P. 1
Hbspcat 13 Marketing

Hbspcat 13 Marketing

|Views: 1,582|Likes:
Published by Shahnaz Dar

More info:

Published by: Shahnaz Dar on Oct 30, 2010
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as DOC, PDF, TXT or read online from Scribd
See more
See less

02/23/2013

pdf

text

original

Sections

  • BESTSELLER
  • Length: 22p
  • Length: 2p List Price: $4.50
  • Length: 3p
  • Length: 25p List Price: $6.95 Year New: 2006
  • Length: 5p
  • Length: 21p
  • List Price: $150.00
  • Length: 6p
  • Length: 10p
  • Length: 26p
  • Length: 12p
  • Length: 29p
  • Length: 8p
  • List Price: $4.50
  • List Price: $18.95
  • Length: 18p
  • Length: 4p
  • List Price: $6.95
  • Length: 11p
  • Length: 7p
  • Length: 20p
  • Length: 32p
  • Length: 24p
  • Length: 1p
  • Length: 14p
  • Length: 63p
  • List Price: $32.95
  • Length: 27p
  • NEW
  • Length: 2p

593017
Title: Marketing Massachusetts
Author(s): Quelch, John A.; Smith,
Susan P.
Publication Date: 10/14/1992
Revision Date: 12/30/1992
Product Type: Case (Library)
Abstract: Massachusetts State
Government officials are meeting to
discuss marketing communications
programs that will attract business
investment to the state and promote
exports.
Geographic Setting: Massachusetts
Subjects: Communication strategy;
Marketing strategy; State government
Length: 33p

IES042
Title: Marketing Metamorphosis: From
Products to Brand to Consumers
Author(s): Joachimsthaler, Erich
Publication Date: 01/01/1994
Revision Date: 02/01/1997
Product Type: Note
Publisher: IESE Business School
Abstract: Describes how the balance of
power has shifted from the manufacturer
to the retailer and to the consumer over
the last 50 years. As a consequence of
this change in the balance of power,
there is a need for a complete
transformation of the practice of
marketing.
Subjects: Brands; Consumer marketing;
Globalization; Marketing management;
Marketing strategy; Multinational
corporations
Length: 12p

2115
Title: Marketing Metaphoria: What
Deep Metaphors Reveal About the
Minds of Consumers
Author(s): Zaltman, Gerald; Zaltman,
Lindsay
Publication Date: 05/06/2008
Product Type: HBS Press Book
Abstract: Why do advertising
campaigns and new products often fail?
Why do consumers feel that companies
don't understand their needs? Because
marketers themselves don't think deeply
about consumers' innermost thoughts
and feelings. Marketing Metaphoria is a
groundbreaking book that reveals how to
overcome this "depth deficit" and find the
universal drivers of human behavior so
vital to a firm's success. Marketing
Metaphoria reveals the powerful
unconscious viewing lenses--called
"deep metaphors"--that shape what
people think, hear, say, and do. Drawing
on thousands of one-on-one interviews
in more than thirty countries, Gerald
Zaltman and Lindsay Zaltman describe

how some of the world's most successful
companies as well as small firms, not-
for-profits, and social enterprises have
successfully leveraged deep metaphors
to solve a wide variety of marketing
problems. Marketing Metaphoria should
convince you that everything consumers
think and do is influenced at
unconscious levels--and it will give you
access to those deeper levels of
thinking.
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 256p
List Price: $29.95
Year New: 2008

2548BC
Title: The Marketing Mix
Author(s): Blattberg, Robert C.; Getz,
Gary; Thomas, Jacquelyn S.
Publication Date: 05/23/2001
Product Type: HBS Press Chapter
Abstract: In contrast to the traditional
marketing paradigm of segmentation,
targeting, and positioning, this chapter
proposes a new tactic by which the
equity of the customer is determined by
an ARA approach--acquisition, retention,
and add-on selling--focusing on retaining
a company's customer base rather than
devoting resources to target new market
segments. This marketing mix acquires
and retains customer loyalty, leading to
more sustainable customer equity. May
be used with: (253XBC) From Marketing
as a Function to Marketing as a
Transformational Engine; (267XBC)
From Brand Acquisitions to Brand
Rationalization; (2661BC) From Market
Segments to Strategic Segments;
(2718BC) Managing Customer
Retention; (2726BC) Enhancing
Customer Equity Through Add-On
Selling; (2750BC) Market Research:
Listen and Learn; (2688BC) From
Declining to Growing Distribution
Channels; (2696BC) From Branded
Bulldozers to Global Distribution
Partners.
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 18p
List Price: $6.95
Year New: 2005

584125
Title: The Marketing Mix
Author(s): Shapiro, Benson P.
Publication Date: 06/28/1984
Revision Date: 04/02/1992
Product Type: Note
Abstract: Reviews important concepts
related to the marketing mix, and
summarizes key relationships within the
mix and between the mix and other parts
of the company's marketing approach.
Subjects: Marketing management;

Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001ORDER TOLL FREE 1 • 800 • 545 • 7685

Marketing

10/30/10

279

Marketing mixes
Length: 7p

6005
Title: Marketing Moves: A New
Approach to Profits, Growth, and
Renewal (Hardcover)
Author(s): Kotler, Philip; Jain, Dipak C.;
Maesincee, Suvit
Publication Date: 02/25/2002
Product Type: HBS Press Book
Abstract: Forget the tired argument
about "old" versus "new" economy say
internationally renowned marketer Philip
Kotler and his coauthors Dipak C. Jain
and Suvit Maesincee. The Internet,
globalization, and hypercompetition are
forcing companies to redefine their
markets, market offerings, and
marketing operations so that they can
compete successfully in both the old and
the new economies. The scarcity of
customers, not products, calls for
making marketing the primary driver of
strategic planning and infrastructure
effectiveness. Marketing can no longer
create value by being seen only as a
department whose main charge is to
dispose of the company's products and
services. The authors urge companies to
broaden the marketing concept into a
holistic framework, one in which
companies and their collaborators
become proficient at identifying new
value creation opportunities and capable
of delivering products, services, and
experiences that more precisely match
individual customer requirements.
Thought provoking and comprehensive,
this book shows how to build a complete
marketing platform around the
exploration, creation, and delivery of
superior value to customers,
collaborators, and the company itself.
Subjects: Business marketing;
Corporate strategy; Marketing
management; Marketing planning;
Marketing strategy
Length: 208p
List Price: $38.00

506022
Title: Marketing New York City
Author(s): Rangan, V. Kasturi; Elberse,
Anita; Bell, Marie
Publication Date: 04/27/2006
Revision Date: 10/27/2008
Product Type: Color Case
Abstract: New York City is a pioneer in
the emerging field of municipal
marketing. The city's first chief marketing
officer must develop a marketing
organization with a self-funded business
model that creates value for the city by
leveraging the city's assets, including
physical property and media
opportunities. Although an independent
corporation, the marketing organization

must work with city government
agencies to create value. Traces the
appointment of the chief marketing
officer and the objectives of marketing
New York City. Summarizes the city's
corporate partnerships (with Snapple
and The History Channel, among
others), media, and licensing activities to
date. Challenges students to evaluate
the marketing model and recommend
strategies going forward, defining what
activities create the most value for the
city. Additionally, exposes students to
the challenges of an entrepreneurial
organization operating within the
confines of a government structure.
Geographic Setting: New York, NY
Industry Setting: Government &
regulatory
Gross Revenues: $52 billion revenues
Event Year Start: 2005
Event Year End: 2005
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 24p
Supplementary Materials: Teaching
Note, (508035), 17p, by V. Kasturi
Rangan, Anita Elberse, Marie Bell
Year New: 2006

89503
Title: Marketing Performance - What Do
You Expect?
Author(s): Bonoma, Thomas V.
Publication Date: 09/01/1989
Product Type: Harvard Business
Review Article
Abstract: Senior management's
expectations before launching a
particular product program directly
affects whether they see the product as
performing well or poorly. Optimism and
enthusiasm are essential for making any
project work, but being realistic is
important too. Therefore, program and
brand managers should not overpromise
their marketing plans to senior
management. For their part, senior
managers should ask marketing
subordinates to make confidence levels
explicit. To ensure this, management
can link bonuses to the accuracy of
marketing forecasts.
Subjects: Bonuses; Marketing
management; Marketing strategy;
Product management; Project
management
Length: 4p

2038
Title: Marketing Performance
Assessment (Hardcover)
Author(s): Bonoma, Thomas V.; Clark,
Bruce H.
Publication Date: 01/01/1988
Product Type: HBS Press Book
Abstract: Bonoma and Clark set forth
an experimental model for marketing

performance assessment. A thorough
review of marketing productivity literature
gives the reader a solid background in
the subject before the MPA model is
presented. Appended are: cases
involving Gillette Personal Care Division,
LifeSpan, Inc., and Outward Bound; a
questionnaire on assessing marketing
performance; and an annotated
bibliography on marketing productivity.
Subjects: Marketing planning;
Performance measurement
Length: 400p
List Price: $19.95

585106
Title: Marketing Planning and
Organization
Author(s): Dolan, Robert J.
Publication Date: 09/20/1984
Revision Date: 03/05/1993
Product Type: Note
Abstract: Presents guidelines for
effective marketing planning. Provides a
general outline of the contents of a
typical marketing plan, the process by
which the plan is developed, and
considers the benefits successful firms
reap from their planning efforts and the
problems that mark the efforts of the not-
so-successful users of marketing
planning. Provides a framework for
examining the relationship between a
firm's strategy and the design of its
marketing organization. Discusses how
marketing organizations are structured
and some basic principles of
organization design.
Subjects: Consumer marketing;
Marketing planning; Planning
Length: 14p
Year New: 2005

