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High-Performance Marketing: An Interview with Nike's Phil Knight
Leadership & Managing People Magazine ArticleBehind Nike's catchy slogans and flashy TV commercials is the vision of founder, chairman, and CEO Phil Knight. Knight has taken Nike from a small-time... -
And Now, a Word from Our Sponsor (Commentary for HBR Case Study)
Sales & Marketing Magazine ArticleBryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well--but not well enough. With generic versions due... -
Case Study: One Employee Went Freelance. Now Everyone Wants the Same Deal
Human resource management Magazine ArticleAn advertising firm considers how to stem the tide of departures. -
Does Your Company Come Across as Too Male?
Global Business Digital ArticleLook at your ads to find out. -
Net Content: From Free to Fee
Strategy & Execution Magazine ArticleAlthough the two revenue models coexist on the TV screen, the pay-for-content model will triumph over the advertising model on the Internet. -
When People Pay Attention to Video Ads and Why
Sales & Marketing Digital ArticleContext is key. -
How Brands Can Build Successful Relationships with Influencers
Sales & Marketing Digital ArticleWhat many marketers get wrong. -
And Now, a Word from Our Sponsor (HBR Case Study)
Sales & Marketing Magazine ArticleBryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well--but not well enough. With generic versions due... -
Psychographics Are Just as Important for Marketers as Demographics
Sales & Marketing Digital ArticleIt's about why people buy, not just who they are. -
How E-Commerce Will Trump Brand Management
Sales & Marketing Magazine ArticleAt a time when other areas of business are undergoing dramatic improvements in productivity, marketing seems to be getting more expensive and less effective.... -
Spielberg Variables
Sales & Marketing Magazine ArticleUnilever applies the principles of feature film directing and editing to turn so-so commercials into winners. -
Us vs. Them: The Minefield of Comparative Ads
Sales & Marketing Magazine ArticleA new trademark law took effect January 1, 1989, that clarifies the basis for taking competitors to federal court for making reckless claims in comparative... -
How Prices, Ad Expenditures, and Profits Are Linked
Sales & Marketing Magazine ArticleCoordination between advertising and price strategies may lead to higher profits. Analyses of data from 227 businesses show the price-advertising relationship.... -
Getting the Most Out of Advertising and Promotion
Sales & Marketing Magazine ArticleA new kind of marketing data enable managers to measure incremental sales of a product due to advertising and promotion. Single-source data correlate... -
WPP's CEO on Turning a Portfolio of Companies Into a Growth Machine
Leadership & Managing People Magazine ArticleIn 1985 WPP was a small, publicly traded company, worth about $1.3 million. It manufactured shopping carts and other wire and plastic products. Today... -
Marketing Is Everything
Sales & Marketing Magazine ArticleToday technology is creating greater customer choice, and choice is altering the marketplace. Six principles define the new marketing: marketing is a... -
The High Price of Low-Cost CPMs
Sales & Marketing Digital ArticleWhy are you paying for bots to click on your ads? -
And Now, a Word from Our Sponsor (HBR Case Study and Commentary)
Sales & Marketing Magazine ArticleBryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well--but not well enough. With generic versions due... -
Does Personalized Advertising Work as Well as Tech Companies Claim?
Advertising Digital ArticleIf you’re not careful, you’ll end up “acquiring” existing customers. -
Profits for Nonprofits: Find a Corporate Partner
Sales & Marketing Magazine ArticleHere's a familiar story: A nonprofit organization joins forces with a corporation in a cause-related marketing campaign. It seems like a win-win deal,...
