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Publications

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  • All HBS Web  (120,070)
    • Faculty Publications  (131)

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    • All HBS Web  (120,070)
      • Faculty Publications  (131)

      Marketing CommunicationsRemove Marketing Communications →

      ← Page 7 of 131 Results
      • June 1993 (Revised December 1995)
      • Case

      Frito-Lay, Inc.: The Navigator Project (A)

      By: Lynda M. Applegate, Richard O. Mason and Melinda Conrad
      Provides an overview of the company's recent organizational changes followed by a discussion of the company's new sales promotion software, "Promotion Planner." The president of Frito-Lay's central division must decide how he should proceed with the rollout of this new... View Details
      Keywords: Information Technology; Technology Adoption; Organizational Change and Adaptation; Trends; Innovation Strategy; Marketing Communications; Decision Choices and Conditions; Food and Beverage Industry; Manufacturing Industry
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      Applegate, Lynda M., Richard O. Mason, and Melinda Conrad. "Frito-Lay, Inc.: The Navigator Project (A)." Harvard Business School Case 193-025, June 1993. (Revised December 1995.)
      • December 1992
      • Case

      BASF: Corporate Advertising for 1992

      By: Stephen A. Greyser and Norman Klein
      Describes BASF's corporate advertising program in the United States. In 1992, BASF's U.S. companies extended an existing corporate advertising campaign to continue to build awareness of the German-based multinational's corporate identity. The core theme of the campaign... View Details
      Keywords: Advertising Campaigns; Marketing Communications; Brands and Branding; Marketing Strategy; Multinational Firms and Management; Corporate Strategy; Consumer Products Industry; United States; Germany
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      Greyser, Stephen A., and Norman Klein. "BASF: Corporate Advertising for 1992." Harvard Business School Case 593-021, December 1992.
      • December 1992
      • Case

      Du Pont: Corporate Advertising for 1992

      By: Stephen A. Greyser and Norman Klein
      Describes Du Pont's 1992 corporate advertising campaign, and its objectives and key messages. The campaign is set in the context of Du Pont's historical corporate positioning ("better things for better living"). Includes target audiences, budget considerations, and the... View Details
      Keywords: Advertising Campaigns; Brands and Branding; Marketing Communications; Marketing Strategy; Corporate Strategy; Chemical Industry
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      Greyser, Stephen A., and Norman Klein. "Du Pont: Corporate Advertising for 1992." Harvard Business School Case 593-023, December 1992.
      • September 1992 (Revised October 1995)
      • Case

      Exxon: Communications After Valdez

      By: Stephen A. Greyser and Nancy Langford
      Focuses on the communications in the period immediately following the March 24, 1989 Alaska oil spill caused by the Exxon Valdez. Includes the text of Exxon Chairman Rawl's "open letter" in an April 3 newspaper advertisment. Addresses the timing and content of... View Details
      Keywords: Advertising; Communication; Crisis Management; Marketing Communications
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      Greyser, Stephen A., and Nancy Langford. "Exxon: Communications After Valdez." Harvard Business School Case 593-014, September 1992. (Revised October 1995.)
      • October 1991 (Revised June 1996)
      • Case

      Lotus MarketPlace: Households

      By: Lynn S. Paine
      Managers at Lotus and Equifax must decide what to do about their new jointly developed database and software product Lotus MarketPlace which has been criticized as a threat to individual privacy. The Product, which would allow small businesses to buy targeting mail... View Details
      Keywords: Information; Business or Company Management; Rights; Ethics; Marketing Communications; Applications and Software; Product Marketing; Information Technology Industry
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      Paine, Lynn S. "Lotus MarketPlace: Households." Harvard Business School Case 392-026, October 1991. (Revised June 1996.)
      • March 1990 (Revised March 1992)
      • Case

      New York Against AIDS (A): The Saatchi & Saatchi Compton Advertising Campaign

      By: V. Kasturi Rangan and Sohel Karim
      Describes the background leading to the development of an advertising campaign to help prevention of AIDS in New York City. The three television networks, however, for various reasons reject the campaign, to the dismay of Saatchi & Saatchi executives. View Details
      Keywords: Advertising Campaigns; Growth and Development; Health Care and Treatment; Marketing Communications; Failure; Advertising Industry; New York (city, NY)
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      Rangan, V. Kasturi, and Sohel Karim. "New York Against AIDS (A): The Saatchi & Saatchi Compton Advertising Campaign." Harvard Business School Case 590-036, March 1990. (Revised March 1992.)
      • June 1989 (Revised May 1993)
      • Supplement

      Rossin Greenberg Seronick & Hill, Inc. (B)

      By: John A. Quelch
      Teaching objectives: 1) to show how aggressive marketing can lead to allegations of misconduct, 2) to consider responses under crisis management, and 3) to explore the importance of credibility within marketing communications. View Details
      Keywords: Ethics; Marketing Communications; Advertising; Crisis Management; Advertising Industry
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      Quelch, John A. "Rossin Greenberg Seronick & Hill, Inc. (B)." Harvard Business School Supplement 589-125, June 1989. (Revised May 1993.)
      • January 1983 (Revised June 1985)
      • Case

      Mary Kay Cosmetics, Inc.: Marketing Communications

      By: John A. Quelch
      Marketing executives at the company are considering the merits of a variety of communications programs designed to increase the effectiveness of the company's sales force of beauty consultants. View Details
      Keywords: Marketing Communications; Salesforce Management; Decision Making; Performance Effectiveness; Management Teams; Beauty and Cosmetics Industry; United States
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      Quelch, John A. "Mary Kay Cosmetics, Inc.: Marketing Communications." Harvard Business School Case 583-068, January 1983. (Revised June 1985.)
      • May 1980 (Revised September 1985)
      • Case

      AT&T Long Lines: Marketing Telemarketing (A)

      By: Benson P. Shapiro
      Keywords: Marketing Communications; Telecommunications Industry
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      Shapiro, Benson P. "AT&T Long Lines: Marketing Telemarketing (A)." Harvard Business School Case 580-145, May 1980. (Revised September 1985.)
      • October 1976 (Revised June 1993)
      • Case

      Sunkist Growers, Inc.

      By: Stephen A. Greyser and John A. Quelch
      A new media strategy for lemon advertising involving the concentration of the entire budget in a single-print vehicle, is under consideration. View Details
      Keywords: Marketing Strategy; Marketing Communications; Advertising
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      Greyser, Stephen A., and John A. Quelch. "Sunkist Growers, Inc." Harvard Business School Case 577-051, October 1976. (Revised June 1993.)
      • Teaching Interest

      Overview

      By: Christina M. Wallace
      Christina Wallace teaches Launching Tech Ventures in the second-year MBA program and is co-course head for The Entrepreneurial Manager in the first-year MBA program. She created an Entrepreneurial Marketing course for HBS Online and regularly teaches entrepreneurship,... View Details
      Keywords: Innovation and Management; Entrepreneurship; Marketing; Marketing Communications; Creativity; Communication Strategy
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