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Marlboro Friday (A) (Spanish version)
Silk, Alvin J.; Isaacson, BruceCase HBS-506S27MarketingOn April 2, 1993 Philip Morris USA launched an elaborate integrated program of consumer and retail promotions of unspecified duration that effectively slashed the retail price of its flagship brand, Marlboro, by 20% in the U.S. market. This program represented a major shift in strategy designed by Philip Morris to reverse the alarming declines in Marlboro's market share, which had occurred in the face of severe price competition from discount bra...Starting at €8.20
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Qué es el Marketing Industrial
Rangan, V. Kasturi; Isaacson, BruceCase HBS-502S23MarketingDiscute la clave que distingue los aspectos de la industria, en comparación con el marketing de consumo. Estas diferencias se resaltan los aspectos de organización de mezcla, así como la comercialización.Starting at €8.20
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The Aquatred Launch (Spanish version)
Quelch, John A.; Isaacson, BruceCase HBS-503S56Marketingwhether to launch the Aquatred and whether to expand Goodyear's distribution network. Also explores issues involved in managing a complex distribution structure during a time of rapid change.Starting at €8.20
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Vistakon: Lentes de Contacto Desechables 1 Day Acuvue
Silk, Alvin J.; Isaacson, Bruce; Bell, MarieCase HBS-505S13MarketingVistakon, una filial independiente y empresarial de Johnson & Johnson, fue pionera en la producción y comercialización de lentes de contacto desechables con el lanzamiento de 1987 Acuvue, la primera lente de uso prolongado desechable - lentes de contacto blandas que los pacientes usen durante un periodo de menos de dos semanas y luego abandonan. En 1993, Acuvue era la marca líder de lentes de contacto blandas en Estados Unidos. En marzo de 1994, ...Starting at €8.20
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Philip Morris: El Viernes de Marlboro (B)
Silk, Alvin J.; Isaacson, BruceCase HBS-506S28MarketingComplementa el caso (A).Starting at €5.74
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How Leaders Can Drive Sales
Capon, Noel; Senn, Christoph; Chung, Doug J.; Cespedes, Frank V.Article HBS-R2102B-EMarketing"When CEOs Make Sales Calls," "How to Shift from Selling Products to Selling Services," and "Selling After the Crisis."Starting at €8.20