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High-Performance Marketing: An Interview with Nike's Phil Knight
Leadership & Managing People Magazine ArticleBehind Nike's catchy slogans and flashy TV commercials is the vision of founder, chairman, and CEO Phil Knight. Knight has taken Nike from a small-time... -
Using Technology to Create a Better Customer Experience
Sales & Marketing Digital ArticleYour strategy should be driven by relationship-building - not shiny new tech. -
Creativity in Advertising: When It Works and When It Doesn’t
Advertising Magazine ArticleAsk a professional in the business what the key to success is in advertising, and you’ll most likely get an answer that echoes the mantra of Stephan Vogel, Ogilvy & Mather Germany’s chief creative officer: “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and […] -
A New Gold Standard for Digital Ad Measurement?, Chinese Version
Technology & Operations Digital ArticleAs the digital ad measurement landscape changes, companies should consider marketing mix models calibrated with ad experiments. -
Getting the Most Out of Advertising and Promotion
Sales & Marketing Magazine ArticleA new kind of marketing data enable managers to measure incremental sales of a product due to advertising and promotion. Single-source data correlate... -
Research: Consumers Value Fate in Marketing Narratives
Sales & Marketing Digital ArticleThe story of how a product was discovered can change the level of consumers' interest. -
People Don't Like Anything (or Anyone) Moving Toward Them
Leadership & Managing People Magazine ArticleA new study indicates that approaching objects and individuals make people uncomfortable--even if those things pose no threat. Advertisers and public... -
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... -
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... -
Blogger in Their Midst (HBR Case Study)
Sales & Marketing Magazine ArticleIt was five minutes before show time, and only 15 people had wandered into the conference room to hear Lancaster-Webb CEO Will Somerset introduce the... -
What a Decade of Super Bowl Advertising Looks Like
Sales & Marketing Digital ArticleA chart-based look at cars, beer, and lots and lots of money. -
How the Best Brand-Influencer Partnerships Reach Gen Z
Sales and marketing Digital ArticleFive lessons from companies leaning into the creator economy. -
Scary Health Warnings Can Boost Sales
Sales & Marketing Magazine ArticleA series of studies reveals that the warning labels added to risky products can make those products more appealing to consumers. The mere inclusion of... -
How to Profit from "Lean Advertising"
Sales & Marketing Magazine ArticleCompanies are increasingly turning to online video advertising, which costs a small fraction of what traditional ads and paid media typically cost and... -
Welcome to the Future of Advertising Insight Center
Sales & Marketing Digital ArticleAfter decades of stasis, all hell is breaking loose in the ad business. -
Brands Are Behaving Like Organized Religions
Sales & Marketing Digital ArticleBut should they? -
Why Companies Are Advertising Their Master Brand
Brand management Digital ArticleInstead of individual products. -
Advertising Analytics 2.0
Sales & Marketing Magazine ArticleMost marketers think they know how their advertising affects consumer behavior and drives revenue. They correlate sales data with a few dozen discrete... -
Marico's Chairman on Innovating Across Every Part of the Business
Innovation & Leadership Magazine ArticleWhen the author launched what would become Marico as a division within his family's business, Bombay Oil, it was with product innovation: Instead of selling... -
Why Marketers Are Returning to Traditional Advertising
Marketing Digital ArticleSeven reasons companies are reinvesting in TV, radio, and print ads.
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Johnson Wax: Enhance (A), Spanish Version
Sales & Marketing Case Study8.95View Details Johnson Wax has produced a new hair conditioner for problem hair. Before committing themselves to test market, they analyze the new product using a field... -
Lufa Farms
Innovation & Entrepreneurship Case Study8.95View Details In 2013, Mohamed Hage, founder of the rooftop farming business called Lufa Farms, thought his company had reached a level of maturity where scaling the... -
Rossin Greenberg Seronick & Hill, Inc. (A), Spanish Version
Sales & Marketing Case Study8.95View Details Rossin Greenberg Seronick & Hill (RGSH), a New England advertising agency, was keen to secure the account of Microsoft Corp. The case describes the bid... -
Alcoa's Bid for Alcan (A)
Strategy & Execution Case Study8.95View Details In spring 2007, Alcoa CEO Alain Belda was concerned about the company's market position in light of increased competition from developing markets. China's... -
V-Cola: Confidential Instructions for Cash Adman Chief Financial Officer, Chikara Advertising, Japanese Version
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... -
Aliada: An Online Platform Matching Maids with Customers in Mexico
Sales & Marketing Case Study8.95View Details This case puts students in the shoes of Mexican entrepreneur Rodolfo Corcuera of the tech startup Aliada, an online platform that matches maids with customers... -
Brand Storytelling at Shinola
