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Identify the Marketing Metrics That Actually Matter
Technology & Operations Digital ArticleFacebook likes probably isn't one of them. -
WPP's CEO on Turning a Portfolio of Companies Into a Growth Machine
Leadership & Managing People Magazine ArticleIn 1985 WPP was a small, publicly traded company, worth about $1.3 million. It manufactured shopping carts and other wire and plastic products. Today... -
The High Price of Low-Cost CPMs
Sales & Marketing Digital ArticleWhy are you paying for bots to click on your ads? -
Spielberg Variables
Sales & Marketing Magazine ArticleUnilever applies the principles of feature film directing and editing to turn so-so commercials into winners. -
And Now, a Word from Our Sponsor (HBR Case Study and Commentary)
Sales & Marketing Magazine ArticleBryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well--but not well enough. With generic versions due... -
Ad Spending: Growing Market Share
Sales & Marketing Magazine ArticleDescribes the relative share of voice effect in advertising. In most markets, consumer goods markets are in a state of equilibrium--advertising expenditures... -
One Employee Went Freelance. Now Everyone Wants the Same Deal (HBR Case Study)
Leadership & Managing People Magazine ArticleBlackbird, a Delhi-based advertising agency, agreed to let a star designer leave to start his own firm and then became his first customer, enlisting his... -
New Laws of the Jingle
Sales & Marketing Magazine ArticleDoes the ad jingle have a future? HBR senior editor Leigh Buchanan points out the appeal of simplicity in a complicated age. -
The Social Cost of Bad Online Marketing
Sales & Marketing Digital ArticleStop feeding the bears. -
Case Study: One Employee Went Freelance. Now Everyone Wants the Same Deal
Human resource management Magazine ArticleAn advertising firm considers how to stem the tide of departures. -
Assessing the Long-Term Value of Advertising
Sales & Marketing Magazine ArticleAdvertising is an investment which generates sales revenue over time. The duration and amount of the revenue depends on the loyalty of customers, the... -
Where Is Advertising Going? Into 'Stitials
Sales & Marketing Magazine ArticleIt's high time to shift our focus from the "avails" in media content to those in consumers' lives - that is, where, when, and how people might be receptive... -
Double Jeopardy of Sales Promotions
Sales & Marketing Magazine ArticleMany U.S. manufacturers, searching for growth in maturing consumer markets, have shifted their emphasis from advertising to sales promotions. But promotions... -
Creating the Most Frightening Company on Earth: An Interview with Andy Law of St. Luke's
Innovation & Entrepreneurship Magazine ArticleThough only five years old, employee-owned St. Luke's Communications has become one of the most talked about advertising agencies in the United Kingdom,... -
The Saatchi Ouster Shows Leaders Need to Be Gender Smart, Not Gender Blind
Leadership & Managing People Digital ArticleKevin Roberts just lost his job over opinions many managers share. -
Are Your Ads Funding Disinformation?
Advertising Digital ArticleOnline advertising is opaque and often funnels money to sites that can damage your brand. Here’s how companies can protect themselves. -
Stick to the Core--Or Go for More? (Commentary for HBR Case Study)
Strategy & Execution Magazine ArticleGeorge Caldwell, cofounder of Advaark, a cutting-edge ad agency, was listening hard to his biggest client, John McWilliams, CEO of GlobalBev. McWilliams... -
Former Skeptics Can Be Your Best Spokespeople
Sales & Marketing Digital ArticleA close look at ad campaigns from Hillary Clinton and Apple. -
Does Your Company Come Across as Too Male?
Global Business Digital ArticleLook at your ads to find out. -
Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH
Strategy & Execution Magazine ArticleFew companies can boast a collection of star brands like LVMH Moet Hennessy Louis Vuitton, the French powerhouse that owns the likes of Dior, Dom Perignon,...
