Publications

Web

the Art of American Advertising - Advertising Products

Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising: Advertising Products National Markets... View Details

2016
Blog

Building A Culture of Health - John A. Quelch: The Marketing of Prevention

By: John A. Quelch

The US will devote 17.5% of GDP to health care this year, around $3 trillion. Yet only 3 percent of that will be spent on prevention, including both primary prevention (preventing illness in the first place) and secondary prevention (preventing sick people getting... View Details

Keywords: Healthcare; Healthcare Marketing; Prevention; Wellbeing; Health; Marketing; Health Industry; Insurance Industry; Public Administration Industry; Europe; North and Central America

Read Now

March 2017 (Revised March 2022)
Case

Flashion: Art vs. Science in Fashion Retailing

By: Kris Ferreira and Karim R. Lakhani

Kate Wilson, retail analytics manager at Flashion, a fashion flash-sale site, is tasked with developing analytics to optimize pricing for first-exposure products on the site. Many in the industry have relied on years of experience and intuition to determine pricing—can... View Details

Keywords: Analytics; Pricing; Data; Service Operations; Forecasting and Prediction; Internet and the Web; Technology Adoption; Mathematical Methods; Decision Making; E-commerce; Retail Industry; Fashion Industry; United States

October 1978 (Revised March 1987)
Background Note

Note on Market Definition and Segmentation

Outlines the problems involved in defining "markets" for purposes of 1) developing competitive strategies, 2) measuring market share, and 3) evaluating the extent of competition. The primary focus is on strategic planning--specifically, the questions of delimiting the... View Details

Keywords: Strategic Planning; Markets; Segmentation

Web

Bibliography - The Art of American Advertising

American Mass Market . New York: Pantheon Books, 1989. Wright, Helena E. “The Image Makers: The Role of the Graphic Arts in Industrialization.” IA: Journal of the Society for Industrial Archeology , vol. 12,... View Details

01 Dec 2014
News

The art of the amateur online review

April 2022
Teaching Note

Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand

By: Jill Avery

A sixteenth century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed, and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo... View Details

Keywords: Brand Management; Brand Valuation; Art; Art Dealer; Auction House; Brand Storytelling; Marketing; Brands and Branding; Marketing Strategy; Fine Arts Industry; United States; Italy

01 Mar 2019
News

Case Study: Off to a Fine Art

which was sourcing originals for its new hotel in Oakland, for example, and a florist who was staging a large-scale but short-term installation at Instagram’s headquarters. At first Giridharadas was simply hoping to build a better market... View Details

Keywords: Jen McFarland Flint

Web

The Art of American Advertising: 1865 - 1910

Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising 1865 - 1910 National Markets Advertising... View Details

Web

Scrapbooks & Collectibles- The Art of American Advertising

Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising: Scrapbooks & Collectibles National Markets... View Details

16 Jun 2023
News

On the Move: Adam Laitsas (MBA 2016)

Laitsas will oversee PFL’s expansion plans and grow the sport of mixed martial arts (MMA) throughout the Middle East with the launch of PFL MENA in 2024. Laitsas was previously SVP of Marketing Strategy for... View Details

Keywords: marketing; career changes; mixed martial arts; sports; MENA; Performing Arts, Spectator Sports, and Related Industries; Arts, Entertainment

05 Nov 2018
Working Paper Summaries

Pioneer (Dis-)advantages in Markets for Technology

Keywords: by Moritz Fischer, Joachim Henkel, and Ariel Dora Stern; Medical Devices & Supplies

Web

Trade Cards - The Art of American Advertising

Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising: Trade Cards National Markets Advertising... View Details

Web

Trade Catalogs - The Art of American Advertising

Education Alumni Baker Library Historical Collections Visual Resources More Exhibits Exhibition Gallery Research Links Site Credits The Art of American Advertising: Trade Catalogs National Markets... View Details

January 2018 (Revised October 2019)
Case

Christie's and Leonardo da Vinci's Salvator Mundi: The Value of a Brand

By: Jill Avery

A 16th century Renaissance masterpiece, missing for 137 years, believed by many to have been destroyed and then rediscovered less than a decade ago, becomes the most expensive painting ever sold, all the while surrounded by controversy. Did the buyer of Leonardo da... View Details