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Show Results For
- All HBS Web
(18,413)
- People (25)
- News (3,472)
- Research (12,648)
- Events (105)
- Multimedia (290)
- Faculty Publications (10,557)
- June 1984 (Revised April 1992)
- Background Note
The Marketing Mix
Reviews important concepts related to the marketing mix, and summarizes key relationships within the mix and between the mix and other parts of the company's marketing approach. View Details
Keywords: Marketing
Shapiro, Benson P. "The Marketing Mix." Harvard Business School Background Note 584-125, June 1984. (Revised April 1992.)
- 2020
- Working Paper
Sex Selection and the Indian Marriage Market
I consider the widespread phenomenon of sex ratios skewed by parental preference. Edlund (1999) proposes that if parents prefer sons and permit only women to marry up in social class, sexes will segregate by wealth in equilibrium. Using data on 30,000 Indian children,... View Details
Keywords: Sex Selection; Marriage Market; Bargaining Power; Gender; Information Technology; Household; Outcome or Result; India
Hussam, Reshmaan N. "Sex Selection and the Indian Marriage Market." Harvard Business School Working Paper, No. 18-029, September 2017. (Revised October 2020.)
- February 2018
- Article
Financial Disclosure and Market Transparency with Costly Information Processing
By: Marco Di Maggio and Marco Pagano
We study a model where some investors (“hedgers”) are bad at information processing, while others (“speculators”) have superior information-processing ability and trade purely to exploit it. The disclosure of financial information induces a trade externality: if... View Details
Keywords: Financial Disclosure; Information Processing; Liquidity; Market Transparency; Rational Inattention; Information; Financial Liquidity; Knowledge Use and Leverage; Corporate Disclosure; Financial Markets; Investment
Di Maggio, Marco, and Marco Pagano. "Financial Disclosure and Market Transparency with Costly Information Processing." Review of Finance 22, no. 1 (February 2018): 117–153.
- July 1993
- Supplement
Ethics in Marketing
By: John A. Quelch
Compilation of commercials for six marketing case studies included in the book Ethics in Marketing by N. Smith and J.A. Quelch, published by Richard D. Irwin, Homewood, IL. View Details
Quelch, John A. "Ethics in Marketing." Harvard Business School Video Supplement 593-512, July 1993.
- summer 1993
- Article
Market Research and Marketing Dialects
Cespedes, Frank V. "Market Research and Marketing Dialects." Marketing Research 10 (summer 1993): 26–34.
- May 2015 (Revised May 2017)
- Case
Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste
By: John A. Quelch and Margaret L. Rodriguez
In October 2013, Colgate-Palmolive Company, the world's leading oral care company, was about to launch its new Colgate® Maximum Cavity Protection™ plus Sugar Acid Neutralizer™ toothpaste in Brazil. Oral care category accounted for 46 percent of Colgate's $17.4 billion... View Details
Keywords: New Product Management; Consumer Segmentation; Global Marketing; Corporate Social Responsibility; Healthcare; Sustainability; Health Care and Treatment; Environmental Sustainability; Marketing; Segmentation; Product Development; Product Launch; Corporate Social Responsibility and Impact; Product Positioning; Consumer Products Industry; Brazil; United States
Quelch, John A., and Margaret L. Rodriguez. "Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste." Harvard Business School Case 515-050, May 2015. (Revised May 2017.)
- 12 Mar 2008
- Working Paper Summaries
Allocating Marketing Resources
Keywords: by Sunil Gupta & Thomas J. Steenburgh
- April 2020 (Revised June 2022)
- Technical Note
Quantitative Analysis in Marketing
By: Sunil Gupta
Marketing is a combination of art and science that requires both qualitative and quantitative analysis to arrive at effective decisions. This note highlights how quantitative analysis can help in the following marketing decisions: estimating market size, determining... View Details
Gupta, Sunil. "Quantitative Analysis in Marketing." Harvard Business School Technical Note 520-091, April 2020. (Revised June 2022.)
- Web
Marketing - Doctoral
Marketing The doctoral program in Marketing draws on a variety of underlying disciplines to research important marketing management problems centered on the immediate and... View Details
- February 2007
- Tutorial
Measuring Marketing Performance
By: John A. Quelch
In many organizations, marketing exists far from the executive suite and the boardroom. This tutorial instructs students how to improve the link between high level corporate strategy and the marketing function. First, students are exposed to three companies in which... View Details
- September 2008 (Revised October 2009)
- Background Note
The Carbon Market
By: Andre F. Perold, Forest L. Reinhardt and Mikell Hyman
The carbon market has emerged in response to concerns about global climate change. This note characterizes the market in 2008, describing each segment and how it operates. View Details
Perold, Andre F., Forest L. Reinhardt, and Mikell Hyman. "The Carbon Market." Harvard Business School Background Note 209-064, September 2008. (Revised October 2009.)