582127
Title: Marketing Planning, Programming,
and Budgeting
Author(s): Shapiro, Benson P.
Publication Date: 03/30/1982
Revision Date: 08/08/1985
Product Type: Note
Abstract: Briefly presents the key issues
and decisions involved in marketing
planning, programming, and budgeting.
Subjects: Budgeting; Marketing
management; Marketing planning;
Planning
Length: 10p

584146
Title: The Marketing Process
Author(s): Shapiro, Benson P.
Publication Date: 06/13/1984
Revision Date: 07/18/1985
Product Type: Note
Abstract: Describes and explains the
marketing process and its six phases:
implementation, programming, allocating
and budgeting, analysis and research,

Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001ORDER TOLL FREE 1 • 800 • 545 • 7685

Marketing

10/30/10

280

marketing planning, strategy formulation,
and monitoring and auditing.
Subjects: Market research; Marketing
implementation; Marketing management;
Marketing planning; Marketing strategy
Length: 6p

585184
Title: Marketing Process--1987
Author(s): Bonoma, Thomas V.
Publication Date: 06/26/1985
Revision Date: 07/31/1987
Product Type: Note
Abstract: Describes and explains the
marketing process and its phases:
implementation; programming;
allocating and budgeting; analysis and
research; marketing planning; strategy
formulation; and monitoring and
auditing. This is a newer version of a
note by B.P. Shapiro.
Subjects: Market research; Marketing
implementation; Marketing management;
Marketing planning; Marketing strategy
Length: 9p

585026
Title: Marketing Programming,
Budgeting, and Allocating
Author(s): Quelch, John A.
Publication Date: 08/13/1984
Revision Date: 09/29/1986
Product Type: Note
Abstract: Describes how marketing
managers develop programs, set
budgets, and allocate resources.
Subjects: Budgeting; Marketing
management; Marketing planning;
Product development; Resource
allocation
Length: 4p
Supplementary Materials: Teaching
Note, (585027), 3p, by John A. Quelch

506028
Title: Marketing Promotions
Author(s): Wosinska, Marta
Publication Date: 10/24/2005
Revision Date: 10/14/2006
Product Type: Note
Abstract: Introduces the major
communication vehicles and the process
by which they can be brought together in
an integrated marketing communications
plan.
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 8p
Year New: 2005

592013
Title: Marketing Research
Author(s): Sultan, Fareena
Publication Date: 08/29/1991
Product Type: Note
Abstract: Summarizes and synthesizes
materials in the following notes:

Marketing Situation Assessment,
Marketing Research: An Overview of
Research Methods, and Research
Methods in Marketing: Survey
Research.
Subjects: Market research
Length: 13p

583048
Title: Marketing Research Services:
100 Major Commercial U.S. Suppliers of
1980-81
Author(s): Clarke, Darrel G.; Moult WH
Publication Date: 10/26/1982
Product Type: Note
Abstract: Describes the results of a
survey of major marketing research
firms. The largest 100 marketing
research suppliers are listed, described,
and cross-classified by services offered.
Subjects: Market research; Polls &
surveys; Services
Length: 99p

2763
Title: Marketing Research the Right
Way (Paperback)
Author(s): HBR
Publication Date: 07/01/1990
Product Type: HBS Press Book
Abstract: Discover how to get the
market research you need efficiently,
accurately, and economically. In this
collection of Harvard Business Review
articles, experts in the field provide a
comprehensive protocol for research,
perform studies that are truly useful for
new product development, give
guidelines for test marketing, and more.
HBR paperbacks are regularly revised
with recent articles.
Subjects: Market analysis; Market
definition; Market research; Marketing
implementation
Length: 73p
List Price: $19.95

585039
Title: Marketing Research: An
Overview of Research Methods
Author(s): Dolan, Robert J.
Publication Date: 09/14/1984
Product Type: Note
Abstract: Broadly describes the scope
of marketing research, and describes
experiments, non-survey methods, and
internal data.
Subjects: Market research; Marketing
management; Research & development
Length: 9p

BH156
Title: Marketing Research: Cui Bono?
Author(s): Guo, Chiquan
Publication Date: 09/15/2004
Product Type: Business Horizons
Article

Publisher: Business Horizons/Indiana
University
Abstract: There is a rising concern that
marketing research is drifting away from
the practical. With an ever-widening gap
between business and academia, people
are asking: What do practitioners want
from marketing research? What do the
researchers provide? Do the two
coincide? In the short-term, parochial
point of view, practitioners will never get
what they are looking for in academic
research. However, in the long term,
research increases knowledge crucial to
educating future marketing managers
and enhancing their scientific decision
making. Its essence is to level the
playing field and intensify
competitiveness among all firms, with
the result of improved market efficiency
and benefits to consumers and society
as a whole.
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 6p
Year New: 2005

F0102F
Title: Marketing Rules
Author(s): Aufreiter, Nora; Ouillet,
Pierre-Yves; Scott, Mary-Kate
Publication Date: 02/01/2001
Product Type: Harvard Business
Review Article
Abstract: New research shows that the
top-performing dot-coms aren't
necessarily the ones with the best
business models--they're the ones with
the quickest, most responsive marketing.
Subjects: Electronic commerce;
Marketing management; Marketing
strategy; New economy
Length: 2p

M247N
Title: Marketing Strategy
Author(s): Davis, Robert T.
Publication Date: 01/01/1987
Product Type: Note
Publisher: Stanford University
Abstract: A generalized definition of
marketing strategy, useful in the
classroom to establish a common
vocabulary and to generate discussion.
Discusses relationship to corporate
strategic planning and describes a
number of approaches including the
BCG matrix.
Subjects: Marketing strategy
Length: 22p

590001
Title: Marketing Strategy Formulation
Author(s): Drumwright, Minette E.;
Kosnik, Thomas J.
Publication Date: 07/27/1989
Revision Date: 11/16/1992
Product Type: Note

Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001ORDER TOLL FREE 1 • 800 • 545 • 7685

Marketing

10/30/10

281

Abstract: Identifies the elements of
marketing strategy and introduces
frameworks for strategic marketing
decisions. The frameworks deal with
market definition and selection,
positioning and differentiation, and
market entry/exit decisions. Other topics
discussed include selecting and
articulating the marketing vision and
values, anticipating and responding to
competitors' marketing strategies, and
determining the appropriate degrees of
flexibility and focus in marketing strategy
formulation.
Subjects: Market definition; Market
segmentation; Market selection;
Marketing strategy; Strategy formulation
Length: 21p

9055
Title: Marketing Strategy, Business
Fundamentals Series
Author(s): Dolan, Robert J.; Dobscha,
Susan; Fournier, Susan; Moon,
Youngme; Mick, David Glen; Rangan, V.
Kasturi
Publication Date: 01/04/2002
Product Type: Business Fundamentals
Abstract: Business Fundamentals are
collections of Harvard Business School
background materials, reflecting HBS
courses and supplemented by self-study
aids. This collection of background notes
(plus one article from Harvard Business
Review) addresses basic concepts,
issues, and terminology in the field of
marketing strategy. The collection
ranges widely over the field and covers
both consumer and industrial marketing.
The most recently published items are
emphasized. For each item there is a
summary, outline, learning objectives,
and a set of questions and exercises.
Included are: "Note on Marketing
Strategy," "Note on Low-Tech Marketing
Math," "Product Policy Decisions,"
"Going to Market," "Designing Channels
of Distribution," "Integrated Marketing
Communications," "Pricing: A Value-
Based Approach," "Pricing and Market
Making on the Internet," and "Preventing
the Premature Death of Relationship
Marketing."
Subjects: Consumer marketing;
Industrial markets; Marketing
implementation; Marketing management;
Marketing strategy; Product
development; Product introduction;
Product management; Strategic market
planning
Length: 132p
List Price: $34.95

500005
Title: Marketing Strategy--An Overview
Author(s): Corey, E. Raymond
Publication Date: 07/01/1999
Revision Date: 03/07/2003

Product Type: Note
Abstract: An elementary treatment of all
aspects of marketing strategy. Intended
as a supplement to case discussions in
the early stages of an introductory
marketing course. A rewritten version of
an earlier note.
Subjects: Consumer marketing;
Industrial markets; Marketing strategy
Length: 21p
BESTSELLER

579054
Title: Marketing Strategy--An Overview
Author(s): Corey, E. Raymond
Publication Date: 09/01/1978
Revision Date: 11/17/1992
Product Type: Note
Abstract: An elementary treatment of all
aspects of marketing strategy. Intended
as a supplement to case discussions in
the early stages of an introductory
marketing course. Withdrawn 07/15/99 -
use 500-005.
Subjects: Consumer marketing;
Industrial markets; Marketing strategy
Length: 19p

2556BC
Title: Marketing Strategy: How it Fits
with Business Strategy
Publication Date: 11/21/2005
Product Type: HBS Press Chapter
Abstract: This chapter emphasizes that
successful business strategies are those
in which each employee can recite the
mission statement and understands how
his or her job duties affect it--one
cohesive unit in action. Once that is
internalized, it follows that marketers
must be involved in every stage in the
product life cycle, the stages being
defined here in relation to the marketer's
role in each. May be used with:
(2564BC) Creating a Marketing Plan:
An Overview; (2572BC) Competitive
Analysis: Understand Your Opponents;
(2580BC) Market Customization:
Market Segmentation, Targeting, and
Positioning; (2599BC) Developing New
Products and Services: The Marketer's
Role; (2602BC) Branding:
Differentiation that Customers Value;
(2610BC) The Right Customers:
Acquisition, Retention, and
Development; (2629BC) Pricing It Right:
Strategies, Applications, and Pitfalls;
(2637BC) Integrated Marketing
Communications: Creativity,
Consistency, and Effective Resource
Allocation; (2645BC) Interactive
Marketing: New Channel, New
Challenge; (2653BC) Marketing Across
Borders: It's a Big, Big World.
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 21p
List Price: $6.95

