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Show Results For
- All HBS Web
(368)
- News (123)
- Research (229)
- Events (1)
- Multimedia (2)
- Faculty Publications (18)
- 01 Dec 2013
- News
Double Vision
kinds of ads, Teixeira says, boosted web traffic but don't have much effect on the actual purchases. "The audience does what you are telling them to do—they go online. But it doesn't persuade them enough to buy more than the other types... View Details
Keywords: Arts, Entertainment
- 01 Oct 2000
- News
HBS Alumni Association Board of Directors: President's Report
ways to enhance both programmatic aspects and back-office procedures of club activity. Among other ideas, it was recommended that clubs work with the Alumni Office to disseminate best practices, connect more aggressively with current MBA... View Details
- 28 Jan 2015
- Research & Ideas
Ground Game, Air Wars, and Other Marketing Lessons From Presidential Elections
different types of advertising—candidates' own ads versus outside ads—and personal selling from field operations—in the form of door-to-door visits and phone calls to voters—affect voter preferences? And how do these campaign activities... View Details
Keywords: by Dina Gerdeman
- 01 Dec 2001
- News
HBS Alumni Association Board of Directors: President's Report
External Relations and the School's CFO, about the current "State of the School" regarding alumni outreach, fundraising, and current programmatic updates. We also heard about the School's response to the tragedies of September 11. Now... View Details
Michael Ilitch
quickly generated a loyal customer base. He went on to buy the Detroit Red Wings National Hockey League team building them to their current status as one of the wealthiest sports franchises in the world. Ilitch later View Details
Keywords: Restaurants & Lodging
Jesse I. Straus
While still a young man in his family’s company, Jesse Straus and his younger brother Percy were personally responsible for the erection of the famous Macy’s Store in Herald Square, New York City. After buying out their uncle’s interest... View Details
Keywords: Retail
- 09 Feb 2012
- Sharpening Your Skills
Sharpening Your Skills: Online Marketing
ratings star added on a Yelp restaurant review translated to anywhere from a 5-percent to 9-percent effect on revenues. Local, independent restaurants were the most affected by reviews, probably because diners have little information... View Details
- 13 Mar 2017
- Research & Ideas
Hiding Products From Customers May Ultimately Boost Sales
portion of your full product catalog—and leaving customers to wonder what you’ll offer next? Or is it better to display all your wares at once, in hopes of encouraging a shopping spree? For example, is a customer more likely to buy three... View Details
- 01 Jun 2011
- News
Students Start-Ups Tap New HBS Fund
from 88 applicants, were: Adiply (Omar Restom, HBS ’12): A self-serve tool that allows an advertiser to buy ad space on a Web site. AfterSteps (Jess Bloomgarden, Alex Stratoudakis, and Emma Taylor, all HBS... View Details
Keywords: awards
- 24 Mar 2008
- Research & Ideas
Reducing Risk with Online Advertising
particular that involve the largest number of unsupervised or poorly supervised suppliers. First, any advertiser buying pay-per-click ads is subject to the problem of click fraud, among other problems... View Details
- 01 Mar 2015
- News
Research Brief: Political Capital
It’s no secret that politicians are trying to buy your vote—in the 2012 presidential campaign, Republicans and Democrats shelled out nearly $2 billion in their fight for the White House. But what’s the most effective way to spend that... View Details
- 18 Jul 2018
- Blog Post
Amira Rashad: An Ambidextrous Mind Meets Consumer Needs in the Middle East
There, she arrived at a crucial insight: "CPG brands were spending big on equity advertising, but they could not directly link sales and ad buys to show ROI. I really felt there was a need we had to address... View Details
- 25 Feb 2020
- News
Case Study: The Credit Bureau
moves about a dozen times before buying a home, and all too often the bookshelf purchased for one apartment isn’t needed in the next. As a result, about 10 million tons of furniture go to landfills every year, Ramírez says. He and Aditya... View Details
- 17 Dec 2001
- Research & Ideas
Becoming the Next Real Estate Mogul
saw—that's a ton of fun," he said. There was general agreement on this point, but land and buildings aren't always part of the equation when it comes to calculating the industry's appeal, added Vincent J. Constantini, founder and... View Details
- 07 May 2018
- Research & Ideas
Why Online Retailers Should Hide Their Best Discounts
through the aisles to buy something at full price, increasing the store’s bottom line. When it comes to the online environment, however, retailers have fallen all over themselves to do the opposite—putting discounted items front and... View Details
- 01 Mar 2009
- News
Just Keep Our Money
experiment, the offer of bonds did not crowd out private-sector savings. Our success in offering bonds at tax time has led a coalition of grassroots organizations, companies, and policy analysts to urge the Treasury Depart-ment to make it easy for refund recipients to... View Details
- 02 Feb 2015
- Research & Ideas
Disruptors Sell What Customers Want and Let Competitors Sell What They Don’t
habits as well, such as a growing preference for sharing items rather than owning them, and encouraging "showrooming" where shoppers visit stores only to test products—then buy them more cheaply online. The user benefits from lower cost,... View Details
Keywords: by Michael Blanding
- 30 Jan 2006
- HBS Case
The Case of the Mystery Writer’s Brand
enjoy the same name recognition, Patterson regularly outsells other "brand-name authors" such as Stephen King and Tom Clancy by simply publishing more books, averaging three titles each year with the occasional assistance of a coauthor. Patterson brings an... View Details
- 05 Dec 2007
- Sharpening Your Skills
Sharpening Your Skills: Managing Marketing
Networked Customers? How Do You Value a 'Free' Customer? Sometimes a valuable customer may be the person who never buys a thing. Professor Sunil Gupta discusses how to assess the profitability of a customer in a networked setting—a... View Details
- 10 Mar 2021
- News
In My Humble Opinion: A Timely Tension
was an ad for Black Friday 2011 that featured an unusual entreaty: Don’t buy this jacket. The effort encouraged people to keep their gear in use for longer and repair it when required, supported by 35... View Details
Keywords: April White