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Maria Sharapova: Marketing a Champion (B)
Elberse, Anita; Golod, MargaritaCase HBS-507066-EMarketingSupplements the (A) case. An abstract is not available for this product.Starting at €5.74
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Comcast Corporation, Teaching Note
Elberse, AnitaTeaching Note HBS-511085-EMarketingTeaching Note for 507080.Starting at €0.00
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Comcast Corp.
Elberse, Anita; Schreiber, JasonCase HBS-507080-EMarketingIn October 2006, Comcast executives had entered negotiations with broadcast networks to broaden the selection of free network content distributed via its video-on-demand (VOD) service. The major broadcast networks, however, were unsure of the effect it would have on regular "linear" viewership of programs airing every evening at their scheduled times, and feared that if television audiences migrated to VOD, their revenues from selling advertising...Starting at €8.20
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Octone Records, Teaching Note
Elberse, AnitaTeaching Note HBS-511084-EMarketingTeaching Note for 507082 and 511031.Starting at €0.00
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Octone Records
Elberse, Anita; Ofek, ElieCase HBS-507082-EMarketingIn February 2007, Octone Records founders James Diener, Ben Berkman, and David Boxenbaum had been highly successful with the first two bands they had signed, Maroon 5 and Flyleaf. Known for its grassroots marketing campaigns, Octone operated through a unique joint venture model with SonyBMG Music Entertainment's RCA Music Group, which enabled the nimble record label to orchestrate mass marketing campaigns once an artist was ready for "prime time....Starting at €8.20
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Shonda Rhimes' ShondaLand, Teaching Note
Elberse, AnitaTeaching Note HBS-516089-EMarketingTeaching note for case 516026.Starting at €0.00
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Lady Gaga (B)
Elberse, Anita; Christensen, MichaelCase HBS-512017-EMarketingIn March 2011, Troy Carter, manager of pop star Lady Gaga, reflects on decisions made regarding his artist's concert tour and faces a new set of challenges regarding the launch of Lady Gaga's new album, Born This Way. Is a huge, expensive launch akin to that of a "tent-pole" movie the best way to capitalize on Gaga's popularity, or is a more moderate approach that relies on word-of-mouth the right way to proceed? Designed to help students underst...Starting at €5.74
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Lady Gaga (A) and (B), Teaching Note
Elberse, AnitaTeaching Note HBS-512046-EMarketingTeaching Note for 512-016 and 512-017.Starting at €0.00
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Grand Central Publishing, Teaching Note
Elberse, AnitaTeaching Note HBS-508089-EMarketingTeaching Note for [508036].Starting at €0.00
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YouTube: Time to Charge Users
Elberse, Anita; Gupta, SunilCase HBS-510053-EMarketingIn January 2010, YouTube, the world's largest online video aggregator, was still seeking to become profitable. Was the time right for Google, YouTube's parent company, to charge users seeking to upload content, as some analysts had suggested - and if so, who should be charged how much and for what? Could YouTube charge users for downloading content, a model it was now beginning to test? Or would it be better for the online video giant to continue...Starting at €8.20