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Communications Policy
Sales & Marketing Case Study8.95View Details Introductory note on communications policy for use in first year marketing. Focuses on: Target selection; message delineation; communications intensity;... -
Food for thought: The "Junk Food" Act in Peru
Global Business Case Study11.95View Details On Friday, May 24, 2013, Peru's President, Ollanta Humala Tasso, had one week left to decide whether he would finally sign into law a bill that had fueled... -
How Brands Become Icons: The Principles of Cultural Branding
Sales & Marketing Book38.00View Details Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than... -
Grafica, Inc.: Winning the New Jersey Lottery (A)
Sales & Marketing Case Study11.95View Details Debra Taeschler, CEO of Grafica, is considering how to structure her agency's bid for the New Jersey Lottery account. The Lottery is facing declining... -
Gardenburger Advertising Strategy (B)
Sales & Marketing Case Study5.00View Details In 1997, Lyle Hubbard, CEO of Gardenburger, a producer and marketer of veggie burgers and meat alternative products, had called together his executive... -
Buck & Pulleyn
Leadership & Managing People Case Study11.95View Details A woman CEO believes that industry and organizational conditions require for a reengineering/restructuring job her company. However, she wants to gain... -
BP Oil International: Brand Image Program (B)
Sales & Marketing Case Study5.00View Details Supplements the (A) case. -
Confronting a Necessary Evil: The Firing of Alex Robins (B)
Organizational Development Case Study5.00View Details A manager recounts his experience firing the person he was asked to replace and reflects on the challenges of the experience. Teaching Purpose: To role-play... -
PolyMedica Corp. (B)
Finance & Accounting Case Study5.00View Details Supplements the (A) case. -
Ad Council's AIDS Campaign (A): Advertising Strategy
Sales & Marketing Case Study11.95View Details Ad Council wished to run an educational campaign aimed at preventing the spread of AIDS. They were challenged to find acceptable ways to address this... -
FCB and Publicis (B): Managing Client and Country Diversity
Strategy & Execution Case Study5.00View Details Discusses FCB and Publicis, partners in a global advertising agency alliance, working together with their clients to provide excellent service. May be... -
Dumb Ways To Die: Advertising Train Safety (B)
Sales & Marketing Case Study5.00View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
Cheyef Halak: Driving Social Change in Lebanon
Sales & Marketing Case Study11.95View Details In 2011, Lebanese television station LBCI partnered with Impact BBDO to develop Cheyef Halak, a marketing and social media program that aimed to create... -
Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (A)
Management Case Study11.95View Details In 2018, Ana Owczarzak was appointed to lead Google Ads' new innovation and accelerator team - the Sales Acceleration and Innovation Labs (SAIL). The... -
BP Oil International (C): Brand Image Program
Sales & Marketing Case Study5.00View Details Supplements the (A) case. -
Vogue: Defining the Culture of Fashion
Sales & Marketing Case Study11.95View Details In March 2013, Susan Plagemann, vice president and publisher of Vogue - widely regarded as the world's most influential fashion magazine, and publishing... -
The Green Alliance
Innovation & Entrepreneurship Case Study11.95View Details Sarah Brown, co-owner and manager of the Green Alliance (GA), a for-profit company developed to foster and promote corporate sustainability was concerned... -
JCDecaux, 2016: Global Leader ... Again
Strategy & Execution Case Study5.00View Details In 2016, JCDecaux was number one in the world in outdoor advertising. This was a far cry from the situation in 2003; at that time, JCDecaux had been unseated... -
Understanding the Brand Equity of Nestlé Crunch Bar (B): Data Analysis
Sales & Marketing Case Study5.00View Details In early 2018, Nestlé announced the sale of its U.S. candy-making division and a select collection of twenty of its confectionery brands, including the... -
MedNet.com Confronts 'Click-Through' Competition
Strategy & Execution Case Study8.95View Details In January 2007, "MedNet.com" is a leading website that provides science-based health information free of charge to online visitors. MedNet communicates...
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Communications Policy
Sales & Marketing Case Study8.95View Details Introductory note on communications policy for use in first year marketing. Focuses on: Target selection; message delineation; communications intensity;... -
Food for thought: The "Junk Food" Act in Peru
Global Business Case Study11.95View Details On Friday, May 24, 2013, Peru's President, Ollanta Humala Tasso, had one week left to decide whether he would finally sign into law a bill that had fueled... -
Identify the Marketing Metrics That Actually Matter
Technology & Operations Digital ArticleFacebook likes probably isn't one of them. -
How Brands Become Icons: The Principles of Cultural Branding
Sales & Marketing Book38.00View Details Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than... -
Grafica, Inc.: Winning the New Jersey Lottery (A)
Sales & Marketing Case Study11.95View Details Debra Taeschler, CEO of Grafica, is considering how to structure her agency's bid for the New Jersey Lottery account. The Lottery is facing declining... -
Gardenburger Advertising Strategy (B)
Sales & Marketing Case Study5.00View Details In 1997, Lyle Hubbard, CEO of Gardenburger, a producer and marketer of veggie burgers and meat alternative products, had called together his executive... -
Buck & Pulleyn
Leadership & Managing People Case Study11.95View Details A woman CEO believes that industry and organizational conditions require for a reengineering/restructuring job her company. However, she wants to gain... -
BP Oil International: Brand Image Program (B)
Sales & Marketing Case Study5.00View Details Supplements the (A) case. -
WPP's CEO on Turning a Portfolio of Companies Into a Growth Machine
Leadership & Managing People Magazine ArticleIn 1985 WPP was a small, publicly traded company, worth about $1.3 million. It manufactured shopping carts and other wire and plastic products. Today... -
The High Price of Low-Cost CPMs
Sales & Marketing Digital ArticleWhy are you paying for bots to click on your ads?