Year New: 2006

86604
Title: Marketing Subversives
Author(s): Bonoma, Thomas V.
Publication Date: 11/01/1986
Product Type: Harvard Business
Review Article
Abstract: Most U.S. companies have
developed fairly rigid marketing
structures to achieve certain and
predictable results, when the business
climate is equally certain and
predictable. But such engines of
efficiency have a price. As top
executives come to rely on routinized
marketing structures instead of
management imagination, they neglect
managers' marketing skills. Companies
can nourish such constructive
subversion by seeking out "hungry"
managers, rewarding good performance,
and making creative rule breaking
possible.
Subjects: Creativity; Management
styles; Marketing management;
Marketing organization; Marketing
strategy
Length: 6p

80107
Title: Marketing Success Through
Differentiation - Of Anything
Author(s): Levitt, Theodore
Publication Date: 01/01/1980
Product Type: Harvard Business
Review Article
Abstract: Marketers can differentiate
any product or service, even
commodities which seem to differ only in
price from competitors' offerings.
Products almost always combine a
tangible entity with an intangible promise
of user satisfaction. The expected
product, which includes the generic
product, represents the customer's
minimal purchase conditions. These
purchase conditions include variables
such as delivery, terms, support efforts
and new ideas. The sale of the generic
product depends on how well the
customer's wider expectations are met.
Subjects: Marketing strategy; Product
management
Length: 8p

R0805J
Title: Marketing When Customer Equity
Matters
Author(s): Hanssens, Dominique M.;
Thorpe, Daniel; Finkbeiner, Carl
Publication Date: 05/01/2008
Product Type: Harvard Business
Review Article
Abstract: Measuring the effectiveness
of marketing investments can be
frustrating--especially if a company
focuses on a long-term outcome like

Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001ORDER TOLL FREE 1 • 800 • 545 • 7685

Marketing

10/30/10

282

increasing customer equity. Though
there are decision-support models to
help marketers allocate their budgets,
until recently such models aimed to
maximize near-term sales, which aren't
always consistent with long-term brand
health. Now, however, Wachovia has
created a model that helps it make
customer-equity-driven marketing-mix
decisions. The model's architects--
Hanssens, a professor at UCLA;
Thorpe, a senior vice president at
Wachovia; and Finkbeiner, an executive
VP at TNS--began by parsing customer
equity, or the lifetime value of
customers, into three measurable
components: customer acquisition,
customer retention, and share of wallet.
They then assembled data on past
marketing activities and changes in the
components--a daunting task, given the
decentralized nature of previous
investments. Once the database was
created, a model of how investments
affected outcomes could be built and
used to design equations focusing on
marketing-mix questions. Wachovia now
has, for example, an equation to
estimate how an increase in cable TV
advertising will affect customer
acquisition in a market. Just as
important, the model highlights how
much factors beyond the control of
marketing, such as economic swings,
affect outcomes. After Wachovia began
using the model, it found, as suspected,
that a marketing mix with maximum
short-term impact would not achieve the
biggest increase in customer equity.
Wachovia learned that it was
overinvesting in traditional channels and
underinvesting in emerging ones. The
introduction of this decision-making tool
has also supported a broader cultural
shift at the company toward competing
on analytics.
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 10p
Year New: 2007

77607
Title: Marketing When Things Change
Author(s): Levitt, Theodore
Publication Date: 11/01/1977
Product Type: Harvard Business
Review Article
Abstract: A review of the operating
strategies of IBM, Revlon, Allegheny
Ludlum Steel, Chevrolet, and Exxon
illustrates the flexibility of the marketing
concept and shows how it incorporates
seemingly product-oriented operating
strategies. The examples illustrate four
major components of marketing concept
logic: an organization's principal
marketing strategies affect that
organization's principal overall corporate

strategies; overall corporate strategies
depend upon serious marketing
considerations; various stages in market
evolution may require strategies which
appear product-oriented and insular;
and in all this variation there is logic.
Subjects: Competition; Corporate
strategy; Marketing strategy; Strategic
market planning
Length: 7p

597069
Title: Marketing a President:
Advertising in the 1996 U.S. Presidential
Election Campaign
Author(s): Arnold, David J.; Dolan,
Robert J.
Publication Date: 01/28/1997
Revision Date: 02/25/1997
Product Type: Case (Library)
Abstract: Explores the role of TV
advertising in the 1996 U.S. presidential
election campaign by discussing the
strategies of each candidate and
advertising executions. Includes data on
election regulation and the history of TV
advertising in U.S. presidential elections.
Teaching Purpose: 1) To explore
central advertising concepts: targeting,
message, reach, frequency. 2)
Demonstrate marketing principles
operating in a non-commercial context.
Geographic Setting: United States
Industry Setting: Government &
regulatory
Subjects: Advertising; Politics
Length: 11p

CMR061
Title: Marketing and Discontinuous
Innovation: The Probe and Learn
Process
Author(s): Lynn, Gary S.; Morone,
Joseph G.; Paulson, Albert S.
Publication Date: 04/01/1996
Product Type: CMR Article
Publisher: California Management
Review
Abstract: Companies that compete
effectively over the long run in
technology-intensive fields exhibit an
ability for both continuous (or
incremental) innovations and
discontinuous (or radical) innovations.
The latter, which lead to the creation of
entirely new businesses and product
lines, pose a unique set of challenges for
management. They typically require a
long, investment-intensive process,
marked by pervasive uncertainty,
unpleasant surprises, and no guarantee
of success. Conventional approaches to
new product development, while
appropriate for continuous innovation,
are inappropriate and sometimes even
detrimental when applied to the more
discontinuous regime of innovations. For
instance, the familiar admonition to be

customer-driven is of little value when it
is not at all clear who the customer is or
will be, or when the product class itself
does not yet exist. This article presents
four discontinuous innovations--CAT
scanners (by GE), optical fibers (by
Corning), cellular phones (by Motorola),
and NutraSweet (by Searle, now
Monsanto)--which explore the process of
developing discontinuous innovations
and demonstrate how they are different
from incremental innovation.
Subjects: Innovation; New product
marketing; Product development;
Technology
Length: 31p

89612
Title: Marketing and Its Discontents
Author(s): Star, Stephen H.
Publication Date: 11/01/1989
Product Type: Harvard Business
Review Article
Abstract: The driving force of modern
marketing is the marketing concept--
business succeeds by giving customers
what they want. The social discontents
and ethical issues associated with
marketing arise from functional
limitations on implementing the
marketing concept, not from greed or
deception. Developing a marketing
program involves identifying three
groups of consumers: 1) the market
segment, 2) the program target, and 3)
the program audience. To determine the
effects of the marketing concept requires
identifying the social payoffs and
problems.
Subjects: Ethics; Marketing strategy
Length: 6p

2101
Title: Marketing as Strategy:
Understanding the CEO's Agenda for
Driving Growth and Innovation
(Hardcover)
Author(s): Kumar, Nirmalya
Publication Date: 04/01/2004
Product Type: HBS Press Book
Abstract: CEOs are more than
frustrated by marketing's inability to
deliver results. Has the profession lost its
relevance? Nirmalya Kumar argues that,
although the function of marketing has
lost ground, the importance of marketing
as a mind-set--geared toward customer
focus and market orientation--has gained
momentum across the entire
organization. This book challenges
marketers to change their role from
implementers of traditional marketing
functions to strategic coordinators of
organization-wide initiatives aimed at
profitably delivering value to customers.
Kumar outlines seven cross-functional
and bottom-line-oriented initiatives that
can put marketing back on the CEO's

Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001ORDER TOLL FREE 1 • 800 • 545 • 7685

Marketing

10/30/10

283

agenda--and elevate its role in shaping
the destiny of the firm. Nirmalya Kumar
is Professor of Marketing, Director of the
Centre for Marketing, and Codirector of
the Aditya V Birla India Centre at London
Business School.
Subjects: Growth strategy; Innovation;
Marketing planning; Marketing strategy;
Strategic planning
Length: 288p
List Price: $35.00

4821ES
Title: Marketing as Strategy:
Understanding the CEO's Agenda for
Driving Growth and Innovation--A
Harvard Business Press Book Summary
in Partnership with getAbstract
Author(s): Kumar, Nirmalya
Publication Date: 04/01/2004
Product Type: HBS Press Book
Summary
Abstract: CEOs are more than
frustrated by marketing's inability to
deliver results. Has the profession lost
its relevance? This book challenges
marketers to change their role from
implementers of traditional marketing
functions to strategic coordinators of
organization-wide initiatives aimed at
profitably delivering value to customers.
Kumar outlines seven cross-functional
and bottom-line-oriented initiatives that
can put marketing back on the CEO's
agenda--and elevate its role in shaping
the destiny of the firm.
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 5p
Year New: 2008

M290
Title: Marketing at Bain & Co.
Author(s): Sarvary, Miklos; Pedrero,
Robert
Publication Date: 10/29/1997
Product Type: Case (Field)
Publisher: Stanford University
Abstract: David Bechhofer, a partner
responsible for Bain & Co.'s marketing
strategy, faces a dilemma: Traditional
marketing is foreign to Bain's corporate
culture (which is rather based on
customer relationships), yet the firm
cannot ignore traditional marketing tools
if it wants to face global competition in
the rapidly growing consulting industry.
Indeed, all of Bain's traditional
competitors as well as a lot of new
players use aggressive marketing to
acquire new segments from the growing
customer base. David has to respond to
this challenge while staying consistent
with the firm's original value proposition,
which is highly appreciated by its
existing customers. The case provides
an opportunity to discuss how to
communicate a consistent global

corporate image for a services firm
whose "raison d`etre" is based on
customer relationships.
Geographic Setting: United States
Industry Setting: Consulting
Number of Employees: 1,350
Gross Revenues: $450 million
revenues
Subjects: Consulting; International
marketing; Marketing strategy; Services
Length: 19p

