Publications

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January 2000 (Revised June 2000)
Case

Alloy.com: Marketing to Generation Y

By: John A. Deighton and Gil McWilliams

A profitable dot com company? Alloy.com retails clothing to teens by catalog. Alloy uses a Web site to convert prospects and build community. The result is a business with the economics of a direct marketer and the market capitalization of an Internet start-up. The... View Details

Keywords: Marketing Strategy; Internet and the Web; Business and Community Relations; Partners and Partnerships; Customer Relationship Management; Decision Choices and Conditions; Business Startups; Information Technology Industry; Consumer Products Industry

July 1987 (Revised January 1993)
Background Note

Legal Restrictions on Marketing Management, Introduction

Reviews several key areas in the marketing manager's legal environment and is organized around the marketing mix variables. In the pricing section it covers price fixing, resale price maintenance, discriminatory pricing, and predatory pricing. In the distribution... View Details

Keywords: Law; Marketing

01 Feb 2017
News

Super Bowl viewers don’t want politics mixed with their hot wings and beer

09 Apr 2001
Research & Ideas

Marketing a Country: Promotion as a Tool for Attracting Foreign Investment.

organizations tended to be created for the purpose of marketing countries as investment sites and not with the primary objectives of screening investment or negotiating with investors. Governments can adopt two polar positions in their... View Details

Keywords: by Louis T. Wells & Alvin G. Wint

05 Feb 2009
Research & Ideas

In Praise of Marketing

how and why, has advanced greatly in the last twenty years. Low-cost data analysis enables marketers to understand what level and mix of incentives will produce behavior change, even down to the level of the... View Details

Keywords: by John Quelch; Advertising

June 1994 (Revised August 1994)
Case

Cunard Line Ltd.: Managing Integrated Marketing Communications

By: Stephen A. Greyser

Cunard, the world's oldest luxury line company, is confronted with several key issues involving its marketing and marketing communications strategy. One concerns the balance between image/positioning advertising and short-term-oriented promotional... View Details

Keywords: Advertising Campaigns; Marketing Communications; Marketing Strategy; Product Positioning; Consumer Behavior; Organizational Structure; Identity; Balance and Stability; Shipping Industry

Research Summary

Informing Brand Marketing Practice

Susan M. Fournier is involved with several projects relating more generally to brand managment issues. These include boardroom-level projects (with Professors Thomas Madden and Franke Fehle of the University of South Carolina, and sponsored by Interbrand) on the... View Details

17 Jan 2008
Research & Ideas

If Marketing Experts Ran Elections

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.For all the... View Details

Keywords: by John A. Quelch

01 Oct 1998
News

A Marketable Skill

mix of vendors, smoothed neighborhood relations, and hired logistical help on weekends. Greenflea will contribute nearly $500,000 this year to fund educational enrichment programs, and Gehrke says she could expand the operation to include... View Details

Keywords: Deborah Blagg

01 Dec 2005
News

A Renter’s Market

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 Jul 2008
Research & Ideas

Solving the Marketing Resources Allocation Puzzle

several levels—across countries, across products, across marketing mix elements, across different vehicles within a marketing mix element (e.g.,... View Details

Keywords: by Sean Silverthorne

2007
Working Paper

The New Market for Federal Judicial Law Clerks

By: Christopher Avery, Christine Jolls, Richard Posner and Alvin E. Roth

In the past, judges have often hired applicants for judicial clerkships as early as the beginning of the second year of law school for positions commencing approximately two years down the road. In the new hiring regime for federal judicial law clerks, by contrast,... View Details

Keywords: Law; Education; Employment; Selection and Staffing; Marketplace Matching

27 Mar 2014
News

From Marx to Marketing

the time a partner at the Athens-based Ulysses Commission Trading Company, an agency company representing foreign manufacturers in the Greek market, watched those dramatic days in late 1989 with mixed feelings. "I knew that the... View Details

2008
Working Paper

An Investigation of Earnings Management through Marketing Actions

By: Craig James Chapman and Thomas J. Steenburgh

Prior research hypothesizes managers use "real actions," including the reduction of discretionary expenditures, to manage earnings to meet or beat key benchmarks. This paper examines this hypothesis by testing how different types of marketing expenditures are used... View Details

Keywords: Performance Expectations; Earnings Management; Marketing Strategy; Financial Reporting; Brands and Branding; Food and Beverage Industry

SSRN

February 2018
Article

Auctions versus Posted Prices in Online Markets

By: Liran Einav, Chiara Farronato, Jonathan Levin and Neel Sundaresan

Auctions were very popular in the early days of internet commerce, but today online sellers mostly use posted prices. We model the choice between auctions and posted prices as a trade-off between competitive price discovery and convenience. Evidence from eBay fits the... View Details

Keywords: Internet and the Web; Auctions; Price

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2011
Working Paper

The Flexible Substitution Logit: Uncovering Category Expansion and Share Impacts of Marketing Instruments

By: Qiang Liu, Thomas J. Steenburgh and Sachin Gupta

Different instruments are relevant for different marketing objectives (category demand expansion or market share stealing). To help brand managers make informed marketing mix decisions, it is essential that marketing mix models appropriately measure the different... View Details

Keywords: Decision Choices and Conditions; Forecasting and Prediction; Investment; Brands and Branding; Marketing Strategy; Demand and Consumers; Mathematical Methods

July 1993 (Revised November 1993)
Case

European Bank for Reconstruction and Development: Marketing Strategy for the Debut Bond Offering

By: Jeffrey F. Rayport

The European Bank for Reconstruction and Development, the first supranational financial institution of the post-Cold War era, is planning its debut in the international capital markets through a bond issuance of $500 million. The bank must determine its marketing... View Details

Keywords: Bonds; Marketing Strategy; Capital Markets; Banks and Banking; Banking Industry; Europe