- 2008
- Working Paper
Allocating Marketing Resources
By: Sunil Gupta and Thomas J. Steenburgh
Marketing is essential for the organic growth of a company. Not surprisingly, firms spend billions of dollars on marketing. Given these large investments, marketing managers have the responsibility to optimally allocate these resources and demonstrate that these... View Details
Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods
Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." Harvard Business School Working Paper, No. 08-069, February 2008.
- October 1997 (Revised November 2000)
- Background Note
Note on Marketing Strategy
By: Robert J. Dolan
Describes the major elements of marketing strategy: the decisions to be made and the underlying analysis to support that decision making. View Details
Keywords: Marketing Strategy
Dolan, Robert J. "Note on Marketing Strategy." Harvard Business School Background Note 598-061, October 1997. (Revised November 2000.)
- 2019
- Chapter
Product Market Strategy
By: Anoop Menon and Dennis Yao
Product market strategy is the collection of choices, actions and activities of a firm that determines how it positions itself in its product markets, and allows it to achieve and maintain a COMPETITIVE ADVANTAGE. This article examines product market strategy from the... View Details
Menon, Anoop, and Dennis Yao. "Product Market Strategy." In The Palgrave Encyclopedia of Strategic Management. Continuously updated edition, edited by Mie Augier and David J. Teece. Palgrave Macmillan, 2017. Electronic. (Pre-published, October 2013.)
- December 2000
- Background Note
Online Market Makers
By: Thomas R. Eisenmann and Chris Hackett
Describes the business model for online market makers, firms that use the Internet to organize a marketplace, providing participants with a virtual "place" to trade, rules to govern their exchanges, and infrastructure to support trading. First it proposes a definition... View Details
Eisenmann, Thomas R., and Chris Hackett. "Online Market Makers." Harvard Business School Background Note 801-308, December 2000.
- Web
New Markets
In today's business environment, every organization faces pressure to deliver sustained growth and profitability. Yet technological advances shorten product life cycles, business models change, and unanticipated competition surfaces from outside the sector. Drive... View Details
- 2022
- Working Paper
Markups to Financial Intermediation in Foreign Exchange Markets
By: Jonathan Wallen
On average from 2013 to 2020, foreign asset managers in net sold forward 1.1 trillion U.S. dollars. This forward sale of dollars hedges the currency mismatch of foreign investment in U.S. dollar assets. By accommodating this demand, U.S. and European banks earn an... View Details
Keywords: Foreign Exchange; Financial Intermediation; Arbitrage; Market Power; Regulations; Currency; Assets; Interest Rates; Banking Industry
Wallen, Jonathan. "Markups to Financial Intermediation in Foreign Exchange Markets." Working Paper, March 2022.
- 2008
- Chapter
Allocating Marketing Resources
By: Sunil Gupta and Thomas J. Steenburgh
Companies spend billions of dollars on marketing every year because it is essential to organic growth. Given these large investments, marketing managers have the responsibility to optimally allocate resources and to demonstrate that their investments generate... View Details
Keywords: Investment Return; Resource Allocation; Marketing; Demand and Consumers; Mathematical Methods
Gupta, Sunil, and Thomas J. Steenburgh. "Allocating Marketing Resources." In Marketing Mix Decisions: New Perspectives and Practices, edited by Roger A. Kerin and Rob O'Regan. Chicago, IL: American Marketing Association, 2008.
- 2023
- Chapter
Marketing Through the Machine’s Eyes: Image Analytics and Interpretability
By: Shunyuan Zhang, Flora Feng and Kannan Srinivasan
he growth of social media and the sharing economy is generating abundant unstructured image and video data. Computer vision techniques can derive rich insights from unstructured data and can inform recommendations for increasing profits and consumer utility—if only the... View Details
Zhang, Shunyuan, Flora Feng, and Kannan Srinivasan. "Marketing Through the Machine’s Eyes: Image Analytics and Interpretability." Chap. 8 in Artificial Intelligence in Marketing. 20, edited by Naresh K. Malhotra, K. Sudhir, and Olivier Toubia, 217–238. Review of Marketing Research. Emerald Publishing Limited, 2023.