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All HBS Web
(115,679)
- Faculty Publications (2,391)
- 1978
- Article
Optimal Advertising: An Intra-Industry Approach
- 1978
- Article
Perceptions of Unfair Marketing Practices: Consumerism Implications
By: Gerald Zaltman, Rajendra K. Srivastava and Rohit Deshpandé
Previous research in complaint behavior has ignored the perception of unfair marketing practices as an explanatory variable. Perceptions of unfair marketing practices are related to consumer complaint behavior, although differentially related across different ages....
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Zaltman, Gerald, Rajendra K. Srivastava, and Rohit Deshpandé. "Perceptions of Unfair Marketing Practices: Consumerism Implications." Advances in Consumer Research 5 (1978): 247–253.
- January 1978 (Revised February 1983)
- Case
Polaroid-Kodak (B1)
Describes additional events in battle between Polaroid and Kodak outlined in Polaroid-Kodak. Includes the competitive actions taken by the companies such as the introduction of customer rebates and bonus plans with dealers. Details the new products of each company and...
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Keywords:
Customer Focus and Relationships;
Marketing Strategy;
Market Entry and Exit;
Product;
Competitive Strategy;
Electronics Industry
Porter, Michael E. "Polaroid-Kodak (B1)." Harvard Business School Case 378-173, January 1978. (Revised February 1983.)
- November 1977
- Article
Marketing Nutrition
By: James E. Austin
Austin, James E. "Marketing Nutrition." American Association of Cereal Chemists. Cereal Foods World 22, no. 11 (November 1977).
- July 1977 (Revised February 1978)
- Case
Rose Milk
Greyser, Stephen A. "Rose Milk." Harvard Business School Case 578-024, July 1977. (Revised February 1978.)
- February 1977
- Background Note
Food Marketing: What Role for Nutrition?
By: James E. Austin
Austin, James E. "Food Marketing: What Role for Nutrition?" Harvard Business School Background Note 577-126, February 1977.
- October 1976 (Revised June 1993)
- Case
Sunkist Growers, Inc.
By: Stephen A. Greyser and John A. Quelch
A new media strategy for lemon advertising involving the concentration of the entire budget in a single-print vehicle, is under consideration.
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Greyser, Stephen A., and John A. Quelch. "Sunkist Growers, Inc." Harvard Business School Case 577-051, October 1976. (Revised June 1993.)
- 1976
- Book
Interbrand Choice, Strategy and Bilateral Market Power
By: M. E. Porter
Porter, M. E. Interbrand Choice, Strategy and Bilateral Market Power. Vol. 146, Harvard Economic Studies. Cambridge, MA: Harvard University Press, 1976.
- April 1975 (Revised November 1988)
- Case
La Grande Alliance-Restaurant Francaise
By: Claudine B. B. Malone and Carliss Y. Baldwin
Pricing of meals for exclusive French restaurant.
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Malone, Claudine B. B., and Carliss Y. Baldwin. "La Grande Alliance-Restaurant Francaise." Harvard Business School Case 175-266, April 1975. (Revised November 1988.)
- June 1974 (Revised April 1983)
- Background Note
Note on Marketing Arithmetic and Related Marketing Terms
By: James L. Heskett and Theodore Levitt
A basic note to be used at the beginning of the introductory marketing course to familiarize students with the arithmetic techniques, concepts, and terms that are typically employed in the analysis of a first year marketing case.
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Keywords:
Marketing
Heskett, James L., and Theodore Levitt. "Note on Marketing Arithmetic and Related Marketing Terms." Harvard Business School Background Note 574-082, June 1974. (Revised April 1983.)
- February 1974
- Case
Listerine Lozenges
Greyser, Stephen A. "Listerine Lozenges." Harvard Business School Case 574-062, February 1974.
- February 1973 (Revised June 1973)
- Case
Listerine Antiseptic (A)
Greyser, Stephen A. "Listerine Antiseptic (A)." Harvard Business School Case 573-060, February 1973. (Revised June 1973.)
- November 1972 (Revised July 2023)
- Case
Benihana of Tokyo
By: W. Earl Sasser
Discusses the development of a chain of "theme" restaurants. The student is asked to evaluate the current operating strategy and suggest a long-term expansion strategy.
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Keywords:
Expansion;
Business Strategy;
Brands and Branding;
Food and Beverage Industry;
Service Industry
Sasser, W. Earl. "Benihana of Tokyo." Harvard Business School Case 673-057, November 1972. (Revised July 2023.)
- 01 Oct 1971
- Conference Presentation
La Modernizacion de la Produccion y los Ajustes en el Sistema de Mercadea: El Caso de la Industria Arrocera Nicaraguense
By: James E. Austin
- September 1971
- Book Review
Book Review of Comparative Marketing Systems: A Cultural Approach, edited by Montrose S. Sommers and Jerome B. Kernan
By: Louis T Wells Jr
Wells, Louis T., Jr. "Book Review of Comparative Marketing Systems: A Cultural Approach, edited by Montrose S. Sommers and Jerome B. Kernan." Journal of Common Market Studies (September 1971).
- summer 1970
- Article
Marketing Strategy and Bank Service Interaction: A Probability Model
By: D. B. Crane
Crane, D. B. "Marketing Strategy and Bank Service Interaction: A Probability Model." Journal of Bank Research 1 (summer 1970).
- Forthcoming
- Article
Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals
By: Ta-Wei Huang and Eva Ascarza
Firms are increasingly interested in developing targeted interventions for customers with the best response,
which requires identifying differences in customer sensitivity, typically through the conditional average treatment
effect (CATE) estimation. In theory, to...
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Keywords:
Long-run Targeting;
Heterogeneous Treatment Effect;
Statistical Surrogacy;
Customer Churn;
Field Experiments;
Consumer Behavior;
Customer Focus and Relationships;
AI and Machine Learning;
Marketing Strategy
Huang, Ta-Wei, and Eva Ascarza. "Doing More with Less: Overcoming Ineffective Long-Term Targeting Using Short-Term Signals." Marketing Science (forthcoming). (Pre-published online March 6, 2024.)