Publications
Publications
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- All HBS Web
(1,982)
- Faculty Publications (546)
- June 1994 (Revised August 1994)
- Case
Cunard Line Ltd.: Managing Integrated Marketing Communications
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
- April 1994
- Supplement
Advertising and Promotion Management, Fourth Edition, Video Index
By: John A. Quelch
- April 1994 (Revised March 1997)
- Case
Planet Reebok (A)
By: John A. Quelch
Reebok International Ltd. is preparing to launch its first global advertising campaign for "Planet Reebok" in three European countries--France, Germany, and the United Kingdom. Planet Reebok was recently launched in the United States during the 1993 Superbowl. The... View Details
- April 1994
- Supplement
Planet Reebok (B)
By: John A. Quelch
Supplements Planet Reebok (A). View Details
- February 1994
- Article
A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness
By: Rohit Deshpandé and D. M. Stayman
Keywords: Advertising
- February 1994
- Article
The Effects of Advertising on Brand Switching and Repeat Purchasing
By: J. A. Deighton, C.M. Henderson and S. Neslin
- November 1993
- Case
FCB and Publicis (C): The German-Led Network
By: Rosabeth M. Kanter and Pamela A. Yatsko
After U.S.-based Foote, Cone & Belding (FCB) and Publicis of France established an international advertising alliance in May 1988, alliance leaders set out to merge offices in Europe. They were confronted with a particularly tricky situation in Germany, which, if... View Details
- October 1993 (Revised September 1994)
- Case
Catalina Marketing Corp.
By: David E. Bell, Walter J. Salmon and Dinny Starr
Catalina Marketing is a very successful marketing service firm. Their current customers include major supermarket retailers and consumer products manufacturers nation-wide. Catalina provides a unique way for these clients to distribute coupons for their products via... View Details
- September 1993 (Revised November 1993)
- Supplement
Partnership for a Drug-Free America (B)
By: V. Kasturi Rangan, Diana Chapman Walsh, Barbara Moeykens and Rima E. Rudd
- July 1993
- Supplement
Ethics in Marketing
By: John A. Quelch
Compilation of commercials for six marketing case studies included in the book Ethics in Marketing by N. Smith and J.A. Quelch, published by Richard D. Irwin, Homewood, IL. View Details
- July 1993
- Supplement
Advertising Council Get Out the Vote Campaign: Strategy and Creative Execution
- July 1993
- Supplement
Advertising Council: Corporate Strategy
- June 1993 (Revised July 1999)
- Supplement
The Advertising Council: Earth Share Campaign
Keywords: Advertising Campaigns
- April 1993 (Revised July 1994)
- Case
MathSoft, Inc. (A)
MathSoft's VP of sales has doubled the size of the company's direct field sales force to support the launch of a new, high-end workstation software product priced at almost $9,000. However, sales of the new product are far below plan. At the same time, the VP of... View Details
- January 1993 (Revised November 1993)
- Case
FCB and Publicis (A): Forming the Alliance
Two of the largest ad agencies form a partnership to be able to offer their clients global capabilities. After five years, how is the alliance faring? May be used with FCB and Publicis (B): Managing Client and Country Diversity and (C): The German-Led Network. View Details
- January 1993 (Revised November 1993)
- Case
FCB and Publicis (B): Managing Client and Country Diversity
Discusses FCB and Publicis, partners in a global advertising agency alliance, working together with their clients to provide excellent service. May be used with FCB and Publicis (A): Forming the Alliance and (C): The German-Led Network. View Details