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When People Pay Attention to Video Ads and Why
Marketing Digital ArticleContext is key. -
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. -
Comparing the ROI of Content Marketing and Native Advertising
Brand management Digital ArticleWhich one should you invest in? -
What Western Marketers Can Learn from China
Marketing Magazine ArticleThink content, not channels or advertising. -
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. -
Former Skeptics Can Be Your Best Spokespeople
Marketing Digital ArticleA close look at ad campaigns from Hillary Clinton and Apple. -
Costly Bargain of Trade Promotion
Sales & Marketing Magazine ArticleOver the last decade, power in the retailing of packaged goods has shifted from manufacturers to wholesalers and sellers. One result has been an increase... -
Stick to the Core—or Go for More?
Strategic planning Magazine ArticleAdvaark achieved phenomenal success selling one service very well. But now customers are asking for more, creating a strategic dilemma that could tear the company apart. -
Holding Onto Your Marketing Budget in a Downturn
Marketing Digital ArticleSix actions for marketing leaders. -
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” […] -
Marketing Is Everything
Sales & Marketing Magazine ArticleToday technology is creating greater customer choice, and choice is altering the marketplace. Six principles define the new marketing: marketing is a... -
Just My Type
Sales & Marketing Magazine ArticleYour choice of typeface tells customers whether your brand is attractive, innovative, dishonest, or unpleasant. -
Mismanagement of Advertising
Sales & Marketing Magazine ArticleMost U.S. companies spend as much on advertising as they earn from their brand, and what do they get for it? Not nearly enough. Ineffective tests and... -
Is Social Media Actually Helping Your Company’s Bottom Line?
Marketing Digital ArticleYou have millions of Twitter followers. So what? -
“Over Time, the Market Will Demand This Information”
Customer experience SpotlightA conversation with Vanguard chairman emeritus Jack Brennan -
Research: How to Effectively Market Green Products
Business management Digital ArticleA study involving nine leading brands reveals the messaging that resonates and boosts market share. -
How Inclusive Brands Fuel Growth
Marketing Magazine ArticleThey unlock new sources of value by meeting the needs of underrecognized customers. -
What Psychological Targeting Can Do
Sales & Marketing Magazine ArticleControversy has swirled around psychological targeting-the practice of influencing people's behavior by mining their digital footprints, identifying their... -
Bridging the Gap Between Marketing and IT
Marketing Digital ArticleThey need each other now more than ever.
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Scripps Networks' Integration of Recipezaar
Strategy & Execution Case Study11.95View Details In July 2007, Scripps Networks acquired Recipezaar, a user-generated recipe and cooking Website with a captive community of 2.3 million visitors. By September,... -
Daktronics (E): Dividend Policy in 2010
Finance & Accounting Case Study5.00View Details In early March 2010, Bill Ritterath, Chief Financial Officer of Daktronics, Inc., was meeting in his office with Jim Morgan, CEO, and Alered (Al) Kurtenbach,... -
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
Innovation & Entrepreneurship Case Study11.95View Details Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms,... -
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... -
V-Cola: General Instructions
Communication Case Study11.95View Details V-Cola is a six-party exercise that simulates a negotiation between a boutique advertising agency and a beverage company that is launching a new product.... -
Unintended Consequences of Algorithmic Personalization
Management Case Study11.95View Details "Unintended Consequences of Algorithmic Personalization" (HBS No. 524-052) investigates algorithmic bias in marketing through four case studies featuring... -
Siemens Corp. (B): Corporate Advertising for 1996
Sales & Marketing Case Study5.00View Details Describes the television advertising and presents examples of the comparable print ads, then documents new measurement tools and presents the results... -
Simira Diagnostics: Is Crafting the Brand Identity Enough?
{{MajorSubject}} Case Study11.95View Details In January 2023, the diagnostic services provider Simira Diagnostics (Simira), founded in Navi Mumbai, India, in 2017, decided to launch a company-wide... -
Confronting a Necessary Evil: The Firing of Alex Robins (A)
Organizational Development Case Study11.95View 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... -
V-Cola: Confidential Instructions for Cly Entman Client Services Director, Chikara Advertising
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign
Sales & Marketing Case Study5.00View Details This case reveals the events that took place after the conclusion of the case "Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign."... -
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... -
V-Cola: Confidential Instructions for Cash Adman Chief Financial Officer, Chikara Advertising
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
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... -
WPP: From Mad Men to Math Men (and Women)
Sales & Marketing Case Study11.95View Details -
Publicis Groupe 2021: Changing Nearly Everything
Leadership & Managing People Case Study11.95View Details After succeeding long-time CEO Maurice Levy as top leader of the world's third largest advertising, marketing, and communications company, headquartered... -
Navigauge: A Disruptive Innovation to Measure Car Radio Listening
Innovation & Entrepreneurship Case Study11.95View Details Navigauge, a start-up company that specialises in radio market research, has developed a tool that provides high quality, accurate and location-based... -
Charlotte Beers at Ogilvy & Mather Worldwide (B)
Leadership & Managing People Case Study5.00View Details Updates CEO Beers' progress two years after her initiation of a massive organizational change effort. Designed as an in-class handout. -
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... -
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...
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When People Pay Attention to Video Ads and Why
Marketing Digital ArticleContext is key. -
Scripps Networks' Integration of Recipezaar
Strategy & Execution Case Study11.95View Details In July 2007, Scripps Networks acquired Recipezaar, a user-generated recipe and cooking Website with a captive community of 2.3 million visitors. By September,... -
Daktronics (E): Dividend Policy in 2010
Finance & Accounting Case Study5.00View Details In early March 2010, Bill Ritterath, Chief Financial Officer of Daktronics, Inc., was meeting in his office with Jim Morgan, CEO, and Alered (Al) Kurtenbach,... -
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. -
Camera IQ and the Metaverse: Building Augmented Reality Brand Experiences
Innovation & Entrepreneurship Case Study11.95View Details Camera IQ, a camera marketing software company that empowered brands to create and launch augmented reality experiences (AREs) across social platforms,... -
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... -
V-Cola: General Instructions
Communication Case Study11.95View Details V-Cola is a six-party exercise that simulates a negotiation between a boutique advertising agency and a beverage company that is launching a new product.... -
Unintended Consequences of Algorithmic Personalization
Management Case Study11.95View Details "Unintended Consequences of Algorithmic Personalization" (HBS No. 524-052) investigates algorithmic bias in marketing through four case studies featuring... -
Siemens Corp. (B): Corporate Advertising for 1996
Sales & Marketing Case Study5.00View Details Describes the television advertising and presents examples of the comparable print ads, then documents new measurement tools and presents the results...