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Show Results For
- All HBS Web
(1,932)
- News (346)
- Research (1,274)
- Events (10)
- Multimedia (26)
- Faculty Publications (855)
- June 1989 (Revised May 1993)
- Supplement
Rossin Greenberg Seronick & Hill, Inc. (B)
By: John A. Quelch
Teaching objectives: 1) to show how aggressive marketing can lead to allegations of misconduct, 2) to consider responses under crisis management, and 3) to explore the importance of credibility within marketing communications. View Details
Quelch, John A. "Rossin Greenberg Seronick & Hill, Inc. (B)." Harvard Business School Supplement 589-125, June 1989. (Revised May 1993.)
- 09 Feb 2012
- Sharpening Your Skills
Sharpening Your Skills: Online Marketing
concerned with not just reviews but all the factors that create trust with their users. Do People Watch Online Video Ads? Creating Online Ads We Want to Watch The mere fact that an online video advertisement reaches a viewer's computer... View Details
- 05 Feb 2009
- Research & Ideas
In Praise of Marketing
commercial radio and, after World War II, commercial television enabled marketers to drive home the benefits of their national brands and to announce quickly the launch of new products and services to a nationwide audience. The willingness of producers to build their... View Details
- 27 Jul 2019
- Op-Ed
Does Facebook's Business Model Threaten Our Elections?
regulation, history is likely to repeat itself. “Without a push by Facebook’s customers or more fundamental federal government regulation, history is likely to repeat itself.” After all, the ability of advertisers to get hold of personal... View Details
Keywords: by George Riedel
- 11 May 2009
- News
Research May Be Costly, but It's Critical
- 29 Apr 2013
- Research & Ideas
Diagnosing the ‘Flutie Effect’ on College Marketing
football. “I am hesitant to say schools choose to invest in athletics just because of the spillover effect into academics” "The primary form of mass media advertising by academic institutions in the United States is, arguably,... View Details
- 24 Jun 2002
- Research & Ideas
Building ’Brandtopias’—How Top Brands Tap into Society
supervision of a stressed-out boss. Holt attributes Mountain Dew's stunning success in the 1990s to PepsiCo's nimble transformation of the brand to fit these new ideological circumstances. A new advertising campaign, "Do the... View Details
Keywords: by Martha Lagace
- 01 Dec 2016
- News
Research Brief: So Many Sites, So Little Time
paper by Professor Shane Greenstein with Andre Boik of UC Davis and Jeffrey Prince of Indiana University offers surprising—and helpful—insights for advertisers or anyone else hoping to win online attention. Greenstein and his coauthors... View Details
- 11 Jun 2001
- Research & Ideas
E-Commerce Unplugged
tickets for the game. What does Soda X get out of the transaction? Revenues from Soda X products and services jointly developed with alliance partners such as Guess? and Chicago Fire, revenues from products and services that users buy through the Soda X wireless... View Details
Keywords: by Nitin Nohria & Marty Leestma
- May–June 2011
- Article
The Uninvited Brand
By: Susan Fournier and Jill Avery
Brands rushed into social media, viewing social networks, video sharing, online communities, and microblogging sites as the panacea to diminishing returns for traditional brand building routes. But, as more branding activity moves to the web, marketers are confronted... View Details
Keywords: Marketing; Brands; Brand Building; Brand Management; Digital Marketing; Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Internet and the Web; Social Media; Advertising Industry; Advertising Industry
Fournier, Susan, and Jill Avery. "The Uninvited Brand." Business Horizons 54, no. 3 (May–June 2011): 193–207.
- 26 Mar 2012
- Research & Ideas
What Neuroscience Tells Us About Consumer Desire
seatmate. Problem solved.) The campaign garnered Frito-Lay a 2009 Grand Ogilvy Award from the Advertising Research Foundation. EEG vs. fMRI Karmarkar notes that EEG and fMRI have different strengths and weaknesses, and that EEG has some... View Details
- 19 Oct 2012
- Research & Ideas
Digital Technology’s Profound Game Change for Marketers
innovative thought leaders and companies who are transforming marketing. Hosted in Boston, at the nexus of the technology and advertising industry, FutureM is a weeklong extravaganza that will bring together marketing artists and... View Details
- May 2022
- Supplement
Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign
This case reveals the events that took place after the conclusion of the case “Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign.” After reviewing Mekanism’s pitches for the Franz for Life 2.0 campaign, TWG executives felt that the proposed... View Details
Keywords: Marketing; Brands and Branding; Marketing Strategy; Digital Marketing; Social Marketing; Marketing Communications; Product Positioning; Advertising; Communication Strategy; Advertising Campaigns; Social Media; Advertising Industry; Advertising Industry; United States
Amano, Tomomichi, Elie Ofek, Mengjie Cheng, and Amy Klopfenstein. "Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign." Harvard Business School Supplement 522-059, May 2022.
- 02 Jun 2003
- Research & Ideas
Why Have Marketers Ignored America’s Man-of-Action Hero?
has been the central myth in American culture for the last twenty years. Yet only two brands that I've studied—Budweiser in the eighties and Nike in the period from 1988-1995—have tapped into this myth. Each brand used advertising to... View Details
Keywords: by Manda Salls
- 07 Dec 2011
- Research & Ideas
Are Creative People More Dishonest?
research, Gino and Ariely surveyed 99 employees across 17 departments at an American advertising agency, where some jobs—copywriting, for example—required much more creativity than others. In the anonymous survey, on a seven-point scale,... View Details
- October 1993 (Revised September 1994)
- Case
Catalina Marketing Corp.
By: David E. Bell, Walter J. Salmon and Dinny Starr
Catalina Marketing is a very successful marketing service firm. Their current customers include major supermarket retailers and consumer products manufacturers nation-wide. Catalina provides a unique way for these clients to distribute coupons for their products via... View Details
Keywords: Advertising; Information Management; Expansion; Product; Salesforce Management; Information Technology; Growth and Development Strategy; Customer Value and Value Chain; Advertising Industry
Bell, David E., Walter J. Salmon, and Dinny Starr. "Catalina Marketing Corp." Harvard Business School Case 594-026, October 1993. (Revised September 1994.)
- November 1990
- Case
Eastern Airlines: The ""Fight Back"" Campaign
By: Stephen A. Greyser and Norman Klein
- February 1974
- Case
Listerine Lozenges
Greyser, Stephen A. "Listerine Lozenges." Harvard Business School Case 574-062, February 1974.
- 16 Feb 2004
- Research & Ideas
Marketing Wine to the World
many consolidations in the past decade. Does the rapid consolidation of New World producers make profits at the cost of diversity? Should a beer company own a vineyard? A: The scope economies across the beer and wine businesses appear fairly small. Certainly, Foster's... View Details
- 02 Mar 2020
- What Do You Think?
Are Candor, Humility, and Trust Making a Comeback?
mentioning both positives and negatives of the card. The latter attracted not only customers who were more loyal and spent more money with the card, they were less likely to make late payments. In this case candor paid off, contrary to conventional thinking among some... View Details
Keywords: by James Heskett