504001
Title: Marketing at The Vanguard Group
Author(s): Quelch, John A.; Knoop,
Carin-Isabel
Publication Date: 08/05/2003
Revision Date: 07/20/2004
Product Type: Case (Field)
Abstract: Senior executives at
Vanguard are evaluating their marketing
strategy. In particular, they are looking at
their approach to market segmentation,
the organization of the marketing
function, and the weight placed on
marketing metrics in the corporate
dashboard in light of an economic and
stock market downturn.
Geographic Setting: United States
Industry Setting: Financial services
Number of Employees: 11,000
Event Year Start: 2003
Event Year End: 2003
Subjects: Financial services; Market
segmentation; Marketing strategy;
Mutual funds
Length: 21p
Supplementary Materials: Case Video,
(504812), 2 min, by John A. Quelch;
Teaching Note, (505023), 11p, by John
A. Quelch; Case Video, DVD, (504802),
7 min, by John A. Quelch; Case Video,
(504809), 7 min, by John A. Quelch;
Case Video, Streaming, (1-277-7), 7
min, by John A. Quelch

496037
Title: Marketing at Wachtell, Lipton,
Rosen & Katz
Author(s): Lorsch, Jay W.; Graff,
Samantha K.
Publication Date: 11/29/1995
Product Type: Case (Field)
Abstract: Describes the history and
unique operating principles of the most
successful corporate law firm in the
country. Closes with a lengthy quotation
by Martin Lipton, who is one of the firm's
founding partners and who is described
in an American Lawyer article as the
"Elvis Presley of the M&A field." Lipton
reflects on certain activities that the firm
carries out aimed at building its
reputation. Whether or not these
activities constitute marketing is left an
open question.
Geographic Setting: New York, NY
Industry Setting: Law enforcement

Number of Employees: 500
Gross Revenues: $100 million
revenues
Subjects: Marketing strategy;
Organizational behavior; Organizational
design; Organizational structure;
Professionals
Length: 8p

BH067
Title: Marketing for Muggles: The Harry
Potter Way to Higher Profits
Author(s): Brown, Stephen
Publication Date: 01/15/2002
Product Type: Business Horizons
Article
Publisher: Business Horizons/Indiana
University
Abstract: Mainstream marketing has
become so obsessed with rigor,
quantification, and scientific rectitude
that it has lost sight of the importance of
magic, mystery, and imagination. We
need to restore the balance somewhat,
and the way to do that is to take a look at
the boy wizard who has captivated the
hearts and minds of readers the world
over--and turned marketing on its head.
Close examination reveals that Harry
Potter is more than a mere passing
marketing fad. Harry is different because
the books are as much about marketing
as the outcome of marketing. They deal
with marketing matters, they are full of
marketing artifacts, they contain
analyses of marketplace phenomena,
and they provide insights into the
contemporary marketing condition. The
books refer to almost every element of
the marketing mix, as well as aspects of
buyer behavior, environmental
conditions, and marketing research.
Harry Potter unknowingly has the power
to transform the modern marketing
paradigm from the positivistic trappings
of modern marketing into the magical,
mysterious, imaginative substance of
postmodern marketing.
Subjects: Consumer marketing;
Marketing management; Marketing
strategy
Length: 9p

73510
Title: Marketing for Nonprofit
Organizations
Author(s): Shapiro, Benson P.
Publication Date: 09/01/1973
Product Type: Harvard Business
Review Article
Abstract: Nonprofit organizations may
improve their operations by using
marketing techniques from profit-
motivated businesses. The marketing
task of nonprofit organizations involves
attracting resources from donors,
allocating those resources to clients, and
persuading people to act. This task can

Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001ORDER TOLL FREE 1 • 800 • 545 • 7685

Marketing

10/30/10

284

be accomplished by using the major
elements of the marketing mix -
communication, distribution, pricing, and
product.
Subjects: Marketing mixes; Marketing
strategy; Nonprofit organizations
Length: 10p

88511
Title: Marketing in an Age of Diversity
Author(s): McKenna, Regis
Publication Date: 09/01/1988
Product Type: Harvard Business
Review Article
Abstract: Technology has combined
with a fragmented culture to create an
array of products, services, and markets.
It is a world of variety and options,
niches and small batches, increased
competition and changing company
structure. Because niche markets cannot
be identified easily in their infancy,
managers must keep one foot in the
technology to know its potential and one
foot in the market to see the opportunity.
The product isn't just the item itself--the
product is an experience the customer
learns to trust--which is why everything
from perfume to software samples come
inside magazines. Old, established
giants and small start-ups need each
other--the future is in relationships that
create new products tailored to
customers' demands.
Subjects: Diversity; Marketing strategy;
Product development; Technology
Length: 7p

1597
Title: Marketing in an Electronic Age
(Hardcover)
Author(s): Buzzell, Robert D.
Publication Date: 03/01/1985
Product Type: HBS Press Book
Abstract: Presenting the perspectives of
24 marketing experts, this book
examines how technological changes
are affecting sales and distribution,
advertising, marketing decision support
systems, and market research. A
research colloquium book.
Subjects: Market research; Marketing
management; Marketing strategy;
Technological change
Length: 404p
List Price: $39.95

F0609G
Title: Marketing in an Unpredictable
World
Author(s): Watts, Duncan J.; Hasker,
Steve
Publication Date: 09/01/2006
Product Type: Harvard Business
Review Article
Abstract: Predicting entertainment
mega-hits is a risky proposition. Instead,
marketers can adopt five strategies to

exploit consumers' social influence as it
emerges.
Industry Setting: Entertainment
industry
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 3p
Year New: 2006

BH151
Title: Marketing in the Age of the
Network: From Marketplace to U-Space
Author(s): Watson, Richard T.; Berthon,
Pierre R.; Pitt, Leyland F.; Zinkhan,
George M.
Publication Date: 11/15/2004
Product Type: Business Horizons
Article
Publisher: Business Horizons/Indiana
University
Abstract: We have entered the age of
the ubiquitous network. The future of
business is being shaped by the
interplay of strategic thinking and
network technology advances, affecting
company, supplier, and customer
interactions in the production and
consumption of value and creating an
entirely new toolbox that will change
marketing forever. Predicated on the
characteristics of network ubiquity,
universality, uniqueness, and unison, the
term "U-commerce" captures these new
marketing tools. What is the nature of U-
commerce? How can we conceptualize
marketing in such a "U-space?" And
what are the implications for next-
generation marketers?
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 8p
Year New: 2005

508024
Title: Marketing the "$100 Laptop" (A)
Author(s): Quelch, John A.
Publication Date: 08/13/2007
Revision Date: 09/18/2008
Product Type: Color Case
Abstract: In 2002, Professor Nicholas
Negroponte, a successful venture
capitalist, author, and co-founder and
chairman emeritus of the Massachusetts
Institute of Technology (MIT) Media Lab,
announced his intention to build a PC so
cheap as to make it possible to provide
Internet- and multimedia-capable
machines to millions of children in
developing countries. The concept--
subsequently often referred to as the
"$100 PC"--was launched at the Media
Lab in 2003 before being spun into a
separate nonprofit association, One
Laptop Per Child (OLPC), founded by
Negroponte in January 2005. At the time
skeptics, including technology industry
leaders, argued that it simply could not
be done. Through innovative design and

technology, Negroponte and his team
proved them wrong but struggled to sell
the concept and the machines to the
world's education ministries, who would
be purchasing the laptops for their
school age children. Furthermore, by
2007, many other low-cost PC options
had emerged and OLPC had not started
shipping yet, leading some observers to
wonder if the non-profit should
reconsider its strategy and options.
Industry Setting: IT industry
Event Year End: 2007
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 24p
Supplementary Materials: Supplement,
(508032), 2p, by John A. Quelch;
Teaching Note, (508055), 11p, by John
A. Quelch, Carin-Isabel Knoop;
Supplement (Library), (508065), 3p, by
John Quelch, David Chen
Year New: 2007

508032
Title: Marketing the "$100 Laptop" (B)
Author(s): Quelch, John A.
Publication Date: 08/13/2007
Revision Date: 10/02/2008
Product Type: Supplement
Abstract: An abstract is not available for
this product. Must be used with:
(508024) Marketing the "$100 Laptop"
(A).
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 2p
Supplementary Materials: Teaching
Note, (508055), 11p, by John A. Quelch,
Carin-Isabel Knoop
Year New: 2007

508065
Title: Marketing the "$100 Laptop" (C)
Author(s): Quelch, John ; Chen, David
Publication Date: 01/25/2008
Revision Date: 10/02/2008
Product Type: Supplement (Library)
Abstract: An abstract is not available for
this product. Must be used with:
(508024) Marketing the "$100 Laptop"
(A).
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 3p
Supplementary Materials: Teaching
Note, (508055), 11p, by John A. Quelch,
Carin-Isabel Knoop
Year New: 2008

596059
Title: Marketing the National Hockey
League
Author(s): Rangan, V. Kasturi; Bell,
Marie
Publication Date: 10/05/1995
Revision Date: 12/28/1995
Product Type: Case (Field)

Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001ORDER TOLL FREE 1 • 800 • 545 • 7685

