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Show Results For
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All HBS Web
(3,065)
- People (5)
- News (721)
- Research (1,383)
- Events (8)
- Multimedia (7)
- Faculty Publications (595)
- Web
Gale Virtual Reference Library | Baker Library | Bloomberg Center | Harvard Business School
Library Databases Ask Us Special Collections Fast Answers All Services Hours Plan Your Visit Exhibits Hollis Working Knowledge HBS Home About Academic Programs Alumni Faculty & Research Baker Library Campaign Harvard Business Review...
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- 26 Jun 2017
- Video
Faculty Discuss New MS/MBA Joint Degree Program
- 30 Apr 2012
- Research & Ideas
India’s Ambitious National Identification Program
In a hugely ambitious project, the Unique Identification Authority of India has been charged with implementing a nationwide program to register and assign a one-of-a-kind ID number to every Indian resident—some 1.2 billion people—by 2020...
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Keywords:
by Dina Gerdeman
- Web
Marketing - Doctoral
Marketing The doctoral program in Marketing draws on a variety of underlying disciplines to research important marketing management problems...
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- July 2005
- Article
Price Improvement in Dealership Markets
By: Matthew Rhodes-Kropf
Price improvement refers to the practice whereby dealers order executions that improve on quoted prices. Why are these improvements given? Standard thinking is that competition causes dealers to give better prices to customers with less information. This paper...
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Keywords:
Price;
Markets;
Competition;
Information;
Customers;
Negotiation;
Mission and Purpose;
Practice;
Theory;
Performance Improvement;
Bids and Bidding;
Governing Rules, Regulations, and Reforms
Rhodes-Kropf, Matthew. "Price Improvement in Dealership Markets." Journal of Business 78, no. 4 (July 2005): 1137–1172.
- Web
Programs & Events - Alumni
Programs & Events To view more HBS and clubs events, please log in and use the tools at left to filter and refine your results. Information on current and future reunions is available on the Reunions webpage. Please contact Alumni...
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- May 2009 (Revised January 2011)
- Case
HubSpot: Inbound Marketing and Web 2.0
By: Thomas J. Steenburgh, Jill Avery and Naseem Ashraf Dahod
This case introduces the concept of inbound marketing, pulling customer prospects toward a business through the use of Web 2.0 tools and applications like blogging, search engine optimization, and social media. Students follow the growth of HubSpot, an entrepreneurial...
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Keywords:
Customer Relationship Management;
Entrepreneurship;
Price;
Growth and Development Strategy;
Marketing Communications;
Social and Collaborative Networks;
Segmentation;
Web
Steenburgh, Thomas J., Jill Avery, and Naseem Ashraf Dahod. "HubSpot: Inbound Marketing and Web 2.0." Harvard Business School Case 509-049, May 2009. (Revised January 2011.)
- August 2020 (Revised January 2021)
- Case
Digital Marketing at HBS Online
By: Sunil Gupta and Rajiv Lal
In July 2020, the management team of Harvard Business School Online (HBS Online) had to decide how to allocate its marketing budget for fiscal year 2021 between various digital channels and its portfolio of courses. Since its launch in 2014, HBS Online had grown to...
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Keywords:
Marketing Strategy;
Advertising;
Digital Marketing;
Marketing Channels;
Brands and Branding;
Business Education;
Education Industry;
United States;
Boston
Gupta, Sunil, and Rajiv Lal. "Digital Marketing at HBS Online." Harvard Business School Case 521-027, August 2020. (Revised January 2021.)
- Web
Program Policies - HBS Online
Have questions about our policies on learning requirements, accommodations, changing your program status (selecting a later course, withdrawals, refunds, deferrals), exceptions standards, or discounts? Start here! Learning Requirements...
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- January 1991 (Revised January 1993)
- Case
Xerox Corp.: The Customer Satisfaction Program
In August 1990 the president and executive vice president of Xerox are reviewing the progress made on its customer satisfaction program. The emphasis placed on the program, the success of the program to date, and the drive to achieve the corporate goals of customer...
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Menezes, Melvyn A. "Xerox Corp.: The Customer Satisfaction Program." Harvard Business School Case 591-055, January 1991. (Revised January 1993.)
