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High-Tech Touchpoints Are Changing Customer Experience
Sales & Marketing Digital ArticleAs technology becomes more powerful and affordable, your company is only limited by its imagination. -
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... -
Is Programmatic Advertising the Future of Marketing?
Customer experience Digital ArticleMachines are taking over much of what marketers do today. -
Using Technology to Create a Better Customer Experience
Sales & Marketing Digital ArticleYour strategy should be driven by relationship-building - not shiny new tech. -
Great Advertising Is Both Local and Global
Brand management Digital ArticleFocus your campaign on a universally embraced idea that will resonate worldwide. -
A New Gold Standard for Digital Ad Measurement?
Technology & Operations Digital ArticleAs the digital ad measurement landscape changes, companies should consider marketing mix models calibrated with ad experiments. -
In Mobile Advertising, Timing Is Everything
Marketing Digital ArticleCompanies need an approach that changes as their customers do. -
How Paper Catalogs Remain Relevant in a Digital Age
Sales & Marketing Digital ArticleResearchers found they can effectively recreate the sensory experience of in-store shopping. -
Unused Coupons Still Pay Off
Sales & Marketing Magazine ArticleConventional wisdom holds that manufacturers and retailers see little benefit from unused coupons, but new research shows that unredeemed coupons serve... -
Can Biometrics Predict a Viral Marketing Campaign?
Sales & Marketing Digital ArticleOur bodies may sense what kind of content people will share. -
Why We Buy Products Connected to Place, People, and Past
Sales & Marketing Digital ArticleResearch on why people are drawn to goods that feel artisanal and handmade. -
Stick to the Core--Or Go for More? (HBR Case Study and Commentary)
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... -
How Nonprofits Can Encourage Donors to Give More
Organizational Development Digital ArticleThree research-backed strategies. -
DailyCandy's Accidental Entrepreneur: An Interview with Dany Levy
Innovation & Entrepreneurship Digital ArticleOver the past several months, Dick Harrington, a research team, and I have interviewed entrepreneurs, business owners, VCs, and academics on the lessons... -
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... -
Aflac's CEO Explains How He Fell for the Duck
Strategy & Execution Magazine Article"The Aflac Duck is a rock star in Japan," writes the company CEO. From 2003, when the duck was introduced in that country, to 2008, Aflac's revenues increased... -
Winning at Influencer Marketing
Management Digital ArticleOver the past 20 years the social media influencer industry has completely rearranged the way information and culture are conceived, produced, marketed,... -
Cracking the Mobile Advertising Code
Marketing Digital ArticleA better way to allocate mobile ad dollars. -
Content Marketers Need to Act Like Publishers
Sales & Marketing Digital ArticleNot just think like them. -
What Makes People Upgrade Products? Thinking About Self-Improvement
Sales & Marketing Digital ArticlePeople splurge when they think they've grown.
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Colonial Broadcasting Co.
Strategy & Execution Case Study11.95View Details Colonial Broadcasting, a major American television network, must determine whether fact-based television movies garner higher Nielsen ratings than movies... -
Wilford Brimley and Direct Response Advertising at PolyMedica Corporation
Finance & Accounting Case Study11.95View Details James Amphlett, a financial analyst at Xenon Capital LLC, was asked to evaluate PolyMedica Corporation, whose shares Xenon was considering adding to its... -
Google Inc.: Launching Gmail
Technology & Operations Case Study11.95View Details Google, a very popular Internet search engine firm, has just announced the launch of Gmail, a free, Web-based e-mail service that allows users up to one... -
Digital Media Group: The Shanghai Bid
Innovation & Entrepreneurship Case Study11.95View Details In December 2008, Thomas G. Tsao, acting CEO of Digital Media Group (DMG), a venture-backed provider of technology and media used primarily in subways,... -
ZipDial: Reaching The Next 3 Billion Consumers
Innovation & Entrepreneurship Case Study11.95View Details In early 2014, Sanjay Swamy and Valerie Rozycki Wagoner, respectively chairman and CEO of ZipDial, were discussing the possibility of extending the company's... -
McDonald's Russia: Managing a Crisis
Sales & Marketing Case Study11.95View Details In August 1998, George Cohon, founder and senior chairman of McDonald's Russia, is facing an economic state of emergency. Russia is in the midst of a... -
Saatchi & Saatchi Co. PLC: Corporate Strategy