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Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (A)
Management Case Study8.95View Details In 2018, Ana Owczarzak was appointed to lead Google Ads' new innovation and accelerator team - the Sales Acceleration and Innovation Labs (SAIL). The... -
G. Heileman Brewing Co. (B): The "Nightline" Decision
Sales & Marketing Case Study5.00View Details Supplements the (A) case. -
Eyeblaster: Enabling the Next Generation of Online Advertising
Sales & Marketing Case Study14.00View Details Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors... -
Amazon.com, 2021
Strategy & Execution Case Study8.95View Details In February 2021, Amazon announced 2020 operating profits of $22,899 million, up from $2,233 million in 2015, on sales of $386 billion, up from $107 billion... -
V-Cola: Confidential Instructions for Price Down Procurement Consultant, Down Consulting
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
Nopane Advertising Strategy
Strategy & Execution Case Study8.95View Details Nopane is a proprietary drug that sells in much of the United States. It faces substantial competition. The brand manager is undertaking an experiment... -
Jeff Sloane (Multimedia Case)
25.00View Details Traces the career decision-making process of Jeff Sloane, an MBA student, from his second year of graduate school through five (plus) years post-graduation.... -
Planet Reebok (B)
Sales & Marketing Case Study5.00View Details Supplements Planet Reebok (A). -
Communications Policy
Sales & Marketing Case Study8.95View Details Introductory note on communications policy for use in first year marketing. Focuses on: Target selection; message delineation; communications intensity;... -
JCDecaux
Strategy & Execution Case Study8.95View Details Describes how JCDecaux, the second largest global outdoor advertising company, became the world leader in street furniture advertising in a fast consolidating... -
Valuing Snap After the IPO Quiet Period (C)
Finance & Accounting Case Study5.00View Details Analyzes Snap's value and analyst recommendations following the events described in the B case. -
Daktronics (C): Downsizing a Billion Dollar Dream
Leadership & Managing People Case Study5.00View Details This case focuses on the necessity of developing a human resource strategy for downsizing Daktronics, Inc., a company that was founded in 1968 in Brookings,... -
GroupM India: The Human Dimension of Digital Transformation (A)
Organizational Development Case Study8.95View Details Case A sets the context of disruption in India and outlines the challenges facing GroupM in 2013. In the early 2010s, internet technology and social media... -
Netflix, Inc.
Management Case Study8.95View Details The case is set in 2023. The protagonists are Ted Sarandos and Greg Peters, co-CEOs of Netflix, a subscription streaming service and content production... -
S4Capital: Disrupting The Advertising Industry
Strategy & Execution Case Study8.95View Details Set in 2021, the case highlights how S4Capital, a digital-first advertising and marketing services company, develops a disruptive and innovative business... -
Boston Fights Drugs, Video
Sales & Marketing Case Study150.00View Details Contains a set of four ads that were part of the focus-group research conducted by Boston Fights Drugs. -
Gupta Media: Performance Marketing in the Digital Age
Sales & Marketing Case Study15.05View Details Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social... -
Publicis Groupe (A): Leading Creative Acquisitions
Organizational Development Case Study8.95View Details The CEO of a French-based advertising agency network led a series of high-profile acquisitions that created the world's 4th largest global communications... -
Coca-Cola: Liquid and Linked
Sales & Marketing Case Study8.95View Details Coca-Cola is considering which of several global marketing/promotional efforts to bring to the United States. Each has proven successful in other parts... -
Mekanism: Engineering Viral Marketing
Strategy & Execution Case Study8.95View Details The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies...
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High-Performance Marketing: An Interview with Nike's Phil Knight
Leadership & Managing People Magazine ArticleBehind Nike's catchy slogans and flashy TV commercials is the vision of founder, chairman, and CEO Phil Knight. Knight has taken Nike from a small-time... -
And Now, a Word from Our Sponsor (Commentary for HBR Case Study)
Sales & Marketing Magazine ArticleBryant Pharmaceutical's flagship product, a popular arthritis medicine called Seflex, is selling well--but not well enough. With generic versions due... -
Case Study: One Employee Went Freelance. Now Everyone Wants the Same Deal
Human resource management Magazine ArticleAn advertising firm considers how to stem the tide of departures. -
Innovation at Google Ads: The Sales Acceleration and Innovation Labs (SAIL) (A)
Management Case Study8.95View Details In 2018, Ana Owczarzak was appointed to lead Google Ads' new innovation and accelerator team - the Sales Acceleration and Innovation Labs (SAIL). The... -
G. Heileman Brewing Co. (B): The "Nightline" Decision
Sales & Marketing Case Study5.00View Details Supplements the (A) case. -
Eyeblaster: Enabling the Next Generation of Online Advertising
Sales & Marketing Case Study14.00View Details Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors... -
Paid Search: The Innovation that Changed the Web
Sales & Marketing Digital ArticleSearch engines are key to the operation of the World Wide Web. This centrality, however, presents challenges: search engine providers face the problem... -
Amazon.com, 2021
Strategy & Execution Case Study8.95View Details In February 2021, Amazon announced 2020 operating profits of $22,899 million, up from $2,233 million in 2015, on sales of $386 billion, up from $107 billion... -
V-Cola: Confidential Instructions for Price Down Procurement Consultant, Down Consulting
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
Does Your Company Come Across as Too Male?
Global Business Digital ArticleLook at your ads to find out.