- 01 Jun 2008
- News
Immersion Program Digs Deep
NEW FRIENDS: Stephen Kraus (MBA ’08) meets students of Shanghai’s Weihang Migrant School, a privately funded school for the children of rural-to-urban migrant workers. HBS ramped up its commitment to the winter break Immersion Program...
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- February 2010 (Revised March 2016)
- Background Note
Marketing Analysis Toolkit: Break-even Analysis
By: Thomas J. Steenburgh and Jill Avery
Marketing managers are often called upon to make recommendations for or against programs that cost money to implement. Before expenditures are made, managers want to be sure that they will be getting a return on their investment. One way of assessing this is by...
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Keywords:
Decision Making;
Investment Return;
Spending;
Management Analysis, Tools, and Techniques;
Marketing Strategy;
Strategic Planning;
Mathematical Methods
Steenburgh, Thomas J., and Jill Avery. "Marketing Analysis Toolkit: Break-even Analysis." Harvard Business School Background Note 510-080, February 2010. (Revised March 2016.)
- Research Summary
Informing Brand Marketing Practice
Susan M. Fournier is involved with several projects relating more generally to brand managment issues. These include boardroom-level projects (with Professors Thomas Madden and Franke Fehle of the University of South Carolina, and sponsored by Interbrand) on the...
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- September–October 2020
- Article
The Air War Versus the Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections
By: Lingling Zhang and Doug J. Chung
This study jointly examines the effects of television advertising and field operations in U.S. presidential elections, with the former referred to as the “air war” and the latter as the “ground game.” Specifically, the study focuses on how different campaign...
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Keywords:
Multi-channel Marketing;
Ground Campaigning;
Political Campaigns;
Discrete-choice Model;
Instrumental Variables;
Political Elections;
Marketing Channels;
Advertising;
United States
Zhang, Lingling, and Doug J. Chung. "The Air War Versus the Ground Game: An Analysis of Multi-Channel Marketing in U.S. Presidential Elections." Marketing Science 39, no. 5 (September–October 2020): 872–892.
- 07 Dec 2016
- Blog Post
Marketing Reimagined: A Recap of the 2016 Marketing Innovation Conference
On Sunday November 6, over 350 people flocked to the Harvard Business School campus to attend the Marketing Innovation Conference. This year’s theme, “Marketing Reimagined”, drew a wide range of attendees from top View Details
Keywords:
Entertainment / Media / Sports
- September 1998 (Revised April 2002)
- Case
ECM Group: Improving Global Marketing Productivity
Associated Foods is considering a proposed program barter deal submitted by media consultancy ECM, along with other proposals to improve marketing expenditure productivity. This case allows calculation of the quantitative as well as the qualitative issues.
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Arnold, David J. "ECM Group: Improving Global Marketing Productivity." Harvard Business School Case 599-055, September 1998. (Revised April 2002.)
- 24 Feb 2014
- Research & Ideas
Busting Six Myths About Customer Loyalty Programs
compensating tangible benefits. (Recently they reinstalled a program in a market where all non-Every Day Low Pricing players offered them.) A lot of this uncertainty is due to a number of myths. In this...
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- January 1983 (Revised June 1985)
- Case
Mary Kay Cosmetics, Inc.: Marketing Communications
By: John A. Quelch
Marketing executives at the company are considering the merits of a variety of communications programs designed to increase the effectiveness of the company's sales force of beauty consultants.
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Keywords:
Marketing Communications;
Salesforce Management;
Decision Making;
Performance Effectiveness;
Management Teams;
Beauty and Cosmetics Industry;
United States
Quelch, John A. "Mary Kay Cosmetics, Inc.: Marketing Communications." Harvard Business School Case 583-068, January 1983. (Revised June 1985.)
- 02 Jun 2016
- Blog Post
Applying to the JD/MBA Program
Applying to business school can be a stressful and time consuming endeavor. For those who hope to pursue a joint degree, the application process is doubly demanding. Joanna Cornell and Bhargav Srinivasan are both one year into their four year JD/MBA View Details
- 25 Apr 2023
- Blog Post
Harvard Climate Leaders Program
The Climate Leaders Program for Professional Students at Harvard is a student-led, faculty-advised program for Masters and professional students across all Harvard graduate schools, developed in partnership...
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