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Show Results For
- All HBS Web
(1,930)
- News (346)
- Research (1,274)
- Events (10)
- Multimedia (26)
- Faculty Publications (854)
- 05 May 2003
- What Do You Think?
Is This a Golden Era for Marketing Productivity?
Summing Up Questions raised in this month's column about the possibility of an era of marketing productivity based on innovative research techniques evoked a number of skeptical comments. However, in defense of such techniques, B. V. Krishnamurthy pointed out that... View Details
Keywords: by James Heskett
- 1978
- Article
Optimal Advertising: An Intra-Industry Approach
- Video
Dr. R.S. Sodhi
Dr. R.S. Sodhi, former Managing Director of GCMMF (Amul), relates the history of the Amul name and traces the origins of "Amul butter girl" - one of the world's longest running ad campaigns. View Details
- 13 May 2022
- News
When Keyword Poaching Pays Off
- 18 Nov 2019
- Video
Adi Godrej
Adi Godrej, Chair of the India-based consumer products Godrej Group, describes the difficulties... View Details
- 02 May 2016
- Research & Ideas
Why People Don’t Vote--and How a Good Ground Game Helps
Democracy has a dirty little secret. Despite the fever pitch over presidential primaries this year, the truth is there are few people actually voting. Before the most recent round of voting, only some 11 percent of eligible Democrats voted in the primaries, and the... View Details
- August 1990
- Case
General Foods Corp.: Adapting to the New Electronic Media
Greyser, Stephen A. "General Foods Corp.: Adapting to the New Electronic Media." Harvard Business School Case 591-024, August 1990.
- December 1978 (Revised March 1992)
- Case
Archdiocese of New York
By: Stephen A. Greyser and John A. Quelch
A print media campaign to improve attitudes toward the Catholic priesthood and to indirectly increase vocations is evaluated through a comparison of pretest and post-test data. View Details
Keywords: Advertising Campaigns; Measurement and Metrics; Media; Public Opinion; Valuation; Media and Broadcasting Industry; New York (state, US)
Greyser, Stephen A., and John A. Quelch. "Archdiocese of New York." Harvard Business School Case 579-123, December 1978. (Revised March 1992.)
- 12 PM – 1 PM EDT, 25 Apr 2017
- Webinars: Trending@HBS
A Recipe for Digital Disruption
In recent years, a new wave of digital disruption has been taking over the Internet. In this talk, Associate Professor Teixeira will show how a variety of firms, both incumbents and startups, are using digital technologies to break the bonds between activities that... View Details
- September 2015 (Revised February 2020)
- Case
Managing Consumer Touchpoints at Nissan Japan
By: Thales Teixeira, Nobuo Sato and Akiko Kanno
In 2015, Nissan was third place in the Japanese auto market, behind Toyota and Honda. The challenge of increasing market share was that 80% of car shoppers who were non-Nissan owners did not consider Nissan during their purchase process. This process involved three... View Details
Keywords: Nissan; Automobiles; Cars; Touch Points; Digital Marketing; Internet and the Web; Marketing Channels; Advertising; Auto Industry; Japan
Teixeira, Thales, Nobuo Sato, and Akiko Kanno. "Managing Consumer Touchpoints at Nissan Japan." Harvard Business School Case 516-035, September 2015. (Revised February 2020.)
- February 2012 (Revised August 2013)
- Case
What's the Deal with LivingSocial?
By: Michael I. Norton, Luc Wathieu, Betsy Page Sigman and Marco Bertini
Tim O'Shaughnessy, the 29-year-old CEO of LivingSocial, is growing a revolutionary worldwide business of "daily deals"—in which retailers offer a heavily-discounted product or service available for purchase for brief (often 24-hour) windows. The case explores the... View Details
Keywords: Marketing; Innovation and Invention; Advertising; Brands and Branding; Management; Web Services Industry
Norton, Michael I., Luc Wathieu, Betsy Page Sigman, and Marco Bertini. "What's the Deal with LivingSocial?" Harvard Business School Case 512-065, February 2012. (Revised August 2013.)
- October 1982 (Revised August 1999)
- Case
Johnson Wax: Enhance (A)
Johnson Wax has produced a new hair conditioner for problem hair. Before committing themselves to test market, they analyze the new product using a field based, pretest-market procedure called ASSESSOR. The testing reveals product positioning, advertising, and... View Details
Keywords: Product Positioning; Analysis; Marketing Communications; Advertising; Beauty and Cosmetics Industry
Clarke, Darral G. "Johnson Wax: Enhance (A)." Harvard Business School Case 583-046, October 1982. (Revised August 1999.)
- 01 Mar 2016
- News
The People’s Pods
on the promise of podcast advertising JA: Another way of thinking about it is distribution. Distribution used to be so, so important to get content out there. And increasingly, that’s not so, because the Internet is “disintermediating”... View Details
Keywords: Dan Morrell
Jane Trahey
Trahey was one of the first women to own and manage a major advertising agency in the United States. A prolific copywriter and author, Trahey is credited with the inspiration for the long-running “What becomes a legend most?” campaign for... View Details
Keywords: Services
- 01 Jun 2007
- News
Uncorked
After graduating from HBS, Sue McClelland (HRPBA ’60) faced an unappealing job market. Back then, women were only truly welcomed as teachers, nurses, or secretaries, and “I didn’t want to do any of those,” McClelland told the Modesto Bee (January 14, 2007). So she... View Details
- 14 Sep 2007
- Research & Ideas
How to Profit from Scarcity
Harvard Business School professor John Quelch writes a blog on marketing issues, called Marketing Know: How, for Harvard Business Online. It is reprinted on HBS Working Knowledge.Marketers are trained to match supply to demand. Everything that consumers need should be... View Details
Barbara G. Proctor
Proctor launched the first adverting agency owned and managed by an African-American woman in 1970. She gained a strong reputation for integrity by refusing to accept assignments for objectionable products and advertising that demeaned... View Details
Keywords: Services
- 28 Jan 2015
- Research & Ideas
Ground Game, Air Wars, and Other Marketing Lessons From Presidential Elections
New research from Harvard Business School shows that mass advertising is better at swaying undecided consumers while face-to-face personal selling is more suited at closing the deal for those already leaning toward a particular product.... View Details
Keywords: by Dina Gerdeman
- 15 Mar 2021
- Office Hours
Readers Ask: What's the Next 'Big Thing' in Finance?
strongly lean toward those. Question: How important is advertising for big companies? Cohen: Advertising is a lifeblood for corporations, even though how they’re doing it changes over time. They used to use... View Details