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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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Social selling: la influencia de la redes sociales en la venta
Chiesa de Negri, Cosimo; Morales, LaiaTechnical Note MN-395Innovation and Change, Leadership and People Management, StrategyEn estos últimos años, estamos viviendo una acelerada transformación en muchos aspectos de nuestra vida profesional y personal. Esto se debe, en gran parte, a la incorporación de las nuevas tecnologías en nuestra rutina diaria. Vivimos en un entorno de cambio constante en el que hemos modificado nuestra manera de comunicarnos, de comportarnos, de relacionarnos, de interactuar o de informarnos, y todo ello, a un ritmo vertiginoso. Aun así, según ...Starting at €8.20
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Colgate-Palmolive Company: Marketing Anti-Cavity Toothpaste
Quelch, John A.; Rodriguez, MargaretCase HBS-515050-EMarketingIn October 2013, Colgate-Palmolive Company, the world's leading oral care company, was about to launch its new Colgate Maximum Cavity Protection plus Sugar Acid Neutralizer toothpaste in Brazil. Oral care category accounted for 46 percent of Colgate's $17.4 billion sales worldwide in 2013. The new toothpaste was clinically proven to reduce and prevent cavities more effectively than toothpaste with the same level of fluoride alone. All maj...Starting at €8.20
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Pricing, Packaging, and Demand Forecasting for a New Weight-Loss Drug (Spanish version)
Quelch, John A.; Beckham, HeatherCase HBS-410S26MarketingWhen students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version. Metabical is a new weight loss drug from Cambridge Sciences Pharmaceuticals intended for moderately overweight individuals. In anticipation of final FDA approval, the senior director of marketing, Barbara Printup, prepares for the product launch and must make several critical decisions. First, she must selec...Starting at €8.20
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CIBA-GEIGY Pharmaceuticals: Pharma International (Spanish version)
Smith, N. Craig; Quelch, John A.Case HBS-519S11MarketingExamines the decision by Pharma International on whether to launch an antimalarial product in Nigeria and, if so, how that should be implemented. Involves commercial, ethical, and policy considerations. Rich in situation assessment data, the case refers to criticism of pharmaceutical marketing practices in the Third World and CIBA-GEIGY's Servipharm initiative, one response to this problem.Starting at €8.20
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Consumption: The Happiness of Pursuit--The Implications for Marketing and Politics
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7853BC-EMarketingWhile consumption is an individual, private act, it affects the national wealth and international trade. Underconsumption depresses the economy, and overconsumption can produce financial distress for individuals, or overuse and damage of natural resources and the environment. In this way, consumption becomes a matter of political debate. In the democracy of the marketplace, consumers may increasingly choose to consume those products and services ...Starting at €8.20
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Information: Knowledge Is Power--Leveraging Information in the Consumer and Political Marketplaces
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7855BC-EMarketingThe free flow of information is essential to well-functioning democracies and consumer marketplaces since both politicians and marketers need to make their cases through information and rhetoric rather than coercion. It is not always simple - there are privacy issues, government regulations, and lack of access for many people. However, many see the democratization of information as offering possibilities for new forms of citizen engagement and em...Starting at €8.20
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Inclusion: The More the Merrier--Why It's Important in Marketing and Politics
Quelch, John A.; Jocz, Katherine A.Book Chapter HBS-7857BC-EMarketingFor a very long time, there have been those who have been excluded from full political participation - universal suffrage has been a fairly recent development in human history. In contrast, and in spite of personal prejudices, marketing has been highly inclusive. Today, the challenge for marketers is to become more inclusive world-wide. The global economy has become increasingly interconnected, and developing countries are attractive to companies...Starting at €8.20
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Return of the Global Brand (Spanish version)
Quelch, John A.Article HBS-F0308DEconomicsWhat became of the golden age of global marketing? Where are the multinational companies churning out standardized products for a world of voracious consumers? A global economic slump and mounting anti-American sentiment put an end to that party. But the multinationals' retreat to local harbors may leave them ill prepared for what's about to happen.Starting at €8.20
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Pondering Price Promotion (Spanish version)
Quelch, John A.; Beckham, HeatherCase HBS-410S12MarketingPrice Promotion, Pricing Policy, Consumer Marketing, Profitability Analysis, Retailing, Sales Promotion, Distribution Policy, Brand Equity, Trade Relations, CookwareStarting at €8.20