Publications

August 1984 (Revised September 1986)
Background Note

Marketing Programming, Budgeting, and Allocating

By: John A. Quelch

July 1984 (Revised June 1985)
Background Note

Legal and Ethical Aspects of Marketing

Keywords: Marketing; Ethics; Law

July 1984 (Revised April 1997)
Case

British Airways (BA) has recently introduced a global advertising campaign. The development of the campaign and its implementation are discussed. BA and advertising agency executives must renew the campaign and resolve issues pertaining to its future direction. View Details

Keywords: Air Transportation; Globalization; Advertising Campaigns; Air Transportation Industry; England

spring/summer 1984
Article

Children as Consumers: An Ethical Evaluation of Children's Television Advertising

By: L. S. Paine

Keywords: Customers; Ethics; Media; Advertising

June 1984
Case

Federal Trade Commission and the Shared Monopoly Case against the Ready-to-Eat Cereal Manufacturers

By: Thomas K. McCraw and Richard S. Tedlow

Keywords: Business and Government Relations; Monopoly; Courts and Trials; Food and Beverage Industry; United States

June 1984 (Revised April 1992)
Background Note

The Marketing Mix

Reviews important concepts related to the marketing mix, and summarizes key relationships within the mix and between the mix and other parts of the company's marketing approach. View Details

Keywords: Marketing

June 1984 (Revised September 1986)
Background Note

Introduction to Marketing

A brief introduction to the nature and scope of marketing. View Details

Keywords: Marketing

June 1984 (Revised July 1985)
Background Note

The Marketing Process

Describes and explains the marketing process and its six phases: implementation, programming, allocating and budgeting, analysis and research, marketing planning, strategy formulation, and monitoring and auditing. View Details

Keywords: Marketing

June 1984 (Revised March 1993)
Background Note

Securities Law and Public Offerings

By: Howard H. Stevenson and Michael J. Roberts

Describes the relevant securities laws which pertain to the public offering of securities, as well as the business issues and process of a public offering. View Details

Keywords: Laws and Statutes; Capital Markets; Initial Public Offering; Public Administration Industry

May 1984 (Revised September 1986)
Background Note

Basic Quantitative Analysis for Marketing

By: Robert J. Dolan

Shows how to calculate and use the break-even volume in marketing decision making. View Details

Keywords: Marketing Strategy; Mathematical Methods

May 1984 (Revised August 1987)
Case

Raymond Mushroom Corp.

In April 1984 Deborah Raymond, president of Raymond Mushrooms was deciding whether or not to raise prices on Raymond canned mushrooms in conjunction with an advertising promotional program to build consumer preference. View Details

Keywords: Product Positioning; Advertising; Decisions; Price; Management Teams; Food and Beverage Industry

May–August 1984
Article

An Economic View of the Market for Corporate Control

By: R. S. Ruback

Keywords: Economics; Markets; Business Ventures

1984
Working Paper

Earnings Variability and Variance Bounds Tests for Rationality of Stock Market Prices

By: Robert C. Merton and Terry A. Marsh