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- 1993
- Chapter
The Fourth Phase of Marketing: The History of Marketing and the Business World Today
By: R. S. Tedlow
Keywords: Marketing
- 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
- January 1993 (Revised November 1993)
- Case
Warner-Lambert Ireland: Niconil
By: John A. Quelch and Susan Smith
The marketing director of Warner-Lambert's Irish subsidiary is completing the marketing plan for the launch of Niconil, a transdermal skin patch to facilitate smoking cessation. View Details
- January 1993 (Revised April 1993)
- Case
Chadwick, Inc.: The Balanced Scorecard
By: Robert S. Kaplan
The pharmaceutical division of a diversified company has been asked to develop a Balanced Scorecard. Research and development projects take about ten years to bring a new product to the marketplace and the division depends on good relations and active feedback from its... View Details
- January 1993 (Revised August 2003)
- Case
Sally Jameson: Valuing Stock Options in a Compensation Package
By: Peter Tufano
Details a thinly disguised situation faced by a recent Harvard MBA graduate who was forced by a prospective employer to place a dollar value on a grant of stock options. There are two objectives: 1) Serves as an introduction to option valuation, in which students have... View Details
- Article
Factors Affecting Trust in Market Research Relationships
By: C Moorman, R. Deshpande and G. Zaltman
- 1993
- Article
Interactive Marketing: Exploiting the Age of Addressability
By: R. C. Blattberg and J. A. Deighton
Keywords: Marketing
- 1993
- Chapter
Kokusai Marketing to Kyousou Senryaku (International Marketing and Competitive Strategy)
By: Hirotaka Takeuchi and Michael E. Porter
- 1993
- Report
Relationships Between Providers and Users of Market Research: The Role of Personal Trust
By: Rohit Deshpandé, G. Zaltman and C Moorman
- December 1992
- Case
BASF: Corporate Advertising for 1992
By: Stephen A. Greyser and Norman Klein
Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details
- December 1992
- Case
Du Pont: Corporate Advertising for 1992
By: Stephen A. Greyser and Norman Klein
Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the... View Details
- December 1992 (Revised June 1996)
- Case
Siemens Corporation (A): Corporate Advertising for 1992
By: Stephen A. Greyser and Norman Klein
Describes the approach of the German-based multinational company, Siemens Corp., to establishing an identity in the United States. The specific goals for the 1991-92 corporate advertising campaign are described. Examples of print and television messages are included,... View Details