Marketing

10/30/10

285

Abstract: One third of the 24 National
Hockey League (NHL) teams are
unprofitable. Another third are barely
profitable. This case provides the
background and market research data to
help the senior managers of the NHL
make decisions pertaining to how they
would like to grow the fan base. The two
choices under consideration are network
advertising and grassroots marketing.
May be used with: (599024) NHL--
1998: "The Coolest Game in Nagano".
Geographic Setting: United States;
Canada
Industry Setting: Sports industry
Gross Revenues: $10 billion revenues
Subjects: Advertising; Market research;
Profitability analysis; Sports
Length: 31p
Supplementary Materials: Teaching
Note, (596089), 8p, by V. Kasturi
Rangan

U9709C
Title: Marketing the Unmarketable
Author(s): Nakache, Patricia
Publication Date: 09/01/1997
Product Type: Harvard Management
Update Article
Abstract: For commodity products and
services, price seems to be the only way
to remain competitive in the
marketplace. However, price-based
competition can quickly lead to a decline
in profitability, and can affect the quality
of the goods and services we consume.
In order to combat this decline, many
companies are looking at new ways to
differentiate themselves: designing new
product features, improving product
delivery, building brand recognition and
image, understanding what the customer
wants, and reaching outside their
industry for creative ideas. This article
examines the efforts of Granite Rock
Co., a producer of construction
materials, and EnergyOne, a utilities
supplier, who each used the preceding
strategies to differentiate themselves in
the marketplace, thereby creating a
demand for their products and services,
and creating growth within their
industries.
Industry Setting: Building materials
industries
Subjects: Building materials industry;
Competition; Energy; Marketing
planning; Marketing strategy
Length: 3p
List Price: $4.50

BH110
Title: Marketing to China's Youth: A
Cultural Transformation Perspective
Author(s): Gong, Wen; Li, Zhan G.; Li,
Tiger
Publication Date: 11/15/2004
Product Type: Business Horizons

Article
Publisher: Business Horizons/Indiana
University
Abstract: China's rapid transition to a
market economy has remolded society
culturally, especially when it comes to
young people between the ages of 5 and
24. Numbering over 400 million and
wielding increasing power and influence
over personal and household purchases,
these youths will determine the future
preferences and trends of the country's
consumer market. Thus, they represent
enormous market opportunities for
foreign companies. How important is this
dynamic market? Do the challenges
outweigh the attractions? And how best
can marketers appeal to these bolder,
more individualistic, more "Westernized"
young Chinese consumers?
Geographic Setting: China
Subjects: China; Consumer marketing;
Marketing strategy; Power & influence
Length: 10p
Year New: 2004

F0306B
Title: Marketing to Generation (R)
Author(s): Brown, Stephen
Publication Date: 06/01/2003
Product Type: Harvard Business
Review Article
Abstract: How do you market to
marketing-savvy consumers? According
to this professor, today's consumers,
ironically enough, appreciate the
authenticity of the old-fashioned, up-front
sales pitch.
Subjects: Customer relations; Marketing
planning; Marketing strategy; Sales
strategy
Length: 2p

2011
Title: Marketing to Women Around the
World (Hardcover)
Author(s): Bartos, Rena
Publication Date: 02/15/1988
Product Type: HBS Press Book
Abstract: Examines the demographics
and consumer behavior of women in
areas ranging from Europe and North
America to Latin America and the Far
East. Bartos' research will enable
marketers to target diverse segments of
female consumers in ten countries by
using a framework that combines such
basic demographics as employment and
marital status with the New
Demographics, which focus on attitudes
toward work.
Subjects: Demographics; International
marketing; Women
Length: 350p
List Price: $29.95

BH190
Title: Marketing: Who's Really Minding

the Store Globally?
Author(s): Ueltschy, Linda C.;
Herremans, Irene; Ryans, John K., Jr.
Publication Date: 03/15/2006
Product Type: Business Horizons
Article
Publisher: Business Horizons/Indiana
University
Abstract: In today's highly competitive
global marketplace, firms have
increasingly turned to outsourcing. In
fact, it is not just blue collar jobs being
outsourced, but white collar jobs, as well.
Even marketing, "the window to the
company's worldwide customer base," is
feeling outsourcing pressures. Takes a
look at the corporate implications of
outsourcing global marketing and reports
the findings of a telephone survey
conducted with U.S. and Canadian
marketing executives. U.S. firms were
found to outsource marketing activities
more frequently than Canadian firms,
often at the expense of control and
customer satisfaction.
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 10p
Year New: 2006

2387
Title: Markets of One: Creating
Customer-Unique Value through Mass
Customization (Hardcover)
Author(s): Gilmore, James; Pine, B.
Joseph, II
Publication Date: 01/27/2000
Product Type: HBS Press Book
Abstract: A Harvard Business Review
Book, edited and with an introduction by
James Gilmore and B. Joseph Pine, II.
This collection of ten Harvard Business
Review articles chronicles the evolution
of business competition from mass
markets to markets of one-in other
words, from creating standardized value
through mass production to creating
customer-unique value through mass
customization. The book examines many
of the resulting changes in approach to
strategy and operations--for example,
moving from pushing products to fulfilling
individual needs, moving from focusing
solely on market share to measuring
customer share, and moving from
marketing to the masses to cultivating
learning relationships with each
customer. Markets of One offers the best
of the leading thinkers on the topic,
exploring both the promise and pitfalls of
mass customization. Practical
applications are presented with
examples of leading companies who
successfully mass customize for markets
of one.
Subjects: Consumer marketing;
Customer service; Market analysis;
Market definition; Market positioning;

Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001ORDER TOLL FREE 1 • 800 • 545 • 7685

Marketing

10/30/10

286

Market research; Market selection;
Market structure; Marketing
management; Marketing planning;
Marketing strategy
Length: 240p
List Price: $29.95

593063
Title: Marks and Spencer P.L.C.: Food
Leadership in the 1990s
Author(s): Goldberg, Ray A.
Publication Date: 12/21/1992
Revision Date: 06/28/1993
Product Type: Case (Field)
Abstract: Marks and Spencer is being
challenged as profit and sales leader in
the U.K. food system. Can they remain a
niche food player?
Geographic Setting: Global
Industry Setting: Food industry; Retail
industry
Company Size: large
Number of Employees: 16,000
Gross Revenues: $9 billion revenues
Subjects: Agribusiness; International
marketing; Retailing; United Kingdom
Length: 48p

509029
Title: Marks and Spencer: Plan A
Author(s): Sanghavi, Nitin; Winig,
Laura; Bell, David E.
Publication Date: 01/05/2009
Product Type: Case (Field)
Abstract: Marks & Spencer initiated a
comprehensive approach to
sustainability (reduction of waste, carbon
emissions, fair trade) called Plan A.
Does it offer a competitive advantage?
Geographic Setting: United Kingdom
Industry Setting: Agribusiness; Retail
industry; Supermarkets
Gross Revenues: $18 billion
Event Year Start: 2008
Event Year End: 2008
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 23p

588065
Title: Marrying the "Sweet Spots"
Author(s): Shapiro, Benson P.
Publication Date: 06/24/1988
Revision Date: 09/01/1988
Product Type: Case (Gen Exp)
Abstract: Meant to raise issues of
product line management and to
encourage students to discuss why
companies want to make products
different than customers want to buy.
Set in the aluminum industry and
obviously "arm chaired" (not field
gathered). Asks students to understand
the philosophical issues behind "market
orientation" from several perspectives.
Geographic Setting: United States
Industry Setting: Aluminum industry
Company Size: large

Subjects: Economic analysis; Pricing;
Product lines; Product positioning
Length: 1p

503S74
Title: Marsh Supermarkets, Inc. (A):
The Marsh Super Study, Spanish
Version
Author(s): Burke, Raymond R.
Publication Date: 11/02/1993
Revision Date: 03/07/1995
Product Type: LACC Case
Abstract: In response to recent trends
in grocery retailing, Marsh Supermarkets
has completed an intensive 65-week
study of the activity at five superstores in
the Midwest. The study tracked the
sales, profits, space, and promotion
dynamics of the entire store: dry
grocery, general merchandise, health
and beauty care, and perishables.
(These data are provided in the case
exhibits.) Management hoped the study
would provide insights on how and why
products sell, identify product categories
of greatest strategic importance, and
spot inefficiencies in store operations.
Geographic Setting: Indianapolis, IN
Industry Setting: Grocery stores; Retail
industry
Company Size: large
Gross Revenues: $1 billion revenues
Subjects: Consumer behavior; Market
research; Retailing; Sales promotions;
Supermarkets
Length: 21p

594042
Title: Marsh Supermarkets, Inc. (A):
The Marsh Super Study
Author(s): Burke, Raymond R.
Publication Date: 11/02/1993
Revision Date: 03/07/1995
Product Type: Case (Field)
Abstract: In response to recent trends
in grocery retailing, Marsh Supermarkets
has completed an intensive 65-week
study of the activity at 5 superstores in
the midwest United States. The study
tracked the sales, profits, space, and
promotion dynamics of the entire store:
dry grocery, general merchandise,
health and beauty care, and perishables.
(These data are provided in the case
exhibits.) Management hoped the study
would provide insights on how and why
products sell, identify product categories
of greatest strategic importance, and
spot inefficiencies in store operations.
May be used with: (595039) Marsh
Supermarkets, Inc. (B): The Entry of
Meijer Supercenters.
Geographic Setting: Indianapolis, IN
Industry Setting: Grocery stores; Retail
industry
Company Size: large
Gross Revenues: $1 billion revenues
Subjects: Consumer behavior; Market

research; Retailing; Sales promotions;
Supermarkets
Length: 20p

595039
Title: Marsh Supermarkets, Inc. (B):
The Entry of Meijer Supercenters
Author(s): Burke, Raymond R.
Publication Date: 10/18/1994
Revision Date: 03/20/1995
Product Type: Case (Field)
Abstract: The Marsh chain of
supermarkets is challenged by the entry
of Meijer Supercenters into the
Indianapolis market. Marsh management
must decide how to select, price,
promote, and merchandise its products
in order to retain the loyalty of its
customers and maintain profitability. May
be used with: (594042) Marsh
Supermarkets, Inc. (A): The Marsh
Super Study.
Geographic Setting: Indianapolis, IN
Industry Setting: Grocery stores; Retail
industry
Company Size: large
Gross Revenues: $1 billion revenues
Subjects: Consumer behavior; Market
research; Retailing; Sales promotions;
Supermarkets
Length: 6p

