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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... -
How GDPR Will Transform Digital Marketing
Sales & Marketing Digital ArticleExpect increased contextual advertising. -
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... -
Riding the Marketing Information Wave
Sales & Marketing Magazine ArticleFaced with the costs of building customer information systems, some managers question whether or not marketing technology can achieve competitive miracles.... -
How Prices, Ad Expenditures, and Profits Are Linked
Sales & Marketing Magazine ArticleCoordination between advertising and price strategies may lead to higher profits. Analyses of data from 227 businesses show the price-advertising relationship.... -
When Upbeat Commercials Backfire
Sales & Marketing Digital ArticleMarketers, take note. -
Don't Count on Free Trials to Win You Customers
Sales & Marketing Digital ArticleResearch reveals the limitations of a "freemium" approach. -
WPP's CEO on Turning a Portfolio of Companies Into a Growth Machine
Leadership & Managing People Magazine ArticleIn 1985 WPP was a small, publicly traded company, worth about $1.3 million. It manufactured shopping carts and other wire and plastic products. Today... -
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... -
6 Reasons Marketing Is Moving In-House
Sales & Marketing Digital ArticleTrends like Big Data are chipping away at agencies' appeal. -
Former Skeptics Can Be Your Best Spokespeople
Sales & Marketing Digital ArticleA close look at ad campaigns from Hillary Clinton and Apple. -
And Now, a Word from Our Sponsor (HBR Case Study and Commentary)
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... -
And Now, a Word from Our Sponsor (Commentary for 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... -
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... -
Net Content: From Free to Fee
Strategy & Execution Magazine ArticleAlthough the two revenue models coexist on the TV screen, the pay-for-content model will triumph over the advertising model on the Internet. -
How Brands Can Build Successful Relationships with Influencers
Sales & Marketing Digital ArticleWhat many marketers get wrong. -
Are Your Ads Funding Disinformation?
Sales & Marketing Digital ArticleOnline advertising is opaque and often funnels money to sites that can damage your brand. Here's how companies can protect themselves. -
Get More from Your Event Spending
Sales & Marketing Digital ArticleThe technology and tools that will help. -
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,... -
Stick to the Core--Or Go for More? (Commentary for HBR Case Study)
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...
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E-Cigarettes: Marketing Versus Public Health
Sales & Marketing Case Study14.00View Details Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower... -
V-Cola: Confidential Instructions for Mark Ketting Chief Marketing Officer, Trek Beverages
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... -
How Brands Become Icons: The Principles of Cultural Branding
Sales & Marketing Book38.00View Details Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than... -
Gupta Media Supplement: Governors Ball Overview and Promotional Materials
Sales & Marketing Case Study5.00View Details Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social... -
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,... -
Boston Fights Drugs (B): Converting Research to Action
Sales & Marketing Case Study5.00View Details ... -
V-Cola: Confidential Instructions for C.F. Oh Chief Financial Officer, Trek Beverages
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... -
Madison Avenue: Digital Media Services (C)
Technology & Operations Case Study5.00View Details By July 2000, Madison Avenue had experienced extraordinary growth in sales, employees, clients, and service offerings. From late 1999 to July 2000, the... -
CVS Health: Promoting Drug Adherence
Sales & Marketing Case Study14.00View Details The case describes a program that CVS Health recently implemented to improve medication adherence, an important problem from societal, public policy,... -
Nopane Advertising Strategy
Strategy & Execution Case Study8.95View Details Nopane is a proprietary drug that sells in much of the United States. It faces substantial competition. The brand manager is undertaking an experiment... -
S4Capital: Disrupting The Advertising Industry
Strategy & Execution Case Study8.95View Details Set in 2021, the case highlights how S4Capital, a digital-first advertising and marketing services company, develops a disruptive and innovative business... -
Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (B)
Management Case Study5.00View Details In 2018, Ana Owczarzak was appointed to lead Google Ads' new innovation and accelerator team - the Sales Acceleration and Innovation Labs (SAIL). The... -
V-Cola: Confidential Instructions for Cly Entman Client Services Director, 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... -
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... -
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. -
Gupta Media: Performance Marketing in the Digital Age
Sales & Marketing Case Study15.05View Details Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social... -
Cheyef Halak: Driving Social Change in Lebanon
Sales & Marketing Case Study8.95View Details In 2011, Lebanese television station LBCI partnered with Impact BBDO to develop Cheyef Halak, a marketing and social media program that aimed to create... -
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,... -
Arnold Communications
Innovation & Entrepreneurship Case Study8.95View Details The new owner and CEO of Arnold Advertising, a relatively small regional agency, aims to build it into Arnold Communications--a much larger, stronger... -
V-Cola: Confidential Instructions for Price Down Procurement Consultant, Down Consulting
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...
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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... -
E-Cigarettes: Marketing Versus Public Health
Sales & Marketing Case Study14.00View Details Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower... -
V-Cola: Confidential Instructions for Mark Ketting Chief Marketing Officer, Trek Beverages
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... -
How Brands Become Icons: The Principles of Cultural Branding
Sales & Marketing Book38.00View Details Coca-Cola. Harley-Davidson. Nike. Budweiser. Valued by customers more for what they symbolize than for what they do, products like these are more than... -
Gupta Media Supplement: Governors Ball Overview and Promotional Materials
Sales & Marketing Case Study5.00View Details Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social... -
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,... -
Boston Fights Drugs (B): Converting Research to Action
Sales & Marketing Case Study5.00View Details ... -
How GDPR Will Transform Digital Marketing
Sales & Marketing Digital ArticleExpect increased contextual advertising. -
Innovation Processes
Strategy & Execution Book Chapter8.95View Details Sustaining competitive advantage requires that organizations continually innovate to create new products, services, and processes. Exceptional innovation... -
V-Cola: Confidential Instructions for C.F. Oh Chief Financial Officer, Trek Beverages
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...