Publications

Publications

Filter Results: (864) Arrow Down

Show Results For

← Page 4 of 864 Results →
  • April 2013
  • Teaching Note

Bluefin Labs: The Acquisition by Twitter

By: John Deighton and Leora Kornfeld
What is the value of Bluefin Labs's social listening data to Twitter? Acquired by Twitter in 2013, Bluefin had built a system that gathered millions of online comments in an effort to develop new metrics for TV programs and brand advertising. With data from Twitter and... View Details
Keywords: Knowledge Use and Leverage; Knowledge Acquisition; Marketing; Television Entertainment; Mobile Technology
Related
  • 12 Oct 1999
  • Research & Ideas

What It Takes: Minorities in the Executive Suite

companies? In their recent book, Breaking Through: The Making of Minority Executives in Corporate America (Harvard Business School Press), two HBS faculty members, Associate Professor David Thomas and Professor John Gabarro, explain that... View Details
Keywords: by Judith A. Ross
  • 16 May 2000
  • Research & Ideas

Getting the Message: How the Internet is Changing Advertising

last December, believes that "the real opportunity for the marketing industry lies in developing transactional-based models that enable consumer and client to work together more closely." HBS professor John View Details
Keywords: by Susan Young
  • Web

Courses by Faculty Unit - Course Catalog

Elective Curriculum: Course Descriptions Last Updated: 18 Nov 2024 By Unit View by Unit | View by Course Title | View by Faculty | Print View... View Details
  • Web

Courses by Title - Course Catalog

Elective Curriculum: Course Descriptions Last Updated: 18 Nov 2024 By Course Title View by Unit | View by Course Title | View by Faculty | Print... View Details
  • 29 Nov 2010
  • HBS Case

United Breaks Guitars

Tweets are in the air we breathe. Most of us know that "friend" can also be a verb. Social media are part of the public discourse now, whether or not we're active users of them. A new case coauthored by HBS marketing professor... View Details
Keywords: by Julia Hanna
  • Web

Courses by Faculty - Course Catalog

Elective Curriculum: Course Descriptions Last Updated: 18 Nov 2024 By Faculty View by Unit | View by Course Title | View by Faculty | Print View... View Details
  • April 2011
  • Case

Designs by Kate: The Power of Direct Sales

By: John A. Deighton and Sarah Abbott
The sales representatives at Designs by Kate (DBK) sell private label jewelry at hosted parties and through online social media channels. They are also responsible for recruiting, training, and managing new sales reps. CEO and founder Kate Creevey designed the... View Details
Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Motivation and Incentives; Marketing Strategy; Salesforce Management; Performance; Compensation and Benefits; Apparel and Accessories Industry
Related
  • 1995
  • Working Paper

Managing Marketing by the Customer Equity Criterion

By: Robert C. Blattberg and John Deighton
Related
  • 18 Oct 2016
  • Op-Ed

Why Business Should Invest in Community Health

relatively quickly, then extend their efforts into other areas. The point is to get started. America’s health depends on all businesses to do their part. About the Authors John A. Quelch is the Charles... View Details
Keywords: by John Quelch, Howard Koh, and Pamela Yatsko; Health
  • July – August 1996
  • Article

Manage Marketing by the Customer Equity Test

By: Robert C. Blattberg and J. A. Deighton
Keywords: Marketing; Customers
Related
  • Web

Courses by Faculty Unit - Course Catalog

Elective Curriculum: Course Descriptions Last Updated: 18 Nov 2024 By Unit View by Unit | View by Course Title | View by Faculty | Print View... View Details
  • 26 Nov 2012
  • News

New Winners & Losers in the Internet Economy

  • 30 Jan 2006
  • HBS Case

The Case of the Mystery Writer’s Brand

As a longtime authority on marketing communications, HBS professor John Deighton has analyzed the consumer-product relationship from every angle. But when he heard the best-selling author James Patterson... View Details
Keywords: by Julia Hanna; Entertainment & Recreation; Information; Publishing
  • 18 May 2015
  • Research & Ideas

Advertisers Get Serious About Playing With Their Brands

governed by a set of rules, the rules of play, according to John A. Deighton, Harold M. Brierley Professor of Business Administration at Harvard Business School, and Leora... View Details
Keywords: by Dina Gerdeman; Advertising
  • 2008
  • Chapter

Where Does It Go? Spending by the Financially Constrained

By: Shawn A. Cole, Peter Tufano and John Thompson
Related
  • 2008
  • Working Paper

Where Does It Go? Spending by the Financially Constrained

By: Shawn A. Cole, John Thompson and Peter Tufano
In this paper, we analyze the spending decisions of over 1.5 million Americans who vary in their degree of revealed credit constraints. Specifically, we analyze how these Americans spend their income tax refunds, using transaction-level data from a stored-value card... View Details
Keywords: Decision Choices and Conditions; Credit; Personal Finance; Spending; Taxation; Consumer Behavior; United States
Related
  • Article

Marketing and Seduction: Building Exchange Relationships by Managing Social Consensus

By: John A. Deighton and Kent Grayson
Keywords: Marketing; Relationships; Management; Public Opinion
Related
  • April 2011
  • Teaching Note

Designs by Kate: The Power of Direct Sales (Brief Case)

By: John A. Deighton and Sarah Abbott
Teaching Note to 4277. View Details
Keywords: Direct Sales; Consumer Marketing; Marketing Management; Personal Selling; Sales Compensation; Sales Organization; Marketing Strategy; Marketing Channels; Compensation and Benefits; Sales
Related
  • 01 Aug 2001
  • News

HBS Alumni Association Board of Directors: President's Report

throughout the year on four specific areas, and I'd like to summarize each committee's work. Communications Under the leadership of John Hoffmann (MBA '64), this group focused on segmentation, design and content, and delivery. The... View Details
Keywords: John Hoffman