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Publications

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  • 1995
  • Working Paper

Managing Marketing by the Customer Equity Criterion

By: Robert C. Blattberg and John Deighton
Related
  • 10 Feb 2015
  • First Look

First Look: February 10

John A., and Leora Kornfeld Abstract—The new marketing order, as played out on media platforms like YouTube, Twitter View Details
Keywords: Sean Silverthorne
  • 17 Sep 2001
  • Research & Ideas

Why E-commerce Didn’t Die With the Fall of Webvan

delivery services should not be discounted too soon, according to HBS professor and marketing specialist John A. Deighton. As Deighton explained in the article "Who Wanted... View Details
Keywords: by Martha Lagace; Consumer Products; Retail
  • 16 May 2000
  • Research & Ideas

Getting the Message: How the Internet is Changing Advertising

last December, believes that "the real opportunity for the marketing industry lies in developing transactional-based models that enable consumer and client to work together more closely." HBS professor View Details
Keywords: by Susan Young
  • April 2011
  • Teaching Note

Designs by Kate: The Power of Direct Sales (Brief Case)

By: John A. Deighton and Sarah Abbott
Teaching Note to 4277. View Details
Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Marketing Strategy; Marketing Channels; Compensation and Benefits; Sales
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  • April 2011
  • Supplement

Designs by Kate: The Power of Direct Sales, Spreadsheet Supplement (Brief Case)

By: John A. Deighton and Sarah Abbott
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  • April 2011
  • Supplement

Designs by Kate: The Power of Direct Sales, Faculty Spreadsheet (Brief Case)

By: John A. Deighton and Sarah Abbott
Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Marketing Strategy; Sales
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  • 27 Aug 2013
  • First Look

First Look: August 27

  Publications August 2013 Journal of Financial Economics The Performance of Corporate Alliances: Evidence from Oil and Gas Drilling in the Gulf of Mexico By: Beshears, John Abstract—I use data on oil View Details
Keywords: Sean Silverthorne
  • 15 Oct 2013
  • News

Study: Digital Marketing Industry Worth $62 Billion

  • 26 Jul 2017
  • Cold Call Podcast

The Revolution in Advertising: From Don Draper to Big Data

Keywords: Re: John A. Deighton; Advertising
  • 19 Apr 2011
  • First Look

First Look: April 19

Facebook John Deighton and Leora KornfeldHarvard Business School Case 511-110 In late 2008, executives at Coca-Cola had to decide what to do with... View Details
Keywords: Sean Silverthorne
  • 20 Oct 2014
  • Research & Ideas

Users Love Ello, But What’s the Business Model?

As yet, there is no foolproof way to monetize social capital. If there were, Ello would be well on its way to financial success. The upstart social networking site set the internet abuzz recently by introducing an ad-free platform, View Details
Keywords: Re: John A. Deighton & Sunil Gupta; Publishing; Financial Services
  • 28 Jun 2011
  • First Look

First Look: June 28

Display Dennis Campbell and Rui LuHarvard Business School Case 111-072 An abstract is unavailable at this time. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/111072-PDF-ENG The Ford Fiesta John... View Details
Keywords: Sean Silverthorne
  • January 2013 (Revised June 2018)
  • Case

Amazon, Apple, Facebook, and Google 2018

By: John Deighton and Leora Kornfeld
Four businesses had, by 2012, grown to dominate the infrastructure that all firms rely on to reach online customers. Will the balance of power among the four persist, will one take command at the expense of the other three, or are all four more vulnerable than they... View Details
Keywords: Internet and the Web; Competitive Advantage; Infrastructure; Mobile and Wireless Technology; Growth and Development; Service Industry; Retail Industry; United States
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  • 10 Aug 2010
  • First Look

First Look: August 10

often expensive, relationships with artists and other clients. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/709441-PDF-ENG Sony and the JK Wedding Dance John View Details
Keywords: Martha Lagace
  • 31 Aug 2013
  • News

Long CVS receipts spark social media sensation

  • 18 Oct 2010
  • News

Honorable Mention

  • Research Summary

Anonymity and Identity

By: John A. Deighton
In most consumer markets, consumers are accustomed to operating in relative anonymity. A complex social adjustment is occurring as people realize that anonymity is often no longer their default condition - it must be sought and in some cases bought. New conceptions of... View Details
Keywords: Privacy; Anonymity
  • 26 Apr 2021
  • News

Apple’s Soon-to-Be Rolled Out iOS 14.5 Puts Facebook in a Spin and Mark Zuckerberg Can Do Nothing About It

  • 04 May 2010
  • First Look

First Look: May 4

plan, has implications jointly for DCF and stock prices. Purchase this case:http://cb.hbsp.harvard.edu/cb/product/210039-PDF-ENG United Breaks Guitars John Deighton View Details
Keywords: Martha Lagace