Publications

Publications

Filter Results: (17,985) Arrow Down
Filter Results: (17,985) Arrow Down Arrow Up

Show Results For

Show Results For

← Page 20 of 17,985 Results →
  • 1987
  • Book

Advertising and Promotion Management: A Manager's Guide to Theory & Practice

By: Paul Farris and John A. Quelch
Related
  • 07 Nov 2007
  • Op-Ed

How Marketing Hype Hurt Boeing and Apple

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. Last month,... View Details
Keywords: by John Quelch; Aerospace; Consumer Products
  • 1984
  • Article

Organizational Culture and Marketing Effectiveness

By: Rohit Deshpandé and A. Parasuraman
Related
  • 01 Jun 2009
  • News

The Maestro and the Market

experiences, you almost can’t listen to the customer.” Norton asks students to consider the operations and marketing of elBulli. There is much about the restaurant that is inefficient, as MBAs are quick to... View Details
Keywords: Julia Hanna; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries; Performing Arts, Spectator Sports, and Related Industries
  • February 1996
  • Teaching Note

Advertising Council Earth Share Campaign, The: Strategy, Execution, and Final Campaign TN

By: V. Kasturi Rangan
Keywords: Environmental Sustainability; Advertising Campaigns; Advertising Industry
Related
  • 10 Dec 2018
  • Working Paper Summaries

Platform Competition: Betfair and the U.K. Market for Sports Betting

Keywords: by Ramon Casadesus-Masanell and Neil Campbell; Entertainment & Recreation
  • April 1990 (Revised January 1993)
  • Case

Ad Council's AIDS Campaign (A): Advertising Strategy

By: V. Kasturi Rangan and Janet Montgomery
Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this very sensitive subject matter--ways that the media and the public would approve. One of the big challenges was to make... View Details
Keywords: Advertising; Goals and Objectives; Social Marketing; Corporate Social Responsibility and Impact; Success; Problems and Challenges; Social Issues; Health Industry
Related
  • fall 1990
  • Article

Agendas, Incubators, and Marketing Organization

By: Frank V. Cespedes
Keywords: Marketing; Organizations
Related
  • August 1984 (Revised September 1986)
  • Background Note

Marketing Programming, Budgeting, and Allocating

By: John A. Quelch
Related
  • 2022
  • Chapter

Coordinating Marketing and Sales in B2B Organizations

By: Frank V. Cespedes
This chapter focuses on the topic of coordinating marketing and sales in Business-to-Business (B2B) organizations. It provides an historical overview, indicating that this is not a new issue facing firms, that the business press has outlined a recurring set of... View Details
Keywords: Marketing; Practice; Research; Sales
Related
  • June 2002
  • Article

Market Triads: A Theoretical and Empirical Analysis of Market Intermediation

By: Rakesh Khurana
Keywords: Theory; Markets
Related
  • 1993
  • Chapter

Kokusai Marketing to Kyousou Senryaku (International Marketing and Competitive Strategy)

By: Hirotaka Takeuchi and Michael E. Porter
Keywords: Competitive Strategy; Marketing Strategy; Trade
Related
  • Teaching Interest

MBA Elective Curriculum Business Marketing and Sales

Business markets differ from consumer markets in important ways. Typically, the buying process is more complex, the buying units and purchase criteria differ, and marketing decisions are more closely interrelated with firm-wide strategic choices. In addition,... View Details

  • Article

Marketing in the Age of Web 2.0

By: Jill Avery
Web 2.0 technologies empower consumers to create their own personalized experiences on the web, and to share them with others. Hence, web content is democratized and consumers' experiences online are largely social rather than individualistic. View Details
Keywords: Digital Marketing; Internet; Brands and Branding; Marketing; Marketing Communications; Internet and the Web; Social Media; Consumer Products Industry; Technology Industry
Related
  • May 2008
  • Supplement

Dove: Evolution of a Brand - Advertising Supplement

By: John A. Deighton
Keywords: Advertising; Brands and Branding; Beauty and Cosmetics Industry
Related
  • May 1998
  • Article

Market Structure, Innovation and Vertical Product Differentiation

By: Shane Greenstein and Garey Ramey
We reassess Arrow's (1962) [Economic Welfare and the Allocation of Resources for Invention, in NBER, The Rate and Direction of Innovative Activity (Princeton University Press, Princeton NJ)] results concerning the effect of market structure on the returns from process... View Details
Keywords: Product; Market Design; Innovation and Invention; Monopoly; Competition
Related
  • 15 Oct 2014
  • News

The Dark Side of Efficient Markets

Keywords: financial markets; efficiency; futures
  • 24 Mar 2008
  • Working Paper Summaries

Optimal Deterrence when Judgment-Proof Agents Are Paid In Arrears—With an Application to Online Advertising Fraud

Keywords: by Benjamin G. Edelman; Video Game; Web Services
  • Article

International Marketing and the Internet

By: J. Quelch and L. Klein
Related
  • 2023
  • Working Paper

Market Exclusivity and Innovation: Evidence From Antibiotics

By: Edward Kong and Olivia Zhao
The US incentivizes drug innovation via patents as well as market exclusivity periods awarded by the US Food and Drug Administration. We estimate the causal effects of extending market exclusivity for an important drug class: antibiotics. Using a... View Details
Keywords: Health Testing and Trials; Innovation and Invention; Motivation and Incentives; Government Administration; Government Legislation; Pharmaceutical Industry; United States
Related