Strategy & Execution Case Study11.95View Details Saatchi & Saatchi, founded in 1970, became the world's largest advertising agency in 1986. It then diversified into consulting and other managerial areas... -
Grafica, Inc.: Winning the New Jersey Lottery (B)
Sales & Marketing Case Study5.00View Details An abstract is not available for this product. -
BMWFilms
Sales & Marketing Case Study11.95View Details Jim McDowell, VP of marketing at BMW North America, is debating how to follow up the success of his latest marketing campaign, "BMWFilms." This campaign... -
The Tim Horton's Brier
Sales & Marketing Case Study11.95View Details The Tim Hortons Brier (Brier) is an annual men's national curling championship in Canada. In this case, students will assume the role of Peter Inch, Chair... -
Brighter Smiles for the Masses--Colgate vs. P&G
Strategy & Execution Case Study11.95View Details In 2000, Procter & Gamble Co. introduced Crest Whitestrips, a new, revolutionary product that allowed consumers to whiten their teeth at home. With Whitestrips,... -
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... -
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... -
Kellogg Company/eighteen94 capital
Sales & Marketing Case Study11.95View Details With 33,000 employees and revenues of $13 billion in 2016, Kellogg Company was the world's largest producer of branded packaged cereal and a leader in... -
12Snap* (Germany, UK, Italy): From B2C Mobile Retailing to B2B Mobile Marketing
Sales & Marketing Case Study11.95View Details This case analyses the first years of operation of 12Snap, a German start-up launched in 1999 and considered today the largest mobile marketing channel... -
MMI Product Placement, Inc.
Sales & Marketing Case Study11.95View Details The president of a national placement agency is preparing to make a final pitch to sign Greyhound Canada as a client. Greyhound wants to reposition its... -
Burberry
Sales & Marketing Case Study11.95View Details In 2003, Rose Marie Bravo, Burberry's CEO, is debating how to maintain the currency and cachet of the brand across its broad customer base, while entering... -
Retail Media Networks
Sales & Marketing Case Study8.95View Details In 2022, retail media was one of the fastest growing segments in digital advertising. A retail media network (RMN) allows a retailer to use its assets... -
Marketing Reading: Digital Marketing
Sales & Marketing Tool40.00View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading... -
DDB Mudra Group: Transformative Growth
Strategy & Execution Case Study11.95View Details The case traces the evolution of the advertising firm DDB Mudra from its founding as an independent "Indian" agency to its current position of being the...
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Colonial Broadcasting Co.
Strategy & Execution Case Study11.95View Details Colonial Broadcasting, a major American television network, must determine whether fact-based television movies garner higher Nielsen ratings than movies... -
Wilford Brimley and Direct Response Advertising at PolyMedica Corporation
Finance & Accounting Case Study11.95View Details James Amphlett, a financial analyst at Xenon Capital LLC, was asked to evaluate PolyMedica Corporation, whose shares Xenon was considering adding to its... -
High-Tech Touchpoints Are Changing Customer Experience
Sales & Marketing Digital ArticleAs technology becomes more powerful and affordable, your company is only limited by its imagination. -
Google Inc.: Launching Gmail
Technology & Operations Case Study11.95View Details Google, a very popular Internet search engine firm, has just announced the launch of Gmail, a free, Web-based e-mail service that allows users up to one... -
Digital Media Group: The Shanghai Bid
Innovation & Entrepreneurship Case Study11.95View Details In December 2008, Thomas G. Tsao, acting CEO of Digital Media Group (DMG), a venture-backed provider of technology and media used primarily in subways,... -
ZipDial: Reaching The Next 3 Billion Consumers
Innovation & Entrepreneurship Case Study11.95View Details In early 2014, Sanjay Swamy and Valerie Rozycki Wagoner, respectively chairman and CEO of ZipDial, were discussing the possibility of extending the company's... -
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... -
McDonald's Russia: Managing a Crisis
Sales & Marketing Case Study11.95View Details In August 1998, George Cohon, founder and senior chairman of McDonald's Russia, is facing an economic state of emergency. Russia is in the midst of a... -
Saatchi & Saatchi Co. PLC: Corporate Strategy
Strategy & Execution Case Study11.95View Details Saatchi & Saatchi, founded in 1970, became the world's largest advertising agency in 1986. It then diversified into consulting and other managerial areas... -
Is Programmatic Advertising the Future of Marketing?
Customer experience Digital ArticleMachines are taking over much of what marketers do today.