903A19
Title: Marshalls International, Inc.
Author(s): Pearce, Michael R.; Amini,
Samira
Publication Date: 10/20/2003
Product Type: Case (Field)
Publisher: Richard Ivey School of
Business/UWO
Abstract: Warners Inc. is a world-
leading packaged goods company that
supplies a large number of packaged
goods to Marshalls International Inc., a
leading mass merchandiser. The health
and beauty category manager at
Warners has been asked to examine its
hair care category for opportunities to
allow Marshalls to achieve a leadership
position in the category among its
competitors. He must examine the
leading retailers in the category and their
marketing strategies and compare them
to Marshalls' strategy.
Geographic Setting: United Kingdom
Industry Setting: Service industries
Company Size: large
Subjects: Competition; Consumer
marketing; Cosmetics; Distribution;
Marketing strategy; United Kingdom
Length: 14p
Supplementary Materials: Teaching
Note, (803A19), 9p, by Michael R.
Pearce, Samira Amini
Year New: 2004

501080
Title: Martha Stewart Living Omnimedia

Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001ORDER TOLL FREE 1 • 800 • 545 • 7685

Marketing

10/30/10

287

(A)
Author(s): Fournier, Susan; Winig,
Laura; Herman, Kerry; Wojnicki, Andrea
Publication Date: 04/24/2001
Revision Date: 07/30/2002
Product Type: Case (Library)
Abstract: Martha Stewart Living
Omnimedia (MSLO), a branded and
integrated content and media company
dedicated to "elevating the role of the
homemaker," went public on October 19,
1999, creating a company with a market
value of $1.73 billion, and a stake for
Stewart worth $1.2 billion. Aretha
Jackson, president of a private
investment firm, must counsel a client on
whether to invest in MSLO--a precarious
prospect in light of the steady downward
plunge in MSLO stock performance
since the IPO. Risks outlined in the
company's S-1 filing also highlighted
special concerns specific to the
management of the "Person-Brand."
Could the company outlive Stewart?
What if Stewart's reputation or image
was tarnished? How, exactly, did the
reputation of Stewart affect the value of
the brand? Jackson must understand
what meanings Martha Stewart claimed,
and for whom, while also coming to grips
with the meaning-management
principles that applied in "managing
Martha," the person and the brand. From
a cultural meaning-management point of
view, the person-brand context is unique
in that it must consider two significant
sources of meaning, both of which must
be managed: 1) the public (the brand
face) and 2) the private (the person
face). Also considers the special
meaning-management issues involved
with multivocality of the brand
proposition: i.e., the embodiment of
multiple, and perhaps conflicting,
meanings within one brand for various
consumer audiences. This is an
important meaning-management theme
as it involves MSLO's engagements with
K-Mart and the formulation of future line
extension ideas.
Geographic Setting: United States
Industry Setting: Media
Number of Employees: 500
Subjects: Brand equity; Brand
management; Brands; Consumer
behavior; Merchandising
Length: 32p
Supplementary Materials: Supplement
(Library), (501079), 7p, by Susan
Fournier, Laura Coleman; Teaching
Note, (502003), 16p, by Susan Fournier

504S35
Title: Martha Stewart Living Omnimedia
(A), Spanish Version
Author(s): Fournier, Susan; Winig,
Laura; Herman, Kerry; Wojnicki, Andrea
Publication Date: 04/24/2001

Revision Date: 07/30/2002
Product Type: LACC Case
Abstract: Martha Stewart Living
Omnimedia (MSLO), a branded and
integrated content and media company
dedicated to "elevating the role of the
homemaker," went public on October 19,
1999, creating a company with a market
value of $1.73 billion, and a stake for
Stewart worth $1.2 billion. Aretha
Jackson, president of a private
investment firm, must counsel a client on
whether to invest in MSLO--a precarious
prospect in light of the steady downward
plunge in MSLO stock performance
since the IPO. Risks outlined in the
company's S-1 filing also highlighted
special concerns specific to the
management of the "Person-Brand."
Could the company outlive Stewart?
What if Stewart's reputation or image
was tarnished? How, exactly, did the
reputation of Stewart affect the value of
the brand? Jackson had to understand
what meanings Martha Stewart claimed,
and for whom, while also coming to grips
with the meaning-management
principles that applied in "managing
Martha," the person and the brand. From
a cultural meaning-management point of
view, the person-brand context is unique
in that it must consider two significant
sources of meaning, both of which must
be managed: 1) the public (the brand
face) and 2) the private (the person
face). Also considers the special
meaning-management issues involved
with multivocality of the brand
proposition: i.e., the embodiment of
multiple, and perhaps conflicting,
meanings within one brand for various
consumer audiences. This is an
important meaning-management theme
as it involves MSLO's engagements with
K-Mart and the formulation of future line
extension ideas.
Geographic Setting: United States
Industry Setting: Media
Number of Employees: 500
Subjects: Brand equity; Brand
management; Brands; Consumer
behavior; Merchandising
Length: 35p
Supplementary Materials: LACC
Supplement, (504S36), 9p, by Susan
Fournier, Laura Coleman
Year New: 2004

501079
Title: Martha Stewart Living Omnimedia
(B)
Author(s): Fournier, Susan; Coleman,
Laura
Publication Date: 04/24/2001
Revision Date: 06/12/2001
Product Type: Supplement (Library)
Abstract: Supplements the (A) case.
Must be used with: (501080) Martha

Stewart Living Omnimedia (A).
Subjects: Brands; Consumer behavior
Length: 7p
Supplementary Materials: Teaching
Note, (502003), 16p, by Susan Fournier

504S36
Title: Martha Stewart Living Omnimedia
(B), Spanish Version
Author(s): Fournier, Susan; Coleman,
Laura
Publication Date: 04/24/2001
Revision Date: 06/12/2001
Product Type: LACC Supplement
Abstract: Supplements the (A) case.
Must be used with: (504S35) Martha
Stewart Living Omnimedia (A), Spanish
Version.
Subjects: Brands; Consumer behavior
Length: 9p
Year New: 2004

505001
Title: Marvel Enterprises, Inc.
Author(s): Elberse, Anita
Publication Date: 11/14/2004
Revision Date: 05/05/2005
Product Type: Case (Field)
Abstract: The management team of
Marvel Enterprises, known for its
universe of superhero characters that
includes Spider-Man, the Hulk, and X-
Men, must reevaluate its marketing
strategy. In June 2004, only six years
after the company emerged from
bankruptcy, Marvel has amassed a
market value of more than $2 billion.
Originally known as a comic book
publisher, the company now also has
highly profitable toy, motion picture, and
consumer products licensing operations.
However, doubts about Marvel's
business model and its growth potential
continue to exist. Had Marvel's winning
streak been just a fluke? Was marvel's
success dependent on a limited set of
blockbuster characters, most notably
Spider-Man, and should Marvel continue
to capitalize on those characters? Or
was it time to seek growth in a larger set
of lesser known characters? In exploring
growth opportunities, was it wise for
Marvel to venture outside its current
business model and move into more
capital-intensive activities? What
marketing strategy would allow Marvel to
sustain its success in the coming years?
Includes color exhibits.
Geographic Setting: United States
Industry Setting: Publishing industry
Number of Employees: 200
Gross Revenues: $350 million
revenues
Event Year Start: 2004
Event Year End: 2004
Subjects: Brand management;
Entertainment industry; Growth strategy;
Intellectual property; Licensing;

Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001ORDER TOLL FREE 1 • 800 • 545 • 7685

Marketing

10/30/10

288

Marketing strategy
Length: 20p
Supplementary Materials: Teaching
Note, (505073), 21p, by Anita Elberse
Year New: 2005

505S15
Title: Marvel Enterprises, Inc., Spanish
Version
Author(s): Elberse, Anita
Publication Date: 11/14/2004
Revision Date: 01/13/2005
Product Type: LACC Case
Abstract: The management team of
Marvel Enterprises, known for its
universe of superhero characters that
includes Spider-Man, the Hulk, and X-
Men, must reevaluate its marketing
strategy. In June 2004, only six years
after the company emerged from
bankruptcy, Marvel has amassed a
market value of more than $2 billion.
Originally known as a comic book
publisher, the company now also has
highly profitable toy, motion picture, and
consumer products licensing operations.
However, doubts about Marvel's
business model and its growth potential
continue to exist. Had Marvel's winning
streak been just a fluke? Was marvel's
success dependent on a limited set of
blockbuster characters, most notably
Spider-Man, and should Marvel continue
to capitalize on those characters? Or
was it time to seek growth in a larger set
of lesser known characters? In exploring
growth opportunities, was it wise for
Marvel to venture outside its current
business model and move into more
capital-intensive activities? What
marketing strategy would allow Marvel to
sustain its success in the coming years?
Geographic Setting: United States
Industry Setting: Publishing industry
Number of Employees: 200
Gross Revenues: $350 million
revenues
Event Year Start: 2004
Event Year End: 2004
Subjects: Brand management;
Entertainment industry; Growth strategy;
Intellectual property; Licensing;
Marketing strategy
Length: 21p
Year New: 2007

