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El marketing puede cambiar el mundo
Quelch, John A.; Jocz, Katherine E.Article ART-1540MarketingLa erosión de la confianza en la política responde en parte a algunas prácticas perniciosas de las que se suele culpar al marketing. Los autores explican los principios que sustentan el buen marketing e invitan a los directivos a hacerlos suyos para beneficiar a consumidores e instituciones sociales. Aplicándolos, pueden contribuir enormemente a restaurar el significado original del concepto de ciudadanía e impulsar, de paso, la democracia.Starting at €8.20
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E-Cigarettes: Marketing Versus Public Health
Quelch, John A.; Rodriguez, MargaretCase HBS-514059-EMarketingTo maximize their effectiveness, color cases should be printed in color. Electronic cigarettes (e-cigarettes) were heralded by some as a healthcare game changer, enabling smokers to switch to a new product which carried lower risk of cancer. However, there were concerns about the public health risk of e-cigarettes, particularly the chance that teens would easily develop nicotine addictions from smoking the fruit-flavored products. Manufacturers a...Starting at €8.20
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Six Ways Marketing Can Change the World
Jocz, Katherine E.; Quelch, John A.Article ART-1540-EMarketingThe erosion of public trust in politics is partly due to some bad practices for which marketing is frequently blamed. By exposing the principles underlying good marketing, the authors show how managers can practice marketing that benefits consumers and social institutions. Doing so could go a long way toward restoring a sense of citizenship and also help democracy flourish in the process.Starting at €8.20
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E-cigarettes: Marketing Versus Public Health, Teaching Note
Quelch, John A.Teaching Note HBS-514108-EMarketingTeaching Note for 514059.Starting at €0.00
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Comergent Technologies Inc.: Enterprise E-Commerce, Teaching Note
Rangan, V. Kasturi; Bellfor, MarieTeaching Note HBS-507087-EMarketingTeaching Note to (505-016). An abstract is not available for this product.Starting at €0.00
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How to Market in a Downturn
Quelch, John A.; Jocz, Katherine E.Article HBS-R0904D-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. Because no two recessions are exactly alike, marketers find themselves in poorly charted waters every time one occurs. But guidance is available, say Quelch and Jocz, who have studied marketing successes (by Smucker, Procter & Gamble, Anheuser-Busch, and others) as...Starting at €8.20
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Google in China (A)
Quelch, John A.; Jocz, Katherine E.Case HBS-510071-EStrategyIn January 2010, Google threatened in a public statement to stop censoring its search results on its google.cn website, as required by Chinese authorities. Should Google exit China? Or attempt a compromise with the Chinese government?Starting at €8.20
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Google in China (A) (Spanish version)
Quelch, John A.; Jocz, Katherine E.Case HBS-510S21StrategyIn January 2010, Google threatened in a public statement to stop censoring its search results on its google.cn website, as required by Chinese authorities. Should Google exit China? Or attempt a compromise with the Chinese government?Starting at €8.20
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Gilead: Hepatitis-C Access Strategy (A)
Rangan, V. Kasturi; Rangan, Vikram; Bloom, David E.Case HBS-515025-EGilead had come up with an innovative drug for Hepatitis C, which affected 180 million people worldwide. The drug was priced at $1,000 a pill for the US market. Gilead had to decide how to price and market the pill in developing countries that bore the brunt of the disease. The company had earned accolades for its work in HIV/AIDS, where its innovative medicines now accounted for 60% of all patients on Anti-Retroviral (ARV) medicines. Much of thi...Starting at €8.20
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Hacer marketing en una crisis
Quelch, John A.; Jocz, Katherine E.Article HBS-R0904DMarketingEste artículo incluye una vista previa de una página que resume rápidamente las ideas clave y proporciona una visión general de cómo los conceptos funcionan en la práctica, junto con sugerencias para la lectura adicional. Porque no hay dos recesiones son exactamente iguales, los vendedores se encuentran en aguas poco trazadas se produce cada vez que uno. Sin embargo, la orientación está disponible, por ejemplo Quelch y Jocz, que han estudiado los...Starting at €8.20