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HBS Working Knowledge
October 20, 2011
Dina Gerdeman |
Getting the Marketing Mix Right Marketers have a wide array of selling tools at their disposal, but have lacked an effective method for predicting their success.   |
HBS Working Knowledge
July 27, 2009
Sarah Jane Gilbert |
Social Network Marketing: What Works? Purchase decisions are influenced differently in social networks than in the brick-and-mortar world, says Harvard Business School professor Sunil Gupta. The key: Marketers should tap into the networking aspect of sites such as Facebook. |
Home Toys
February 2006
Scerf & Wang |
Reaching the Unreachable Consumer: Advertising in the Digital Age Tools such as the Internet should be leveraged to provide more of the interactivity and commerce activities associated with product research and purchase. |
CRM
June 2004
Phil Bligh & Doug Turk |
Cashing In on Customer Loyalty In Chapter 4 of CRM Unplugged: Releasing CRM's Strategic Value, the authors reveal how customer insight helps Harrah's profit from its CRM investment. |
HBS Working Knowledge
September 17, 2007
Julia Hanna |
Broadband: Remaking the Advertising Industry Broadband technology is becoming more important to advertisers because of its ability to move the consumer closer to a transaction decision and to deliver clearly segmented audiences. |
HBS Working Knowledge
April 21, 2008
Sean Silverthorne |
The New Math of Customer Relationships Businesses are experimenting with the idea of creating "owners" out of both customers and employees, who create the highest lifetime value to the organization. |
Pharmaceutical Executive
October 1, 2010 |
Decisive Strategy Wins the Market A clear, consistent approach to the competition can deliver big gains in market share; six decisions lead the way. |
HBS Working Knowledge
March 2, 2009
Sean Silverthorne |
When Goal Setting Goes Bad Despite the mantra that goals are good, the process of setting beneficial goals is harder than it looks. |
HBS Working Knowledge
October 14, 2008
Sarah Jane Gilbert |
Should You Bring Advertising Expertise In-House? A recent study indicates more firms than previously thought are developing internal advertising units. |
HBS Working Knowledge
August 16, 2010
Sarah Jane Gilbert |
HBS Introduces Marketing Analysis Tools for Managers The tools can help managers inform decisions on market analysis, breakeven analysis, customer lifetime value, profit and pricing, and analyzing the competitive environment. |
HBS Working Knowledge
January 9, 2006
Martha Lagace |
What Really Drives Your Strategy? While companies might have an intended strategy, the strategy that actually emerges can be very different. |
InternetNews
November 13, 2007
Kenneth Corbin |
It's Not Your Father's Ad Industry IBM study predicts the rise of interactive advertising to stand the industry on its head. |
The Motley Fool
May 31, 2006
Tom Taulli |
$3.9 Billion and Still Clicking Online advertising is booming. Who's benefiting the most? It's something investors ought to know. Here's a look. |
Financial Planning
June 1, 2010
Donald B. Trone |
Step Three: Formalize When upholding a fiduciary standard, ensuring your investment strategy is prudently planned and well-documented is vital. |
HBS Working Knowledge
May 1, 2006
Ann Cullen |
What Companies Lose from Forced Disclosure What researchers are now discovering is that increasing levels of mandatory financial disclosure have unforeseen consequences on executive performance and may work against the interests of employers. |
HBS Working Knowledge
October 20, 2014
Christian Camerota |
Users Love Ello, But What's the Business Model? Can Ello's ad-free approach compete against Facebook? Professors John Deighton and Sunil Gupta provide insights into what drives social media success. |
CRM
November 1, 2006
Jeffrey Schumacher |
Monetizing Media By leveraging inventories of impressions, brand, customer data, and CRM capabilities, retailers can offer advertisers a largely untapped source of highly targeted media. |
HBS Working Knowledge
March 7, 2007
Sarah Jane Gilbert |
How Do You Value a "Free" Customer? In multi-sided markets, some customers contribute to a company's bottom line directly while others contribute indirect benefits, which are more difficult to calculate. |
