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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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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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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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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
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Mining Gold in Not-for-Profit Brands (Spanish version)
Quelch, John A.; Austin, James E.; Laidler, NathalieArticle HBS-F0404DMarketingNonprofits are putting hard numbers on the value of their brands, many of which consumers trust highly. Such organizations are hoping brand valuation will give them greater influence as they negotiate cobranding alliances with corporate partners.Starting at €8.20
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Which Levers Boost ROI
Cvar, Margeaux; Quelch, John A.Article HBS-F0706B-EStrategyCEOs looking for ways to improve ROI should examine the practices of similar companies in other industries.Starting at €8.20
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Bringing Customers into the Boardroom
Court, David; Quelch, John A.; Crawford, Blair; McGovern, GailArticle HBS-R0411D-EMarketingMisguided marketing strategies have destroyed more shareholder value than shoddy accounting or shady fiscal practices. Yet, marketing functions typically reside deep in the organization, far from the executive suite and boardroom, and they are often poorly aligned with corporate strategy. Boards of directors, it would seem, have compelling reasons to monitor their companies' marketing activities. The authors argue that boards lack a clear underst...Starting at €8.20
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What to Do for a Struggling Colleague (HBR Case Study)
Quelch, John A.; Knoop, Carin-Isabel; Gallo, AmyArticle HBS-R1605X-ECarlos, the director of digital strategy for a rapidly growing meal-delivery service, is cosponsoring a critical app redesign project. His partner, Larry, the head of technology, has been acting erratically and failing to show up for work, leaving the full burden of the project on Carlos and causing worry among his colleagues regarding his mental health. Larry denies there's any problem. Should Carlos talk to the CEO? To HR? With expert commentar...Starting at €8.20
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What to Do for a Struggling Colleague (Commentary for HBR Case Study)
Quelch, John A.; Knoop, Carin-Isabel; Gallo, AmyArticle HBS-R1605Z-ECarlos, the director of digital strategy for a rapidly growing meal-delivery service, is cosponsoring a critical app redesign project. His partner, Larry, the head of technology, has been acting erratically and failing to show up for work, leaving the full burden of the project on Carlos and causing worry among his colleagues regarding his mental health. Larry denies there's any problem. Should Carlos talk to the CEO? To HR? With expert commentar...Starting at €8.20
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Should You Address a Colleague's Erratic Behavior? (HBR Case Study and Commentary)
Quelch, John; Quelch, John A.; Knoop, Carin-Isabel; Gallo, AmyArticle HBS-R1605K-ELeadership and People ManagementThis HBR Case Study includes both the case and the commentary. For teaching purposes, this reprint is also available in two other versions: case study-only, reprint R1605X, and commentary-only, R1605Z.Starting at €8.20