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La conducta del consumidor, ejercicio (E)
Deighton, John; Fournier, SusanCase HBS-503S23MarketingLos estudiantes son instruidos para entrevistar a un comprador reciente de un producto de alta implicación o servicio en profundidad acerca de su / sus experiencias de propiedad y uso. El ejercicio proporciona a los estudiantes la comprensión de primera mano de conceptos importantes en el consumo de dominio (por ejemplo, la satisfacción del cliente, significado del producto, lealtad a la marca).Starting at €5.74
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Relating to Peapod, Teaching Note
Avery, Jill; Fournier, SusanTeaching Note HBS-316175-EMarketingTeaching note for case 314142.Starting at €0.00
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Nombrando al Edsel (Condensado)
Fournier, Susan; Wojnicki, AndreaCase HBS-503S67MarketingRevela la interesante e inusual historia detrás de la selección de Ford de "Edsel" como el nuevo nombre de marca para su nefasto 1957 lanzamiento de nuevos productos. Cabe destacar que tal vez las más extensas, creativas y cargadas políticamente historias de nombres de la historia. Aunque ambos enfoques no tradicionales para la generación de nombres (es decir, la correspondencia con un poeta popular de la época) y las herramientas de investigació...Starting at €8.20
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Martha Stewart Living Omnimedia (A) (Spanish Version)
Fournier, Susan; Winig, Laura; Herman, Kerry; Wojnicki, AndreaCase HBS-504S35MarketingMartha Stewart Living Omnimedia (MSLO), una empresa de contenidos y los medios de comunicación de marca e integrado dedicado a "elevar el papel del ama de casa", se hizo pública el 19 de octubre de 1999, la creación de una empresa con un valor de mercado de $ 1,73 mil millones y una participación de Stewart vale $ 1,2 mil millones. Aretha Jackson, presidente de una firma de inversión privada, el mosto de aconsejar a un cliente sobre la convenienc...Starting at €8.20
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Budget Woes and Worse Ahead...Teaching Note
Friedman, John; Varley, PamelaTeaching Note HBS-HKS749-ETeaching Note for HKS748Starting at €0.00
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Measured Approach: TEGV Assesses its Performance & Impact, Teaching Plan
Laidler-Kylander, Nathalie; Varley, PamelaTeaching Note HBS-KS1043-ETeaching plan for KS1042.Starting at €0.00
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Budget Woes and Worse Ahead... Teaching Note
Glynn, Thomas; Varley, PamelaTeaching Note HBS-HKS752-ETeaching Note for HKS751Starting at €0.00
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Getting Brand Communities Right
Fournier, Susan; Lee, LaraArticle HBS-R0904K-EMarketingThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Marketers in a variety of industries are trying to increase customer loyalty, marketing efficiency, and brand authenticity by building communities around their brands. Few companies, however, understand what brand communities require and how they work. Drawing from...Starting at €8.20
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Budget Woes and Worse Ahead...
Varley, Pamela; Friedman, JohnCase HBS-HKS748-EIn 2004, Boston's preeminent homeless shelter, Pine Street Inn, faced the prospect of steadily dwindling funds for shelter services over the next few years. This stark reality-combined with persistent frustrations at finding permanent homes for homeless clients-persuaded Pine Street's director and board to regroup, gather data, and rethink Pine Street's organizational strategy. The Harvard Kennedy School has designed two cases that look at this j...Starting at €8.20
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Experiment in Public Procurement: Italy Buys in Bulk
Varley, Pamela; Donahue, John D.Case HBS-HKS125-EUnder pressure from the European Union, which had admitted Italy to the "Eurozone" hesitantly, on condition that the country control its deficit spending and reduce its high public debt, the central government in Italy initiated dozens of cost-cutting programs in the late 1990s and early 2000s. One such program aimed to economize, to the tune of billions of euros, on public procurement of goods and services. The program's first priority was to ...Starting at €8.20