Marketing And Society - Publications - Faculty & Research

This paper analyzes changes in concentration levels in the U.S. Advertising and Marketing Services (A&MS) industry using publicly released data that have been largely ignored in past discussions of the industrial organization of this industry, namely those available... View Details

Keywords: Advertising; Mergers and Acquisitions; Revenue; Analytics and Data Science; Surveys; Marketing; Measurement and Metrics; Rank and Position; Competition; Advertising Industry; Service Industry; United States

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February 2012
Supplement

The Market for Energy: Scale, Cost, Security, and the Environment (B)

By: Joseph L. Bower and Michael Norris

Keywords: Energy; Markets

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03 Mar 2008
Research & Ideas

Marketing Your Way Through a Recession

weakening both consumer confidence and the consumer spending—much of it on credit—that has been buoying the U.S. economy. Companies should bear eight factors in mind when making their marketing plans for... View Details

Keywords: by John Quelch

April 19, 2018
Article

4 Ways to Improve Your Content Marketing

By: Frank V. Cespedes and Russ Heddleston

In the past decade, content marketing has become a widely established practice. Companies have hired writers and chief content officers to run departments as well as create blogs and other materials—in the process, some have assured sales people that content marketing... View Details

Keywords: Marketing; Marketing Communications; Sales; Performance Improvement

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November 2013 (Revised June 2014)
Case

E-Cigarettes: Marketing Versus Public Health

By: John A. Quelch and Margaret L. Rodriguez

Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance... View Details

Keywords: Public Health; Tobacco; Smoking; Cigarettes; Electronic Cigarettes; Cancer; Lung; Lorillard; Philip Morris; Safety; Technological Innovation; Conflict of Interests; Market Entry and Exit; Marketing; Health; Advertising; Consumer Products Industry; Health Industry

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May 1994
Background Note

Managing Market Complexity: A Three-Ring Circus

By: V. Kasturi Rangan

Proposes models of organization that address the various product-market environments posed by the product life cycle. Frames these changes along the two dimensions of uncertainty and diversity. Offers three sets of organizational characteristics to reflect the three... View Details

Keywords: Business Processes; Growth and Development Strategy; Complexity; Organizational Structure; Organizational Culture; Product Marketing; Markets; Product

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May 2025
Teaching Note

Liz Truss and the Thatcher Legacy: Markets and Fiscal Dominance in the United Kingdom

By: Rafael Di Tella

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February 1978
Background Note

Comparison and Critical Examination of the PIMS and BCG Approaches to Strategic Marketing Planning

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1998
Other Unpublished Work

Information Needs of Analysts and Investors in the French Capital Markets

By: Robert G. Eccles Jr. and Patrick Frotiee

Keywords: Capital Markets; Information; France

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1999
Article

Culture, Customers, and Contemporary Communism: Vietnamese Marketing Management Under Doi Moi

By: Rohit Deshpandé and J. U. Farley

Keywords: Economic Systems; Customers; Marketing; Management; Viet Nam

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February 2002
Background Note

Note on Commercial Real Estate Financial Market

By: Arthur I Segel and Melissa Yin-Yin Lam

Discusses the recent history of the commercial real estate financial market (pre-1990s-2001). Looks at the shift to more conventional capital markets for commercial real estate debt. View Details

Keywords: History; Capital Markets; Financial Markets; Borrowing and Debt; Real Estate Industry

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2022
Book

Purpose + Profit: How Business Can Lift Up the World

By: George Serafeim

The roadmap and best practices to reap the enormous value that can emerge when your business prioritizes social and environmental goals—such as climate change, diversity and inclusion, and sustainability—right alongside the pursuit of profit.

We not only... View Details

Keywords: ESG (Environmental, Social, Governance) Performance; Profitability; Business And Society; Organizations; Mission and Purpose; Goals and Objectives; Social Issues; Environmental Sustainability; Value Creation; Organizational Change and Adaptation

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February 2002 (Revised February 2006)
Case

Volvo Trucks (A): Penetrating the U.S. Market

By: Michael E. Porter and Orjan Solvell

Volvo Trucks has worked on a global strategy for several decades. Beginning in the mid-1970s, the company decided to enter the largest market for trucks: the United States. Over time, the company has struggled to get a significant share of the U.S. market and at the... View Details

Keywords: Market Entry and Exit; Competitive Strategy; Five Forces Framework; Truck Transportation; Global Strategy; Globalized Markets and Industries; Manufacturing Industry; Retail Industry; United States; Europe

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economies, including issues of corporate reputation and responsibility in business. Right now I’m working on business involvement in education CSR initiatives, using the unique dataset from the Business History Initiative’s Creating... View Details