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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... -
Just My Type
Sales & Marketing Magazine ArticleYour choice of typeface tells customers whether your brand is attractive, innovative, dishonest, or unpleasant. -
One Employee Went Freelance. Now Everyone Wants the Same Deal (HBR Case Study and Commentary)
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... -
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... -
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... -
And Now, a Word from Our Sponsor (HBR Case Study)
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... -
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... -
Former Skeptics Can Be Your Best Spokespeople
Sales & Marketing Digital ArticleA close look at ad campaigns from Hillary Clinton and Apple. -
Is Insulting Your Rival's Supporters Ever a Good Idea?
Sales & Marketing Digital ArticleClinton's "basket of deplorables," meet Apple's "PC Guy." -
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... -
Does Your Company Come Across as Too Male?
Global Business Digital ArticleLook at your ads to find out. -
One Employee Went Freelance. Now Everyone Wants the Same Deal (Commentary for 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... -
Profits for Nonprofits: Find a Corporate Partner
Sales & Marketing Magazine ArticleHere's a familiar story: A nonprofit organization joins forces with a corporation in a cause-related marketing campaign. It seems like a win-win deal,... -
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... -
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... -
Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH (HBR OnPoint Enhanced Edition)
Strategy & Execution Magazine ArticleFew companies can boast a collection of star brands like LVMH Moet Hennessy Louis Vuitton, the French powerhouse that owns the likes of Dior, Dom Perignon,... -
Better Marketing at the Point of Purchase
Sales & Marketing Magazine ArticleThe retail point of purchase (POP) is the time and place at which all the elements of a sale--the consumer, the money, and the product--converge. Marketers... -
Creating the Most Frightening Company on Earth: An Interview with Andy Law of St. Luke's
Innovation & Entrepreneurship Magazine ArticleThough only five years old, employee-owned St. Luke's Communications has become one of the most talked about advertising agencies in the United Kingdom,... -
Perfect Paradox of Star Brands: An Interview with Bernard Arnault of LVMH
Strategy & Execution Magazine ArticleFew companies can boast a collection of star brands like LVMH Moet Hennessy Louis Vuitton, the French powerhouse that owns the likes of Dior, Dom Perignon,... -
Where Is Advertising Going? Into 'Stitials
Sales & Marketing Magazine ArticleIt's high time to shift our focus from the "avails" in media content to those in consumers' lives - that is, where, when, and how people might be receptive...
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Hewlett-Packard (A)
Sales & Marketing Case Study8.95View Details Since its controversial merger with Compaq, Hewlett-Packard had been under pressure by analysts and some stockholders to divest itself of its low-margin... -
Saatchi & Saatchi Co. PLC: Corporate Strategy
Strategy & Execution Case Study8.95View Details Saatchi & Saatchi, founded in 1970, became the world's largest advertising agency in 1986. It then diversified into consulting and other managerial areas... -
Ad Council's AIDS Campaign (A): Advertising Strategy
Sales & Marketing Case Study8.95View 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... -
Eyeo's Adblock Plus: Consumer Movement or Advertising Toll Booth?
Strategy & Execution Case Study8.95View Details The case centers on Eyeo GmbH, a German software development company, whose main product is Adblock Plus, the world's leading ad blocking browser extension... -
Bertelsmann Reinhard Mohn Fellowship: CSR as Cultural Exchange
Organizational Development Case Study8.95View Details The Reinhard Mohn Fellowship is an initiative of Bertelsmann AG. It reflects Bertelsmann's ongoing commitment to fostering social, cultural, and individual... -
Gillette Co.: Dry Idea Advertising (A), Video Introduction
Sales & Marketing Case Study5.00View Details Provides an overview of video contents and three attachments: 1) chart discussed at meeting shown in video, 2) historical Dry Idea copy strategies, and... -
The Future of E-Commerce: Lessons from the Livestream Wars in China
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... -
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,... -
Pricing at Netflix: The Sequel
Management Case Study5.00View Details This case continues the themes discussed in "Pricing at Netflix" (Case 521-004). Following the conclusion of the original case, Netflix developed new,... -
Confronting a Necessary Evil: The Firing of Alex Robins (A)
Organizational Development Case Study6.95View 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... -
Rossin Greenberg Seronick & Hill, Inc. (A)
Sales & Marketing Case Study6.95View 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... -
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... -
Valuing Snap After the IPO Quiet Period (B)
Finance & Accounting Case Study5.00View Details Analyzes Snap's value and analyst recommendations following the events described in the A case. -
DoubleClick, Inc.