Sales & Marketing Case Study8.95View Details Detroit, Michigan, aka "The Motor City," is most known as the birthplace of most of the American classic automotive brands. It is a city filled with the... -
Buck & Pulleyn
Leadership & Managing People Case Study6.95View Details A woman CEO believes that industry and organizational conditions require for a reengineering/restructuring job her company. However, she wants to gain... -
The Future of E-Commerce: Lessons from the Livestream Wars in China, Chinese Version
Sales & Marketing Case Study8.95View Details This note explores the emerging multi-billion dollars commerce trend of livestream commerce. Livestream commerce is the sale of goods or services directly... -
Amelia Rogers at Tassani Communications (B)
Leadership & Managing People Case Study5.00View Details Supplements the (A) case. -
Homeland Foods: Fruit to be Shared
Sales & Marketing Case Study8.95View Details In January 2022, a partner in Homeland Foods was identifying Canadian distribution channels through which to launch dried fruit products from his company... -
Kraft Heinz: The $8 Billion Brand Write-Down
Sales & Marketing Case Study8.95View Details On Friday, February 22, 2019, following an unexpected and disappointing earnings report, The Kraft Heinz Company's stock price fell 27%, wiping out $16... -
V-Cola: Confidential Instructions for Cly Entman Client Services Director, Chikara Advertising, Japanese Version
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... -
Developing a Superior Positioning Concept for a Product, Service, Idea, or Experience
Sales & Marketing Case Study8.95View Details While there are a number of courses focused on helping students create and perfect innovative new products, there remains a gap regarding how to create... -
Fishbowl: Scaling Up
Sales & Marketing Case Study8.95View Details Fishbowl is a social media app that allows professionals to connect with other relevant professionals both within their company and across industry. Unlike... -
Internet Marketing
Sales & Marketing Case Study8.95View Details In this technical note we explain what Internet marketing is, what it is used for, and how it is done. The note covers a wide variety of subjects, but... -
Facelift at Olay (B)
Sales & Marketing Case Study5.00View Details ... -
Rossin Greenberg Seronick & Hill, Inc. (B), Spanish Version
Sales & Marketing Case Study5.00View Details Teaching objectives: 1) to show how aggressive marketing can lead to allegations of misconduct, 2) to consider responses under crisis management, and... -
(Product) Red (A) and (B), Video DVD
Sales & Marketing Case Study150.00View Details Describes the launch and initial results of the (PRODUCT) RED campaign, a social marketing initiative conceived of by U2's Bono and Bobby Shriver to combat... -
Sustainability at Siemens, Spanish Version
Sales & Marketing Case Study8.95View Details Describes sustainability efforts at Siemens since arrival of Chief Sustainability Officer, Barbara Kux, in 2008. Asks students to evaluate success of...
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High-Performance Marketing: An Interview with Nike's Phil Knight
Leadership & Managing People Magazine ArticleBehind Nike's catchy slogans and flashy TV commercials is the vision of founder, chairman, and CEO Phil Knight. Knight has taken Nike from a small-time... -
Using Technology to Create a Better Customer Experience
Sales & Marketing Digital ArticleYour strategy should be driven by relationship-building - not shiny new tech. -
Creativity in Advertising: When It Works and When It Doesn’t
Advertising Magazine ArticleAsk a professional in the business what the key to success is in advertising, and you’ll most likely get an answer that echoes the mantra of Stephan Vogel, Ogilvy & Mather Germany’s chief creative officer: “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and […] -
A New Gold Standard for Digital Ad Measurement?, Chinese Version
Technology & Operations Digital ArticleAs the digital ad measurement landscape changes, companies should consider marketing mix models calibrated with ad experiments. -
Roblox: Virtual Commerce in the Metaverse, Teaching Note
Management Digital ArticleTeaching note for case 523028. -
Inclusion: The More the Merrier--Why It's Important in Marketing and Politics
Sales & Marketing Book Chapter8.95View Details For a very long time, there have been those who have been excluded from full political participation - universal suffrage has been a fairly recent development... -
Johnson Wax: Enhance (A), Spanish Version
Sales & Marketing Case Study8.95View Details Johnson Wax has produced a new hair conditioner for problem hair. Before committing themselves to test market, they analyze the new product using a field... -
Getting the Most Out of Advertising and Promotion
Sales & Marketing Magazine ArticleA new kind of marketing data enable managers to measure incremental sales of a product due to advertising and promotion. Single-source data correlate... -
Lufa Farms
Innovation & Entrepreneurship Case Study8.95View Details In 2013, Mohamed Hage, founder of the rooftop farming business called Lufa Farms, thought his company had reached a level of maturity where scaling the... -
Rossin Greenberg Seronick & Hill, Inc. (A), Spanish Version
Sales & Marketing Case Study8.95View Details Rossin Greenberg Seronick & Hill (RGSH), a New England advertising agency, was keen to secure the account of Microsoft Corp. The case describes the bid...