Publications
Publications
Show Results For
- All HBS Web
(1,979)
- Faculty Publications (558)
- February 1995 (Revised November 1996)
- Case
MasterCard and World Championship Soccer
By: John A. Quelch and Carin-Isabel Knoop
The MasterCard vice president for global promotions and other MasterCard executives are appraising the results of MasterCard's worldwide sponsorship of the 1994 World Cup soccer championship. They must decide whether to commit to sponsor the 1998 championship to be... View Details
- February 1995
- Teaching Note
Catalina Marketing Corporation TN
By: David E. Bell
Teaching Note for (9-594-026). View Details
Keywords: Advertising Industry
- January 1995 (Revised March 1995)
- Teaching Note
Saatchi and Saatchi Company PLC: Corporate Strategy TN
By: David J. Collis
Teaching Note for (9-792-056). View Details
Keywords: Advertising Industry
- 1995
- Other Teaching and Training Material
Intel: A Multimedia Exercise in Advertising Management
By: J. Quelch
- December 1994
- Case
Intel's Pentium: When the Chips Are Down (A)
By: Stephen A. Greyser and Norman Klein
Intel, the largest-selling manufacturer of microprocessor computer chips, finds itself in a brand-threatening situation when a flaw is revealed in its top-of-the-line Pentium chip. The story is front-page news for weeks. The company invested tens of millions of dollars... View Details
- November 1994 (Revised August 1997)
- Case
TV Guide (A)
TV Guide is the largest magazine in the United States and is attaining record profitability. This case details the economics of TV Guide's success by studying its advertiser and reader relationships. Presents a detailed look at how a large magazine manages all aspects... View Details
- September 1994
- Case
Benetton: The "United Colors" Communications Campaigns
By: James L. Heskett, Stephen A. Greyser and Norman Klein
- 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