9-507-P01
Title: Marvel Enterprises, Inc.,
Portuguese Version
Author(s): Elberse, Anita
Publication Date: 11/14/2004
Revision Date: 05/05/2005
Product Type: LACC Case
Abstract: The management team of
Marvel Enterprises, known for its
universe of superhero characters that
includes Spider-Man, the Hulk, and X-
Men, must reevaluate its marketing

strategy. In June 2004, only six years
after the company emerged from
bankruptcy, Marvel has amassed a
market value of more than $2 billion.
Originally known as a comic book
publisher, the company now also has
highly profitable toy, motion picture, and
consumer products licensing operations.
However, doubts about Marvel's
business model and its growth potential
continue to exist. Had Marvel's winning
streak been just a fluke? Was marvel's
success dependent on a limited set of
blockbuster characters, most notably
Spider-Man, and should Marvel continue
to capitalize on those characters? Or
was it time to seek growth in a larger set
of lesser known characters? In exploring
growth opportunities, was it wise for
Marvel to venture outside its current
business model and move into more
capital-intensive activities? What
marketing strategy would allow Marvel to
sustain its success in the coming years?
Includes color exhibits.
Geographic Setting: United States
Industry Setting: Publishing industry
Number of Employees: 200
Gross Revenues: $350 million
revenues
Event Year Start: 2004
Event Year End: 2004
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 22p
Year New: 2006

583068
Title: Mary Kay Cosmetics, Inc.:
Marketing Communications
Author(s): Quelch, John A.; Court, Alice
M.
Publication Date: 01/20/1983
Revision Date: 06/25/1985
Product Type: Case (Field)
Abstract: 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.
Geographic Setting: United States
Industry Setting: Cosmetic
Company Size: mid-size
Gross Revenues: $240 million sales
Subjects: Advertising; Communication;
Consumer marketing; Cosmetics;
Personal selling; Sales management
Length: 20p
Supplementary Materials: Teaching
Note, (583065), 12p, by John A. Quelch

505S09
Title: Mary Kay Cosmetics: Asian
Market Entry, Spanish Version
Author(s): Quelch, John A.; Laidler,
Nathalie
Publication Date: 09/22/2093

Revision Date: 07/26/1996
Product Type: LACC Case
Abstract: Executives at Mary Kay
Cosmetics are renewing opportunities to
enter the Japanese and/or Chinese
markets. The comparative opportunities
must be assessed and guidelines for
entry strategies must be determined.
Geographic Setting: Japan; China
Industry Setting: Cosmetic
Company Size: large
Gross Revenues: $800 million
revenues
Subjects: China; Cosmetics;
International marketing; Japan; Market
entry; Market research; Marketing
strategy
Length: 35p

594023
Title: Mary Kay Cosmetics: Asian
Market Entry
Author(s): Quelch, John A.; Laidler,
Nathalie
Publication Date: 09/22/1993
Revision Date: 07/26/1996
Product Type: Case (Field)
Abstract: Executives at Mary Kay
Cosmetics are renewing opportunities to
enter the Japanese and/or Chinese
markets. The comparative opportunities
must be assessed and guidelines for
entry strategies must be determined.
Geographic Setting: Japan; China
Industry Setting: Cosmetic
Company Size: large
Gross Revenues: $800 million
revenues
Subjects: China; Cosmetics;
International marketing; Japan; Market
entry; Market research; Marketing
strategy
Length: 35p
Supplementary Materials: Teaching
Note, (595073), 11p, by John A. Quelch

BESTSELLER

599077
Title: Mary Moore and Helmer Foods
Author(s): Deighton, John
Publication Date: 04/15/1999
Product Type: Case (Gen Exp)
Abstract: Presents a debate
surrounding the decision of a business
school graduate to join a major branded
foods company that is owned by a
cigarette manufacturer. Teaching
Purpose: Ethical dimensions of
marketing. Withdrawn 08/19/99.
Geographic Setting: United States
Industry Setting: Food processing
industry
Gross Revenues: $18 billion revenues
Subjects: Careers & career planning;
Ethics; Food processing industry;
Marketing management; Tobacco
industry

Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001ORDER TOLL FREE 1 • 800 • 545 • 7685

Marketing

10/30/10

289

Length: 6p

505011
Title: Mason Instrument, Inc., Part I
Author(s): Corey, E. Raymond;
Alexander PF
Publication Date: 11/10/1958
Revision Date: 12/18/1978
Product Type: Case (Field)
Abstract: Competitive bidding on a
government contract for an electronic
guidance control system for a guided
missile.
Industry Setting: Missiles
Event Year Start: 1958
Event Year End: 1958
Subjects: Communications equipment;
Competitive bidding; Contracts;
Industrial markets; Pricing
Length: 15p

587040
Title: Mason Instrument, Inc.--1986 (A):
Electronics Guidance System for the
Cherokee Missile
Author(s): Corey, E. Raymond
Publication Date: 07/08/1986
Revision Date: 05/18/1993
Product Type: Case (Field)
Abstract: Mason Instruments has
become a second source for the
electronics guidance system for a Navy
missile. The case decision involves
bidding in the third-round competition.
Geographic Setting: West Coast
Industry Setting: Weaponry
Company Size: large
Subjects: Competitive bidding;
Electronics; Pricing
Length: 11p
Supplementary Materials: Supplement
(Field), (587041), 2p, by E. Raymond
Corey; Supplement (Field), (587042),
1p, by E. Raymond Corey; Teaching
Note, (587043), 7p, by E. Raymond
Corey

587041
Title: Mason Instrument, Inc.--1986 (B):
Electronics Guidance System for the
Cherokee Missile
Author(s): Corey, E. Raymond
Publication Date: 07/08/1986
Revision Date: 05/18/1993
Product Type: Supplement (Field)
Abstract: Provides additional data
concerning the bid. Must be used with:
(587040) Mason Instrument, Inc.--1986
(A): Electronics Guidance System for
the Cherokee Missile.
Industry Setting: Electronics industry;
Military R&D
Subjects: Competitive bidding;
Electronics; Pricing
Length: 2p
Supplementary Materials: Teaching
Note, (587043), 7p, by E. Raymond

Corey

587042
Title: Mason Instrument, Inc.--1986 (C):
Electronics Guidance System for the
Cherokee Missile
Author(s): Corey, E. Raymond
Publication Date: 07/08/1986
Revision Date: 05/18/1993
Product Type: Supplement (Field)
Abstract: Part of a series on a bidding
situation involving missile guidance
systems. Must be used with: (587040)
Mason Instrument, Inc.--1986 (A):
Electronics Guidance System for the
Cherokee Missile.
Industry Setting: Electronics industry;
Military R&D
Subjects: Competitive bidding;
Electronics; Pricing
Length: 1p

8584SL
Title: Mass Affluence: Seven New
Rules for Marketing to Today's
Consumer, A Harvard Business School
Publishing Virtual Seminar CD, Multiuser
Author(s): Nunes, Paul F.
Publication Date: 12/01/2004
Product Type: Conference Audio
Abstract: Mass Affluence: Seven New
Rules for Marketing to Today's
Consumer, a Harvard Business School
Publishing virtual seminar CD, single
user. Produced in collaboration with the
American Marketing Association and
featuring Paul Nunes, executive
research fellow at Accenture's Institute
for High Performance Business and co-
author of the Harvard Business Review
article "Selling to the Moneyed Masses."
You may be missing extraordinary
opportunities to boost sales of your
products or services if you are relying on
outdated notions about affluence and
market segmentation. The "new middle
ground" of people with higher-than-
average incomes, yet short of being truly
rich, has become the hottest growth
opportunity the market has seen in some
time. This group of "mass affluents"
represents 49% of U.S. income but only
37% of consumption. That means there
is discretionary income ready to be
spent. What are the best practices in this
new middle ground? Paul Nunes and his
co-authors have researched this
phenomenon extensively and decoded it
to provide you with critical insights for
marketing to today's mass affluent
consumer. In this 90-minute
presentation, Nunes leads you through
how to reexamine how your customers
use your product, pay for it, and value it
as well as other key elements in tapping
into this exceptional market opportunity.
For information regarding multiuser site
licenses, call 1-800-795-5200. Outside

the United States and Canada, call 617-
782-7888.
Subjects: Consumer marketing; Growth
strategy; Marketing strategy
Length: 90 min
List Price: $349.00
Year New: 2004

8584CD
Title: Mass Affluence: Seven New
Rules for Marketing to Today's
Consumer, A Harvard Business School
Publishing Virtual Seminar CD, Single
User
Author(s): Nunes, Paul F.
Publication Date: 12/01/2004
Product Type: Conference Audio
Abstract: Mass Affluence: Seven New
Rules for Marketing to Today's
Consumer, a Harvard Business School
Publishing virtual seminar CD, single
user. Produced in collaboration with the
American Marketing Association and
featuring Paul Nunes, executive
research fellow at Accenture's Institute
for High Performance Business and co-
author of the Harvard Business Review
article "Selling to the Moneyed Masses."
You may be missing extraordinary
opportunities to boost sales of your
products or services if you are relying on
outdated notions about affluence and
market segmentation. The "new middle
ground" of people with higher-than-
average incomes, yet short of being truly
rich, has become the hottest growth
opportunity the market has seen in some
time. This group of "mass affluents"
represents 49% of U.S. income but only
37% of consumption. That means there
is discretionary income ready to be
spent. What are the best practices in this
new middle ground? Paul Nunes and his
co-authors have researched this
phenomenon extensively and decoded it
to provide you with critical insights for
marketing to today's mass affluent
consumer. In this 90-minute
presentation, Nunes leads you through
how to reexamine how your customers
use your product, pay for it, and value it
as well as other key elements in tapping
into this exceptional market opportunity.
Volume discounts and site license
pricing are also available. For
information, call 1-800-795-5200.
Outside the United States and Canada,
call 617-783-7888.
Subjects: Consumer marketing; Growth
strategy; Marketing strategy
Length: 90 min
List Price: $129.00
Year New: 2004

