Multi-channel Marketing - Publications - Faculty & Research

01 Mar 2015
News

Research Brief: Political Capital

of campaigns, helping a candidate establish a lead that has him or her coasting, advertising can be the determining factor. “In a close election, advertising alone can be a difference maker.” “The Air War Versus the Ground Game: An Analysis of View Details

Keywords: Janelle Nanos; Executive, Legislative, and Other General Government Support; Government; Advertising, Public Relations, and Related Services; Professional Services

07 Sep 2021
News

One Degree of Difference

candidate is being considered. Someone applying for a marketing manager position might be asked to develop a multi-channel pitch and presentation in response to an RFP from a particular brand, for example.... View Details

Keywords: Jen McFarland Flint; Ambulatory Health Care Services; Health, Social Assistance

26 Oct 2020
News

A Social Impact Roadmap; Arts Leadership in a Pandemic; Amplifying Hispanic Contributions

Forum, is now focused on the Hispanic Star campaign, a multi-channel marketing and outreach effort aimed at showcasing and amplifying the significant contributions of the Hispanic community to the United... View Details

Keywords: Margie Kelley

19 Feb 2019
First Look

New Research and Ideas, February 19, 2019

of business and discusses the implications for research and public policy. Download working paper: https://www.hbs.edu/faculty/Pages/item.aspx?num=49954 The Air War Versus The Ground Game: An Analysis of Multi-Channel View Details

Keywords: Sean Silverthorne

01 Apr 2008
First Look

First Look: April 1, 2008

Moderna to be the leading electronic retailer in 20 countries in and around Central and Eastern Europe, evolving an unusual multi-channel strategy, organizational structure, and IT systems. Serious conflicts cause Cesko to question his... View Details

Keywords: Martha Lagace

18 Sep 2007
First Look

First Look: September 18, 2007

gives firms discretion to manage impairments. We test this argument in a sample of firms with market indications of impairment (firms with book goodwill and market-to-book ratio below one). We find that the frequency of non-impairment in... View Details

Keywords: Martha Lagace

15 Apr 2014
First Look

First Look: April 15

response to changes in global supply and to better meet the needs of a new multi-channel retail environment. The case, set in late 2013, covers the development of Tesco Group Food and identifies future opportunities and challenges.... View Details

Keywords: Sean Silverthorne

16 Apr 2007
Research & Ideas

Delivering the Digital Goods: iTunes vs. Peer-to-Peer

the Market for Digital Information Goods," is among the first efforts to study the interactions of two entirely new and radical business models operating in the same market. Sean Silverthorne: What attracted you to research this area... View Details

Keywords: by Sean Silverthorne; Music

12 Apr 2010
Research & Ideas

One Report: Better Strategy through Integrated Reporting

trust. Why is One Report important now? "The capital markets and our planet have simultaneously reached a fork in the road. One path continues the status quo. The other and new path is a commitment to a better society, stronger financial... View Details

Keywords: by Martha Lagace

Publications