Marketing

Surprised by a gender stereotype? React calmly, directly, and move on.

Six questions to ask before you fill the role.

Are you ready to have an honest conversation with your customers?

A one-size-fits-all plan isn't good enough.

Emotions come first, behavior comes second.

Can the Next Big Thing be chased down? Can coolness be hunted on purpose? That's the premise of a new book called Coolhunting: Chasing Down the Next Big...

The Internet promises to give marketing the same boost in productivity that new operational strategies have given to manufacturing.

A guide to building a better pipeline.

People won't speak up if they don't trust the process.

And why your company can’t ignore it.

Before you buy that fancy new tool, know whether you'll actually use it.

Buyers expect the same level of service and flexibility as when they shop in their personal lives.

The best candidates think more like engineers, architects, and scientists.

Brands are not just names slapped on products by the marketing department; they embody the value those products have for your customers. That may be more true for high-tech products than it is for soap.

When a customer buys a product he or she goes through a complex process of balancing the price of the product against the perceived benefits, costs, risks, and value in use of the product. If the customer thinks this way when analyzing a purchase, say these authors, it makes great sense for marketers to set […]

Normally, the Olympic Games are a positive force in marketing. Worldwide marketing expenditures increase as official sponsors and unofficial free-riders attach themselves to the Olympic logo, to particular sports, national teams or individual athletes. Global brands, in particular, see the Olympics and World Cup soccer as the two most important international sporting events; brand linkage […]

Many CMOs see their digital future, but still struggle to make the case across the executive ranks.

Examples from MassMutual, Starwood Hotels, and Marriott.

It was a compelling idea: In the digitized world, there’s more money to be made in niche offerings than in blockbusters. The data tell a different story.

Wachovia has a long-term goal to build customer equity and short-term decisions to make on how to allocate marketing resources. Until recently, it had no way to connect the two.

Supplements the (A) case.

This note introduces search engine marketing as presented by Google's popular AdWords advertising program and as monitored by Google Analytics.

Following a leadership crisis, the chairman of Tse Sui Luen Jewellery (TSL) had revitalized the company and now wondered which initiatives TSL should...

Serious Materials is a start up who is moving into clean tech markets. The company's first product, QuietRock, originated the sound proofing drywall category...

Brandless, an online direct-to-consumer seller of upscale private-label consumer packaged goods, offered consumers a limited assortment of values-conscious...

This case touches on the problems faced by a company, a global leader with a presence all over the world, dedicated to selling machinery at high prices...

Describes the situation faced by Omnitel soon after launching its mobile telecommunication services in Italy in December 1995. Competing against the Italian...

This case supplements the "PittaRosso: Artificial Intelligence-Driven Pricing and Promotion" case, and provides major highlights on what happened at the...

The CEO of a health care-based REIT is considering alternative nursing home investment strategies. Students must consider macro-industry trends, scale...

Becton, Dickinson and Company (BD) was a medical technology firm headquartered in Franklin Lakes, New Jersey, with 43,000 employees and 2016 revenues...

This case describes unruly passenger behaviour on National Aviation Company of India Ltd.'s New York-Delhi flight. It elaborates on the airline crew's...

Appropriate for marketing classes. This note follows the evolution of selling starting with the skills set forth by Dale Carnigie in the 1950s through...

This case explores how neuroscientist Mariam Chammat helped set up the first behavioral insights team at the center of the French government, and encouraged...

Curled Metal Incorporated has declining sales, but has developed a new product (curled metal pile driver pads) that, in field tests, deliver customer...

This survey of Google's rise to prominence as the de facto search engine of choice focuses on the theme of relevance as a guiding principle. As Google...

This case is intended to take students through the cycle of a direct investment, during which a number of decisions has to be made by the financial investor...

The B-case of this three part series shows how performance lagged behind expectations. Women dropped out of the scheme, sales decreased during the harvest...

In June 2016, Dwayne 'The Rock' Johnson is planning for the upcoming launch of an endeavor that is a first for a Hollywood actor with superstar status-a...

Surprised by a gender stereotype? React calmly, directly, and move on.

Six questions to ask before you fill the role.

Are you ready to have an honest conversation with your customers?

A one-size-fits-all plan isn't good enough.

Emotions come first, behavior comes second.

Can the Next Big Thing be chased down? Can coolness be hunted on purpose? That's the premise of a new book called Coolhunting: Chasing Down the Next Big...

The Internet promises to give marketing the same boost in productivity that new operational strategies have given to manufacturing.

Supplements the (A) case.

A guide to building a better pipeline.

People won't speak up if they don't trust the process.