Finance & Accounting Case Study8.95View Details Examines DoubleClick's capital structure from IPO. Discusses additional offering of common stock, stock splits, dividends, sale of convertible debt, repurchase... -
MedNet.com Confronts 'Click-Through' Competition
Strategy & Execution Case Study8.95View Details In January 2007, "MedNet.com" is a leading website that provides science-based health information free of charge to online visitors. MedNet communicates... -
G. Heileman Brewing Co. (C): Public Controversy Over PowerMaster
Sales & Marketing Case Study5.00View Details Supplements the (A) case. Designed as an in-class handout. -
Publicis Groupe (A): Leading Creative Acquisitions
Organizational Development Case Study8.95View Details The CEO of a French-based advertising agency network led a series of high-profile acquisitions that created the world's 4th largest global communications... -
Gillette Co.: Dry Idea Advertising (B), Video Introduction
Sales & Marketing Case Study5.00View Details Provides an overview of the two-part video: 1) bake-off participant interviews with managers from Gillette and its advertising agency for Dry Idea, and... -
Land Rover North America, Inc., Video
Sales & Marketing Case Study150.00View Details Contains the following TV advertising: 1) introductory spots Range Rover, 2) introductory spots Defender, 3) round one introductory spots Discovery, 4)... -
Amazon.com, 2021
Strategy & Execution Case Study8.95View Details In February 2021, Amazon announced 2020 operating profits of $22,899 million, up from $2,233 million in 2015, on sales of $386 billion, up from $107 billion...
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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... -
Just My Type
Sales & Marketing Magazine ArticleYour choice of typeface tells customers whether your brand is attractive, innovative, dishonest, or unpleasant. -
Hewlett-Packard (A)
Sales & Marketing Case Study8.95View Details Since its controversial merger with Compaq, Hewlett-Packard had been under pressure by analysts and some stockholders to divest itself of its low-margin... -
Saatchi & Saatchi Co. PLC: Corporate Strategy
Strategy & Execution Case Study8.95View Details Saatchi & Saatchi, founded in 1970, became the world's largest advertising agency in 1986. It then diversified into consulting and other managerial areas... -
Ad Council's AIDS Campaign (A): Advertising Strategy
Sales & Marketing Case Study8.95View 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... -
Gillette Co.: Dry Idea Advertising (A), Video
Sales & Marketing Digital ArticlePresents an audiovisual account of the five year struggle to solve creative problems on the Gillette Co.'s Dry Idea brand antiperspirant. The Dry Idea... -
Eyeo's Adblock Plus: Consumer Movement or Advertising Toll Booth?
Strategy & Execution Case Study8.95View Details The case centers on Eyeo GmbH, a German software development company, whose main product is Adblock Plus, the world's leading ad blocking browser extension... -
Bertelsmann Reinhard Mohn Fellowship: CSR as Cultural Exchange
Organizational Development Case Study8.95View Details The Reinhard Mohn Fellowship is an initiative of Bertelsmann AG. It reflects Bertelsmann's ongoing commitment to fostering social, cultural, and individual... -
Gillette Co.: Dry Idea Advertising (A), Video Introduction
Sales & Marketing Case Study5.00View Details Provides an overview of video contents and three attachments: 1) chart discussed at meeting shown in video, 2) historical Dry Idea copy strategies, and... -
V-Cola, Teaching Note
Communication Digital ArticleTeaching Note for 912043, 912044, 912045, 912046, 912047, 912048, and 912049.
