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- News (26)
- Research (332)
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- Faculty Publications (306)
Show Results For
- All HBS Web
(378)
- News (26)
- Research (332)
- Multimedia (2)
- Faculty Publications (306)
- January–April 1996
- Article
Implementing Marketing Strategy
By: Frank V. Cespedes
Cespedes, Frank V. "Implementing Marketing Strategy." Journal of Marketing Management 12, nos. 1-3 (January–April 1996): 135–160.
- 1991
- Chapter
Aspects of Sales Management: Key Themes
By: Frank V. Cespedes
Cespedes, Frank V. "Aspects of Sales Management: Key Themes." In Strategic Marketing Management, by R. J. Dolan. Boston: Harvard Business School Press, 1991.
- Article
Formulating Channel Strategy in a Rapidly Changing Market: A Case Study and Recommendations
By: Frank V. Cespedes
Cespedes, Frank V. "Formulating Channel Strategy in a Rapidly Changing Market: A Case Study and Recommendations." Journal of Managerial Issues 4, no. 4 (Winter 1992): 17–26.
- fall 1988
- Article
Channel Management is General Management
By: Frank V. Cespedes
Keywords: Management
Cespedes, Frank V. "Channel Management is General Management." California Management Review 31, no. 1 (fall 1988): 98–120.
- 1991
- Book
Organizing and Implementing the Marketing Effort
By: Frank V. Cespedes
Keywords: Marketing
Cespedes, Frank V. Organizing and Implementing the Marketing Effort. Reading, MA: Addison-Wesley Publishing Company, 1991.
- February 1995 (Revised March 1995)
- Teaching Note
Astra/Merck Group TN
By: Frank V. Cespedes
Teaching Note for (9-594-045). View Details
Keywords: Pharmaceutical Industry
- September 1994
- Teaching Note
Packaged Products Company: Handy-Pak Introduction (TN)
By: Frank V. Cespedes
Teaching Note for (9-593-057). View Details
- August 1994
- Teaching Note
Hewlett-Packard Imaging Systems Division: Sonos 100 C/F Introduction TN
By: Frank V. Cespedes
Teaching Note for (9-593-080). View Details
- October 1993 (Revised February 1995)
- Case
MCI Vision (A) (Condensed)
By: Frank V. Cespedes
Concerns the development, introduction, and first-year sales performance of Vision, a telecommunications service aimed at small- and medium-sized businesses. Introduced in 1990, Vision surpassed goals in that year, but was significantly below target in the first... View Details
Keywords: Change Management; Cost vs Benefits; Decision Choices and Conditions; Goals and Objectives; Management Analysis, Tools, and Techniques; Marketing Strategy; Product; Sales; Competitive Strategy; Valuation
Cespedes, Frank V. "MCI Vision (A) (Condensed)." Harvard Business School Case 594-057, October 1993. (Revised February 1995.)
- April 1993
- Teaching Note
Becton Dickinson Division: Marketing Organization TN
By: Frank V. Cespedes
Teaching Note for (9-593-070). View Details
- February 1992 (Revised December 1992)
- Case
MCI Vision (A)
By: Frank V. Cespedes
This case series focuses on divisional marketing and sales efforts concerning Vision, a new telecommunication product intended for the small business marketplace. Vision represents both a significant opportunity, and different field marketing requirements, for MCI.... View Details
Keywords: Change Management; Marketing Strategy; Product Launch; Product Development; Groups and Teams; Sales; Opportunities; Competitive Strategy
Cespedes, Frank V. "MCI Vision (A)." Harvard Business School Case 592-083, February 1992. (Revised December 1992.)
- January 1992
- Case
IBM: Assistant General Manager of Marketing (B)
By: Frank V. Cespedes
Cespedes, Frank V. "IBM: Assistant General Manager of Marketing (B)." Harvard Business School Case 592-067, January 1992.
- March 1991
- Teaching Note
Pepsi-Cola Fountain Beverage Division: Tea Breeze, Teaching Note
By: Frank V. Cespedes
Keywords: Food and Beverage Industry
- February 1991
- Teaching Note
Frito-Lay, Inc. (A), Teaching Note
By: Frank V. Cespedes
Keywords: Food and Beverage Industry
- January 1991
- Teaching Note
Honeywell, Inc.: International Organization for Commercial Avionics (A) and (B), Teaching Note
By: Frank V. Cespedes
- September 1990
- Teaching Note
Cooper Pharmaceuticals, Inc., Teaching Note
By: Frank V. Cespedes
Teaching Note for (9-590-111). View Details
- October 1989 (Revised November 2006)
- Background Note
Channel Management
By: Frank V. Cespedes
Written as an introduction to a module concerning channel management for the second-year MBA elective in Marketing Implementation. Discusses: 1) reasons for the growth of multichannel systems in marketing efforts, 2) key components and choices in channel management, 3)... View Details
Keywords: Marketing Channels
Cespedes, Frank V. "Channel Management." Harvard Business School Background Note 590-045, October 1989. (Revised November 2006.)
- October 1989
- Background Note
Organizing and Implementing the Marketing Effort: Course Overview
By: Frank V. Cespedes
Keywords: Marketing
Cespedes, Frank V. "Organizing and Implementing the Marketing Effort: Course Overview." Harvard Business School Background Note 590-041, October 1989.
- November 1988
- Teaching Note
IBM Marketing Organization (A) and (B), Teaching Note
By: Frank V. Cespedes
Keywords: Marketing