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James Bond, Dunder Mifflin, and the Future of Product Placement
Marketing Digital ArticleThe search for an alternative to interruptive ads. -
How E-Commerce Will Trump Brand Management
Marketing Magazine ArticleThe Internet promises to give marketing the same boost in productivity that new operational strategies have given to manufacturing. -
Identify the Marketing Metrics That Actually Matter
Technology & Operations Digital ArticleFacebook likes probably isn't one of them. -
Net Content: From Free to Fee
Marketing Magazine ArticleEveryone assumed that no one would pay for television programming—until cable came along. The same thing’s going to happen on the Web. -
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... -
How the Best Brand-Influencer Partnerships Reach Gen Z
Sales & Marketing Digital ArticleFive lessons from companies leaning into the creator economy. -
The High Price of Low-Cost CPMs
Sales & Marketing Digital ArticleWhy are you paying for bots to click on your ads? -
Is Social Media Actually Helping Your Company’s Bottom Line?
Marketing Digital ArticleYou have millions of Twitter followers. So what? -
In Praise of Extreme Moderation
Managing yourself Digital ArticleWhat if you didn’t give 110%? -
The Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH
Innovation Magazine ArticleFrench powerhouse LVMH has created a constellation of the most lucrative brands in the world, from Dior to Dom Pérignon. Its chairman explains that success comes down to a four-part paradox: Be timeless and modern, fast growing and highly profitable—all at once. -
“Over Time, the Market Will Demand This Information”
Customer experience SpotlightA conversation with Vanguard chairman emeritus Jack Brennan -
Us vs. Them: The Minefield of Comparative Ads
Marketing Magazine ArticleTo introduce its more effective eye drops, Schering-Plough took aim at the market leader with this line in its magazine ads: “New OcuClear relieves three times longer than Visine.” To tout its exclusive manufacturing process that makes Folgers decaffeinated crystals produce darker coffee, Procter & Gamble ran print ads with Folgers and “the leading brand” […] -
Put Marketing at the Core of Your Growth Strategy
Sales & Marketing Digital ArticleThree ways to use marketing as a lever for growth, according to McKinsey research. -
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... -
The Saatchi Ouster Shows Leaders Need to Be Gender Smart, Not Gender Blind
Gender Digital ArticleKevin Roberts just lost his job over opinions many managers share. -
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. -
Selling the Sales Force on Automation
Sales & Marketing Magazine ArticleSales force automation (SFA) applications have great potential to enhance companies' sales processes. Yet, many reps strongly resist SFA implementation....
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Konecta: Strategic Transformations in a Digital Era
Management Case Study11.95View Details The case analyzes the evolution of the business model of the Spanish multinational Konecta, which, since its origin, was dedicated to providing Contact... -
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. -
Matchstick Inc.: Word of Mouth Marketing (B)
Sales & Marketing Case Study5.00View Details This is a supplement to Matchstick Inc. (A), product 910A19. The cases introduces students to how brands are starting to put in place non-traditional... -
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... -
Cerenity Sanitizer: Marketing Research for New Product Launch (A)
Sales & Marketing Case Study11.95View Details The case deals with the application of marketing research for launching a new product in the market place. The company was planning to enter the Fast... -
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. -
Amazon Shopper Panel: Paying Customers for Their Data
Sales & Marketing Case Study11.95View Details This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through... -
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...
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James Bond, Dunder Mifflin, and the Future of Product Placement
Marketing Digital ArticleThe search for an alternative to interruptive ads. -
Konecta: Strategic Transformations in a Digital Era
Management Case Study11.95View Details The case analyzes the evolution of the business model of the Spanish multinational Konecta, which, since its origin, was dedicated to providing Contact... -
How E-Commerce Will Trump Brand Management
Marketing Magazine ArticleThe Internet promises to give marketing the same boost in productivity that new operational strategies have given to manufacturing. -
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...