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Found in Translation (Spanish version)
Nunes, Paul F.; Dull, StephenArtículo HBS-F0405BMarketingCompanies struggling to rejuvenate tired brands may want to look east. SoBe beverages, Nissan, and others are exploiting Westerners' fascination with products that are--or merely seem--Asian.Desde 8,20 €
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What Serves the Customer Best? (HBR Case Study and Commentary)
Nunes, Paul F.; Driggs, Woodruff W.; Herman, David; Rayport, Jeffrey; Dull, Stephen; Scafido, JoeArtículo HBS-R0610A-EMarketingAs president of Scotch whisky maker Glenmeadie, Bob Littlefield is pleased to see the results of his CMO's recent marketing initiatives. There are new interactive capabilities on the company's Web site, a product information call center, and numerous other customer interfaces designed to deepen consumers' connection to the brand. Thanks to these front-end innovations, sales are up--and largely because of more loyal purchasing behavior, research s...Desde 8,20 €