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  • 01 Jan 2007
  • News

Sir Martin S. Sorrell, MBA 1968

into one of the world's largest advertising and marketing services organizations. With revenues of around $12 billion, it comprises some of the most famous firms in advertising, marketing, and public relations. He is now positioning WPP... View Details
  • 01 Oct 2000
  • News

Faculty Retirements

a Ph.D. (1968) in economics, finance, and accounting from the University of Chicago. Alvin J. Silk Alvin Silk, the Lincoln Filene Professor of Business Administration, Emeritus, is an expert on marketing. His recent research covers the economics of the View Details

    Cyrus H. K. Curtis

    Curtis pioneered many tactics that are hallmarks of modern magazine publishing including securing large-scale advertising revenue by building mass circulation through low subscription prices, introducing market research for target... View Details
    Keywords: Publishing & Print Media
    • Web

    Special Collections & Archives | Baker Library

    member of the NYSE. Advertising Ephemera More than 8,000 trade cards representing the full range of products and businesses advertised through this medium from the 1870s through the 1890s. Exhibits See all... View Details
    • 14 Feb 2005
    • Research & Ideas

    Desktop Search and Revenue Streams

    kinds of systems we see as being very effective, in that they're not intrusive…and the value you get back far outweighs the expense of clicks," he said. Eisenmann also asked participants if the advertising revenue model will... View Details
    Keywords: by Julie Jette

      Charles H. Steinway

      Following behind his Uncle William, Charles Steinway focused on the business side of his family’s growing piano empire. Charles introduced the company’s first modern advertising campaign and personally took control of the European... View Details
      Keywords: Fabricated Goods

        William M. Rosson

        Shunning critics, Rosson introduced two new smokeless tobacco products in the early eighties – Hawken moist snuff and Levi Garrett shredded tobacco. Through targeted advertising and promotions, these products went on to capture 25% of the... View Details
        Keywords: Food & Tobacco
        • January 2009
        • Teaching Note

        Obama versus Clinton: The YouTube Primary (TN)

        By: John A. Deighton and Leora Kornfeld
        Teaching Note for [509032]. View Details
        Keywords: Internet and the Web; Media; Political Elections; Advertising Campaigns
        Related
        • September 1992 (Revised October 1995)
        • Case

        Exxon: Communications After Valdez

        By: Stephen A. Greyser and Nancy Langford
        Focuses on the communications in the period immediately following the March 24, 1989 Alaska oil spill caused by the Exxon Valdez. Includes the text of Exxon Chairman Rawl's "open letter" in an April 3 newspaper advertisment. Addresses the timing and content of... View Details
        Keywords: Advertising; Communication; Crisis Management; Marketing Communications
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          Philip K. Wrigley

          halted production, he continued his father’s trend of quirky advertising schemes, allowing the gum to rise to extreme levels of popularity in the post-war years. View Details
          Keywords: Food & Tobacco

            Adolphus W. Green

            Green was instrumental in organizing over 40 Midwestern bakeries to form the National Biscuit Company in 1898, which became the basis for the present day Nabisco. When Green organized the firm, its only product was a cracker, the Uneeda biscuit. Green introduced new... View Details
            Keywords: Food & Tobacco
            • 2015
            • Book

            Strong Brands, Strong Relationships

            By: Susan Fournier, Michael Breazeale and Jill Avery
            From the editorial team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of... View Details
            Keywords: Brand Building; Brand Management; CRM; Marketing; Brands and Branding; Marketing Communications; Advertising; Customer Relationship Management; Customer Focus and Relationships; Advertising Industry; Advertising Industry; Advertising Industry
            Related
            • August 2020 (Revised January 2021)
            • Supplement

            Facelift at Olay (B)

            By: Sunil Gupta, Rajiv Lal and Olivia Hull
            This supplement to Facelift at Olay (A) explains the major steps Procter & Gamble’s skincare brand Olay took to reverse several years of declining sales. View Details
            Keywords: Advertising; Advertising Campaigns; Demographics; Age; Brands and Branding; Marketing Channels; Competitive Strategy; Competitive Advantage; Digital Marketing; Transformation; Marketing Strategy; Social Marketing; Beauty and Cosmetics Industry; United States; Ohio
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              Richard J. Reynolds

              increased their popularity by giving them away to World War I soldiers, one of the many advertising schemes that grew Camel into one of the most popular cigarette brands. View Details
              Keywords: Food & Tobacco

                Helen R. Reid

                Working at the newspaper since 1918, Reid was instrumental in expanding the Tribune’s advertising revenue, circulation, and editorial content. She played a major role in promoting women within the organization, and by the forties, the... View Details
                Keywords: Publishing & Print Media
                • 08 Dec 2009
                • First Look

                First Look: Dec. 8

                Online Advertising Authors: Benjamin Edelman Publication: HBR Now, HBR Voices (December 2009) Abstract The Internet is sold to advertisers as a highly measurable medium that is the most efficient way to... View Details
                Keywords: Martha Lagace
                • January 1989 (Revised December 1991)
                • Case

                British Airways: ""Go for It, America!"" Promotion (A)

                By: Stephen A. Greyser
                Senior marketing executives of a major international airline are deciding on a strategy to address a crisis situation precipitated by a series of terrorist acts. The company is experiencing the worst downturn ever in its U.S.-U.K. travel business due to media reports... View Details
                Keywords: Advertising Campaigns; Crime and Corruption; Crisis Management; Management Teams; Time Management; Marketing Strategy; Perception; Value Creation; Travel Industry; United Kingdom; United States
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                • May 2020 (Revised July 2020)
                • Teaching Note

                Brand Activism: Nike and Colin Kaepernick

                By: Jill Avery and Koen Pauwels
                Teaching Note for HBS Case No. 519-046. Nike’s selection of politically polarizing Colin Kaepernick as the spokesperson for the thirtieth anniversary of its iconic “Just Do It” campaign catapulted the brand into the media spotlight and made it a political flashpoint... View Details
                Keywords: Marketing; Brands and Branding; Advertising; Advertising Campaigns; Marketing Strategy; Marketing Communications; Corporate Social Responsibility and Impact; Consumer Products Industry; Sports Industry; United States; North America
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                  Howard L. Clark

                  advertising campaign “Do you know me?” and later, “Don’t leave home without it.” By the time Clark retired in 1977, the company had grown to include over 650 offices in more than 100 countries, with over 8 million cardholders. View Details
                  Keywords: Finance

                    Eldridge R. Johnson

                    Johnson became a leader in the phonograph industry by introducing a number of technical innovations. He established a strong reputation for quality music and implemented an extremely effective advertising program, which ensured his... View Details
                    Keywords: Fabricated Goods