): Human and Machine Learning
By: Ayelet Israeli
This case supplements the "PittaRosso: Artificial Intelligence-Driven Pricing and Promotion" case, and provides major highlights on what happened at the company since the first case. View Details
Keywords: Artificial Intelligence; Pricing; Pricing Algorithm; Pricing Decisions; Pricing Strategy; Pricing Structure; Promotion; Promotions; Online Marketing; Data-driven Decision-making; Data-driven Management; Retail; Retail Analytics; Price; Advertising Campaigns; Analytics and Data Science; Analysis; Digital Marketing; Budgets and Budgeting; Marketing Strategy; Marketing; Transformation; Decision Making; AI and Machine Learning; Retail Industry; Italy
Israeli, Ayelet. "PittaRosso (B): Human and Machine Learning." Harvard Business School Supplement 522-047, November 2021. (Revised December 2021.)
- December 2010
- Supplement
Ad Classification at Right Media — slide supplement
By: Benjamin Edelman
Right Media considers systems and policies to make sure that ads are only shown on web sites where they are appropriate, and vice versa. Setting standards is particularly challenging given the large and growing marketplace, the numerous participants, their diverse... View Details
- May 2019
- Teaching Note
JUUL and the Vaping Revolution
By: Michael W. Toffel, Trevor Fetter, John Masko and Sarah Mehta
Teaching Note for HBS No. 619-006. View Details
Keywords: Electronic Cigarettes; E-Cigarettes; Vaping; Nicotine Replacement; JUUL; Juuling; Advertising; Advertising Campaigns; Digital Marketing; Customers; Innovation and Invention; Innovation Strategy; Marketing; Ethics; Brands and Branding; Marketing Communications; Marketing Strategy; Product Marketing; Corporate Social Responsibility and Impact; Social Issues; Information Technology; Technology Industry; San Francisco
- 11 Feb 2008
- Research & Ideas
Does Democracy Need a Marketing Manager?
propositions represents a market test and signal of what consumers want. Q: Consumer marketing appears to be drifting away from mass market advertising to more targeted approaches made possible by the View Details
Keywords: by Sean Silverthorne
- 31 Oct 2019
- News
Finding an Audience
have always been a music fan. “We got together one day to see what we could do in the form of a cultural activity on a digital platform. The main idea that came up was, what is going on in classical music in Mexico, and why do people not... View Details
- 01 Sep 2018
- News
The True Value of a Tweet
will actually say something, and the rest is the silent majority. So if you’re an executive, how do you pin a value to this tool? LJ: There has to be a more careful study of that. But all of these digital tools are amazing for marketers... View Details
Keywords: Jen McFarland Flint
- 04 Sep 2019
- News
Giving Live Sports Another Dimension
three hours [when they’re] sitting in their seat.” To that end, new ballparks and arenas have begun to include physical diversions such as pools, kid zones, and beer pavilions. But Mariner, former executive vice president and CFO of Major League Baseball, is focused on... View Details
- Web
Buy Now, Pay Later: Research Links - Printed Collections
labor, and socialis Trade Catalog Collection Baker Library’s collection of historical trade catalogs includes dozens advertising products that were commonly sold on credit, particularly furniture, pianos, farm equipment, and sewing... View Details
- 10 Nov 2015
- First Look
November 10, 2015
Online Advertising By: Kireyev, Pavel, Koen Pauwels, and Sunil Gupta Abstract—As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spending by referring to... View Details
Keywords: Sean Silverthorne
- Web
Introduction - The Message - The Human Factor – Baker Library | Bloomberg Center, Historical Collections
the corporation. As an executive warned at the Association of National Advertisers Convention in 1937, “Every company that fails to do its part in public relations for business contributes [not only] to possible destruction . . . of its... View Details
- 14 Oct 2013
- Research & Ideas
Blockbuster! Why Star Power Works
Disney Company expects to lose up to $190 million on its summer fiasco The Lone Ranger, another star vehicle featuring Johnny Depp and Armie Hammer. Welcome to the risky strategy of "blockbusters," practiced increasingly by movie, TV, and recording companies;... View Details
- 02 Sep 2016
- Op-Ed
The Twitter Election
advertisements in battleground or swing states. These ads are designed to raise doubts about and paint a picture of Trump before he has enough money to hit the airwaves in earnest. Complementing this air war is Clinton's well-organized... View Details
Keywords: by John Quelch and Thales Teixeira
- 25 Sep 2006
- Research & Ideas
How Software Platforms Revolutionize Business
videogame consoles are no longer just gaming platforms, they are gateways to a variety of digital content, including DVD movies and Internet video for the gamer and advertising and other promotional... View Details
- 25 May 2010
- First Look
First Look: May 25
ad platform can offer, an advertiser may forego use of an ad platform that the advertiser otherwise finds profitable. Mergers between ad platforms can increase advertiser... View Details
Keywords: Martha Lagace