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Brand Purpose
Whitler, Kimberly A.; Pohl, MarkTechnical Note DARDEN-M-1016-EMarketingThis technical note will help provide insight on what a brand purpose is, why it matters, and how companies can vary in their design and application of brand purpose. Since the concept of brand purpose is an emerging idea, growing in importance within theStarting at €8.20
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When It's Time to Expand Beyond the Base (HBR Case Study and Commentary)
Bertini, Marco; Tavassoli, NaderArticle HBS-R1705N-EMarketingThe new CMO of an extreme-race company is on the hook to come up with a way to further monetize the underexploited brand while also fixing customer pain points related to the registration process. She and the COO propose a premium membership that allows die-hard fans to buy early access to race registration, but tests on social media reveal strong animosity toward the program among some racers. Should the company pull the plug or move forward, po...Starting at €8.20
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The Trouble with CMOs
Whitler, Kimberly A; Morgan, Neil A.; Boyd, D. Eric; McGinn, Daniel; Tripodi, Joe; Welch, Greg; Fleit, CarenArticle HBS-R1704B-EMarketingThe top marketing job in the company is a minefield where many talented executives fail. In this issue we examine what makes the position so risky--and how firms can set CMOs up for success. In "Why CMOs Never Last," marketing professors Kimberly A. Whitler and Neil Morgan argue that something is deeply amiss between chief executives and their chief marketing officers. Eighty percent of CEOs don't trust or are unimpressed by their CMOs. Not surpr...Starting at €8.20
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The New Science of Customer Emotions
Magids, Scott; Zorfas, Alan; Leemon, DanielArticle HBS-R1511C-EMarketingWhen a company connects with customers' emotions, the payoff can be huge. Yet building such connections is often more guesswork than science. To remedy that problem, the authors have created a lexicon of nearly 300 "emotional motivators" and, using big data analytics, have linked them to specific profitable behaviors. They describe how firms can identify and leverage the particular motivators that will maximize their competitive advantage and gro...Starting at €8.20
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The CEO of Bolthouse Farms on Making Carrots Cool
Dunn, JeffreyArticle HBS-R1510A-EMarketingWhen Dunn became the CEO of Bolthouse, in 2008, he had 20 years' experience in the soft drinks industry. If Coca-Cola could persuade people to drink more than a billion servings of its soda each day, he wondered, why couldn't Bolthouse do the same for a vegetable? He and his team decided to use some of the tactics of junk food companies, which are experts in demand creation. "Eat 'Em Like Junk Food," Bolthouse's multimillion-dollar marketing camp...Starting at €8.20
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Creativity in Advertising: When It Works and When It Doesn't
Reinartz, Werner; Saffert, PeterArticle HBS-R1306H-EMarketingDo highly creative ads really inspire people to buy products? Studies have found that creative messages get more attention and lead to positive attitudes about the products, but there's little evidence linking those messages to purchase behavior. To address this gap, Reinartz and Saffert developed a consumer survey approach that measures perceived creativity along five dimensions--originality, flexibility, elaboration, synthesis, and artistic val...Starting at €8.20
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Understanding the Arab Consumer
Mahajan, VijayArticle HBS-R1305L-EMarketingA growing middle class in the Arab world yearns for progress and modernity, but has no interest in abandoning its religious traditions. Companies that gloss over the interplay between culture and religion ignore a critical factor for success in the region.Starting at €8.20
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Creative That Cracks the Code
Kirby, JuliaArticle HBS-R1303F-EMarketing"What with ad-optimizing technologies and filter-defying product placement, search-based ad serves, real-time media bidding, and location-based features for mobile devices," the author writes, "it would be easy to conclude that advertising has flipped to all science and no art." But she highlights six campaigns to prove that advertising creativity will never cease: 1) Wonderful Pistachios, whose ads include memes such as YouTube's infamous Honey ...Starting at €8.20
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Advertising Analytics 2.0
Nichols, WesArticle HBS-R1303C-EMarketingMost marketers think they know how their advertising affects consumer behavior and drives revenue. They correlate sales data with a few dozen discrete variables, and they rely on consumer surveys, focus groups, media-mix models, and online last-click attribution. But to treat advertising touch points as if each works in isolation is to misrepresent the way today's complex combination of marketing efforts influences purchasing outcomes. MarketShar...Starting at €8.20
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A Step-by-Step Guide to Smart Business Experiments
Anderson, Eric T.; Simester, DuncanArticle HBS-R1103H-EMarketingThe power of analytics in decision making is well understood, but few companies have what it takes to successfully implement a complex analytics program. Most firms will get greater value from learning to do something simpler: basic business experiments. Managers need to become adept at routinely using techniques employed by scientists and medical researchers. Specifically, they need to embrace the "test and learn" approach: Take one action with ...Starting at €8.20