Publications

Educators

September 2004 (Revised February 2010)
Supplement

The Passion of the Christ (B)

By: John A. Quelch, Anita Elberse and Anna Harrington

Supplements the (A) case. View Details

Keywords: Religion

August 23, 2004
Article

How Model Behaviour Brings Market Power

By: Douglas B. Holt, J. A. Quelch and E. Taylor

August 2004 (Revised February 2006)
Case

Marketing James Patterson

By: John A. Deighton

Can a successful novelist use direct-to-consumer marketing to grow his brand? The author, who in a previous career ran a major advertising agency, uses advertising with great success to build his stature as a crime fiction writer. Further, he applies his experience at... View Details

Keywords: Advertising; Debates; Surveys; SWOT Analysis; Brands and Branding; Marketing Channels; Product Marketing; Consumer Behavior; Outcome or Result; Sales

Educators

August 2004 (Revised May 2017)
Teaching Note

Samsung Electronics Company: Global Marketing Operations

Teaching Note to (9-504-051). View Details

August 2004
Supplement

CARE Commercials

Six television commercials illustrate CARE's current mission and branding strategy. Supplements the case. View Details

Keywords: Mission and Purpose; Brands and Branding

August 2004
Supplement

Interview with Christine Day - Starbucks

2004
Working Paper

Monarchies as Corporate Brands

By: John M.T. Balmer, Stephen A. Greyser and Mats Urde

August 2004
Supplement

Samsung Electronics Corporation: Eric Kim Interview

July 2004 (Revised May 2017)
Teaching Note

Real Madrid Club de Futbol

By: John Quelch

Teaching Note to (9-504-063), (9-505-081), and (9289BN). View Details

July 2004
Supplement

Interview with Dennis Bender Habitat for Humanity International

Interview with Dennis Bender of Habitat for Humanity International. View Details

July 2004
Supplement

Samsung Electronics Commercials

2004
Chapter

Managing the Global Brand: A Typology of Consumer Perceptions

By: Douglas B. Holt, J. A. Quelch and Earl Taylor

2004
Book

The Global Market: Developing a Strategy to Manage Across Borders

By: John A. Quelch and Rohit Deshpandé

Find at Harvard

May 2004 (Revised July 2004)
Case

IBM On Demand Community

The vice-president of IBM Corporate Community Relations is developing the launch program for IBM On Demand Community, a suite of 140 technology tools designed to enable IBM employees to assist nonprofit community organizations and schools worldwide. View Details

Keywords: Nonprofit Organizations; Social Marketing; Computer Industry

Educators