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    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

      Earl G. Graves

      of the black community of the need for such a publication, Grave eventually garnered the support of over 100,000 leaders and organizations. By 1992, the magazine had national recognition–including advertising support from many Fortune 500... View Details
      Keywords: Publishing & Print Media

        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
          • 31 May 2013
          • News

          Seeing the Light

          EVANS: A second career emerges from a lifelong avocation. Photo courtesy of Chip Evans For decades, Chip Evans (MBA 1973) was a Mad Man in Manhattan, doing account work for major Fortune 500 clients at iconic advertising agencies such as... View Details
          Keywords: painting; Arts, Entertainment
          • 01 Jun 2009
          • News

          Martin V. Marshall Remembered

          retired from the active faculty in 1993, was a marketing and advertising expert whose practice-oriented approach to teaching and course development left a lasting impact on countless Harvard MBA students and business leaders. “Marty was a... View Details
          Keywords: obiturary; Colleges, Universities, and Professional Schools; Educational Services
          • 01 Dec 2015
          • News

          Snapping Up Voters

          Saliterman—a 33-year-old veteran of the Bush White House and Republican National Committee—promoted new tools that permitted campaigns to run ads for a select group of voters before YouTube videos. After moving to launch Snapchat’s first political View Details
          Keywords: Sasha Issenberg
          • 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
          • 16 Jun 2003
          • Research & Ideas

          Researchers Contribute Globalization of Markets Papers

          Cost Economies in the Global Advertising and Marketing Services Business Levitt's work sparked debate on the merits of standardized versus localized advertising campaigns. But what are the economics of firms... View Details
          Keywords: by Working Knowledge editors
          • 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
          Related
          • 01 Mar 2010
          • News

          Milestone for HBS Alumna

          member of the HAA board since 1995. Alvarez-Bjelland emigrated with her family from Cuba to Miami in 1962 and has lived for the past 25 years in Norway, home to her husband, Christian Bjelland (MBA ’78). She has worked in marketing and View Details
          Keywords: Colleges, Universities, and Professional Schools; Educational Services
          • March 1996 (Revised February 1999)
          • Case

          Vistakon: 1 Day Acuvue Disposable Contact Lenses

          By: Alvin J. Silk, Bruce Issacson and Marie Bell
          Vistakon, an independent and entrepreneurial subsidiary of Johnson & Johnson, pioneered the production and marketing of disposable contact lenses with the 1987 launch of Acuvue, the first disposable extended-wear lens--a soft contact lens that patients wear for a... View Details
          Keywords: Advertising Campaigns; Business Subsidiaries; Business Startups; Corporate Entrepreneurship; Price; Risk Management; Marketing; Product Positioning; Production; Performance Effectiveness; Consumer Products Industry; United States
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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

                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

                    Jerry Yang

                    money in 1995, Yang and Filo launched the search engine, Yahoo! By including advertising on their site (one of the first to do so) and by structuring deals with Netscape Navigator and others, Yahoo has been able to profitably grow... View Details
                    Keywords: Computers & Electronics
                    • Web

                    Collection Areas | Baker Library

                    Baker Library include photographs, lithographs, engravings, and advertising trade cards and posters. Historic Industry & Trade Literature The historic industry and trade literature is a resource integral to tracing the development and... View Details
                    • Career Coach

                    Matt Spielman

                    Matt helped grow IAG Research, which became the arbiter of advertising effectiveness. IAG was acquired by Nielsen.   Matt holds a B.A. in Economics from Columbia College and an M.B.A. from HBS. He earned his Executive Coaching... View Details
                    Keywords: Consumer Products; Entertainment / Media; Entrepreneurship; Financial Services (All); Investment Banking; Financial Services (All); Investment Management; Financial Services (All); Sports; Technology; Venture Capital; Financial Services (All)
                    • 01 Dec 2010
                    • News

                    New Orleans Resonance

                    annual improvements of between 11 and 39 percent, earning the school widespread acclaim. London’s Sunday Telegraph (September 12, 2010) declared NOCP “part of the boldest experiment in education reform seen in the United States, and one with obvious resonance in... View Details
                    Keywords: charter schools