Publications

Summarizes principal issues involved in product policy. View Details

Keywords: Product; Policy

August 1984 (Revised October 1992)
Background Note

Marketing Implementation

Describes a framework for evaluating marketing implementation problems and assesses the interfaces between marketing strategy and implementation. View Details

Keywords: Marketing Strategy

August 1984 (Revised September 1986)
Background Note

Marketing Programming, Budgeting, and Allocating

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

1984
Chapter

Consumer Promotions and the Acceleration of Product Purchases

By: Scott A. Neslin, Caroline Henderson and John A. Quelch

March 1984 (Revised July 1985)
Case

Rainbow Systems, Inc. (A)

March 1984 (Revised August 1984)
Case

Rainbow Systems, Inc. (B)

March 1984
Background Note

Note on the Personal Computer Industry (January 1983)

March 1984 (Revised November 1988)
Case

Chemical Bank: The Pronto System

March 1984 (Revised December 1985)
Case

Clairol Appliance Division: The Skin Machine (A)

March 1984
Supplement

Clairol Appliance Division: The Skin Machine (B)

November 1983 (Revised May 1990)
Case

Procter & Gamble Co. (A)

An associate advertising manager at Procter & Gamble is considering several options to strengthen the company's position in the light duty liquid detergent market. One option is to introduce a fourth Procter & Gamble brand in the category. Provides substantial... View Details

Keywords: Product Positioning; Advertising; Product Launch; Brands and Branding; Consumer Products Industry; United States

November 1983 (Revised May 1990)
Case

Procter & Gamble Co. (B)

The brand assistant on H-80, a new light duty liquid detergent, has to develop a year-one national promotion plan for the new product. Illustrates one of the important tasks of a Procter & Gamble brand assistant and provides substantial information on different types... View Details

Keywords: Advertising; Product Launch; Product Marketing; Brands and Branding; Consumer Products Industry; United States

1983
Book

Marketing Communications in a Changing Environment

Article

Consumer Promotions in Service Marketing

By: Christopher Lovelock and John A. Quelch

May–June 1983
Article

It's Time to Make Trade Promotion More Productive

January 1983 (Revised July 1985)
Case

Cable News Network

The vice president of advertising and promotion is reviewing his advertising program for 1982. In particular, he is assessing an agency proposal for a new advertising campaign for cable news network. View Details

Keywords: Advertising Campaigns; Management Teams; Journalism and News Industry; Media and Broadcasting Industry

January 1983 (Revised June 1985)
Case

Mary Kay Cosmetics, Inc.: Marketing Communications

Marketing executives at the company are considering the merits of a variety of communications programs designed to increase the effectiveness of the company's sales force of beauty consultants. View Details

Keywords: Marketing Communications; Salesforce Management; Decision Making; Performance Effectiveness; Management Teams; Beauty and Cosmetics Industry; United States

January 1983 (Revised October 1983)
Case

Mobil Chemical Co.