Publications

01 Oct 2018
News

Advancing Opportunities for Others

the whisper network, meaning we just put it out in our own networks. We didn't advertise on the web. We didn't advertise on TV. We just told people this is what we're doing. In two weeks, we had 100... View Details

Keywords: Finance

17 Feb 2011
News

Field Report: Rwanda

a private media company and Karisimbi client. The group worked with Tele-10 to identify ways to improve its advertising sales process for radio advertising and to help improve customer service for its... View Details

Keywords: Julia Hanna; Colleges, Universities, and Professional Schools; Educational Services; Religious, Grantmaking, Civic, Professional, and Similar Organizations; Personal Services

01 Jun 2002
News

History Matters

marketing strategist in the wake of a softening economy, shrinking advertising budgets, and eroding consumer confidence, in addition to the aftershocks of September 11. “In this volatile environment, marketers and CEOs realize with new... View Details

Samuel C. Johnson II

Taking the helm of the family business in 1966, Johnson began a diversification plan to lessen the company’s exposure to the introduction of “no-wax” floors. He aggressively moved the company into the personal care field and developed a new line of recreational... View Details

Keywords: Personal Care & Home Products

November 1991 (Revised October 1993)
Supplement

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

By: Stephen A. Greyser

Provides details on the results of the campaign for British Airways (BA) in terms of expenditure by BA, press coverage, effect on bookings, and effect on overall market share. View Details

Keywords: Advertising Campaigns; Cost Management; Information Publishing; Marketing Strategy; Market Participation; Aerospace Industry

Through his advertising efforts, Gray was able to return Camel to its position as the best selling cigarette brand. In 1939, Gray greatly improved R. J. Reynolds’ leaf operations by installing vacuum conditioners, which eliminated the use... View Details

Keywords: Food & Tobacco

01 Dec 2012
News

Tidy Minds

In a wide-ranging Q&A in the "Global Manager" column of the New York Times (September 2, 2012), Sir Martin Sorrell (MBA 1968), chief executive of the WPP Group, the world's largest advertising and marketing firm, had some thoughts on... View Details

Keywords: Advertising, Public Relations, and Related Services; Professional Services

Rose M. Knox

Knox built the largest gelatin distribution company in the U.S. After her husband’s death, Knox directed advertising to women, published recipes and financed constant research on gelatin usage. Through diversification efforts, Knox... View Details

Keywords: Food & Tobacco

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

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

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

12 May 2015
Blog Post

Just Starting to Recruit?

club-sponsored events, and more. 5) Partner with a Club - Organizations can reach targeted groups of students by connecting with relevant career-related student clubs. Work with club leaders to sponsor events, advertise job opportunities,... View Details

Keywords: All Industries

King C. Gillette

Gillette invented the safety razor, creating a new U.S. industry. In 1903, Gillette sold 51 of his razors and 168 blades. He increased these numbers dramatically so that by the end of the next year, he had sold 90,000 razors and 12.4 million blades. Gillette grew his... View Details

Keywords: Personal Care & Home Products

26 Feb 2013
First Look

First Look: Feb. 26

Advertising Authors:Kireyev, Pavel, Koen Pauwels, and Sunil Gupta Abstract As firms increasingly rely on online media to acquire consumers, marketing managers feel comfortable justifying higher online marketing spending by referring to... View Details

Keywords: Sean Silverthorne

28 Nov 2007
Research & Ideas

B2B Branding: Does it Work?

ingredient brand. It makes zero sales to end consumers, yet Intel built a consumer demand pull for its chips that required every PC manufacturer to incorporate them and to advertise Intel Inside on their products and in their ads. Other... View Details

Keywords: by John Quelch; Consumer Products

01 Jun 1997
News

Carla Small

the internal whispers telling her that her real love centered on children and families, however, she moved to Chicago and began a promising career as an advertising executive at Leo Burnett, Inc. "It was a great experience," Small says,... View Details

Keywords: Linda Goodspeed

Portrait Project

Jessica Decklinger

for commanding attention in just about any room. She never apologized for raising three kids on her own, or for becoming a successful advertising executive. She never apologized for teaching us to feel thankful. She never apologized for... View Details

November 1983 (Revised May 1990)
Case

Procter & Gamble Co. (B)

By: John A. Quelch

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