8584CF
Title: Mass Affluence: Seven New
Rules for Marketing to Today's
Consumer, A Harvard Business School

Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001ORDER TOLL FREE 1 • 800 • 545 • 7685

Marketing

10/30/10

290

Publishing Virtual Seminar, Registration
Fee
Author(s): Nunes, Paul F.
Publication Date: 12/01/2004
Product Type: Previous Conference
Abstract: Mass Affluence: Seven New
Rules for Marketing to Today's
Consumer, a Harvard Business School
Publishing virtual seminar produced in
collaboration with the American
Marketing Association, featuring Paul
Nunes, executive research fellow at
Accenture's Institute for High
Performance Business and co-author of
the Harvard Business Review article
"Selling to the Moneyed Masses." You
may be missing extraordinary
opportunities to boost sales of your
products or services if you are relying on
outdated notions about affluence and
market segmentation. The "new middle
ground" of people with higher than
average incomes, yet short of being truly
rich, has become the hottest growth
opportunity the market has seen in some
time. This group of "mass affluents"
represents 49% of U.S. income but only
37% of consumption. That means there
is discretionary income ready to be
spent. What are the best practices in this
new middle ground? Paul Nunes and his
co-authors have researched this
phenomenon extensively and decoded it
to provide you with critical insights for
marketing to today's mass affluent
consumer. In this interactive, 90-minute
presentation, he leads you through how
to reexamine how your customers use
your product, pay for it, and value it, as
well as other key elements in tapping
into this exceptional market opportunity.
Nunes welcomes your questions as part
of this interactive, 90-minute
presentation. To register, please go to
www.krm.com/newmasses
Subjects: Consumer marketing; Market
segmentation; Marketing strategy
Length: 90 min
List Price: $349.00
Year New: 2004

1962
Title: Mass Affluence: Seven New
Rules of Marketing to Today's Consumer
(Hardcover)
Author(s): Nunes, Paul F.; Johnson,
Brian
Publication Date: 07/29/2004
Product Type: HBS Press Book
Abstract: Forget mass customization
and microsegmentation. Winning in
today's business world requires a return
to an approach abandoned by marketing
experts decades ago. Mass marketing is
back, say Paul Nunes and Brian
Johnson--but with a new target and a
fresh approach that companies ignore at
their peril. Whereas the mass marketing

concepts of the 1950s consisted of
lowest common denominator strategies
aimed at the "middle class," Nunes and
Johnson argue that the rules of mass
marketing must be rewritten to appeal to
today's burgeoning mass of different--
and far more affluent--consumers. The
"moneyed masses" have more
disposable income than ever, and
research shows the richest among them
are not spending up to their potential--
thus creating a windfall of opportunity for
marketers. Based on extensive
consumer research, Mass Affluence
outlines seven new rules for capturing
this largely ignored market and reveals
how innovative companies are already
employing them to launch billion-dollar
industries in categories from oral care to
homebuilding to exotic automobiles. A
sea change in marketing is underway--
and future growth and profitability will
belong to the companies that woo and
win today's affluent mass market. Paul
Nunes is an Executive Research Fellow
at Accenture's Institute for High
Performance Business in Cambridge,
Massachusetts. Brian Johnson is a
senior research analyst at Sanford C.
Bernstein & Co., an investment research
and management firm in New York City.
Subjects: Consumer behavior;
Consumer marketing; Demographics;
Innovation; Marketing strategy
Length: 288p
List Price: $32.95

582038
Title: MassNORML
Author(s): Clarke, Darrel G.
Publication Date: 07/25/1981
Revision Date: 07/30/1984
Product Type: Case (Field)
Abstract: A nonprofit organization seeks
to influence the legislative process for
legalizing marijuana usage by
performing a survey of voters opinions.
The case discusses sample bias and
basic statistics necessary to correctly
interpret the survey findings. Rewrite of
three earlier cases by D. Reibstein.
Geographic Setting: Massachusetts
Industry Setting: Government &
regulatory
Subjects: Interest groups; Market
research; Political process; Polls &
surveys; State government; Statistical
analysis
Length: 9p

593029
Title: Massachusetts General Hospital:
Cancer Research Center
Author(s): Goldberg, Ray A.; Stacey,
Eve
Publication Date: 09/15/1992
Revision Date: 10/14/1992
Product Type: Case (Field)

Abstract: The new head of the Cancer
Research Center at Massachusetts
General Hospital and Harvard Medical
School is faced with a changing source
of funds for research, as research
becomes more complex and cross-over
to other industries such as food and
nutrition becomes important. Teaching
Purpose: To indicate private/public role
in reseach for cancer and its relationship
to the food system.
Geographic Setting: United States
Industry Setting: Health care industry
Company Size: small
Number of Employees: 200
Gross Revenues: $30 million revenues
Subjects: Agribusiness; Health; Hospital
administration; Nonprofit organizations;
Research & development
Length: 13p

590009
Title: Massachusetts Lottery
Author(s): Smith, N. Craig; Quelch,
John A.; Lee, Ron
Publication Date: 09/07/1989
Revision Date: 01/25/1991
Product Type: Case (Library)
Abstract: Describes the role of state
lotteries, lottery marketing, and the
operation of the Massachusetts State
Lottery, including reference to
Massachusetts lottery advertising.
Highlights the success of state lotteries
while also noting growing criticism,
particularly of their advertising. Teaching
objectives: To consider 1) truth in
advertising, 2) the ethics of marketing
gambling, and 3) the marketing/public
policy interface.
Geographic Setting: Massachusetts
Industry Setting: Lottery
Gross Revenues: $1.4 billion sales
Subjects: Advertising; Ethics; Nonprofit
marketing; Public policy; State
government
Length: 8p
Supplementary Materials: Teaching
Note, (591075), 8p, by John A. Quelch,
N. Craig Smith; Case Video, (593501), 2
min, by Mass State Lottery

593501
Title: Massachusetts Lottery, Video
Author(s): Mass State Lottery
Publication Date: 06/07/1993
Product Type: Case Video
Abstract: Contains commercials that
permit instructors to discuss whether
Massachusetts Lottery uses appropriate
practices in its advertising. Must be used
with: (590009) Massachusetts Lottery.
Industry Setting: Advertising industry
Subjects: Advertising; Ethics; Nonprofit
marketing; Public policy; State
government
Length: 2 min

Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001ORDER TOLL FREE 1 • 800 • 545 • 7685

Marketing

10/30/10

291

List Price: $150.00

806127
Title: Massive Inc. (B)
Author(s): Gilbert, Clark; Winston,
Victoria W.; Lassiter, Joseph B., III
Publication Date: 03/10/2006
Revision Date: 02/01/2007
Product Type: Color Case
Abstract: An abstract is not available for
this product. May be used with:
(806126) Massive Inc. (A).
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 4p
Year New: 2006

500036
Title: MasterCard International: World
Championship Soccer Sponsorship
Author(s): Arnold, David J.; Lane, David
Publication Date: 10/22/1999
Revision Date: 07/31/2000
Product Type: Case (Field)
Abstract: MasterCard must decide
whether to renew the sponsorship of the
World Cup and other soccer events in
light of a 100% increase in the
sponsorship fee and a strategic
realignment by MasterCard. A rewritten
version of an earlier case.
Geographic Setting: Global
Industry Setting: Financial services
Number of Employees: 3,000
Gross Revenues: $651 million
revenues
Subjects: Financial services;
International marketing; Marketing
mixes; Sports
Length: 21p
Supplementary Materials: Teaching
Note, (502017), 10p, by David J. Arnold

506S32
Title: MasterCard and World
Championship Soccer, Spanish Version
Author(s): Quelch, John A.; Knoop,
Carin-Isabel
Publication Date: 02/24/1995
Revision Date: 11/13/1996
Product Type: LACC Case
Abstract: The MasterCard vice
president for global promotions and
other MasterCard executives are
appraising the results of MasterCard's
worldwide sponsorship of the 1994
World Cup soccer championship. They
must decide whether to commit to
sponsor the 1998 championship to be
held in France.
Geographic Setting: Global
Industry Setting: Credit card
Gross Revenues: $320 billion revenues
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 32p

Year New: 2007

595040
Title: MasterCard and World
Championship Soccer
Author(s): Quelch, John A.; Knoop,
Carin-Isabel
Publication Date: 02/24/1995
Revision Date: 11/13/1996
Product Type: Case (Field)
Abstract: The MasterCard vice
president for global promotions and
other MasterCard executives are
appraising the results of MasterCard's
worldwide sponsorship of the 1994
World Cup soccer championship. They
must decide whether to commit to
sponsor the 1998 championship to be
held in France.
Geographic Setting: Global
Industry Setting: Credit card
Company Size: large
Gross Revenues: $320 billion revenues
Subjects: Financial services;
International marketing
Length: 32p
Supplementary Materials: Teaching
Note, (598100), 15p, by John A. Quelch,
Christine Steinman

R0607F
Title: Match Your Sales Force Structure
to Your Business Life Cycle
Author(s): Zoltners, Andris A.; Sinha,
Prabhakant; Lorimer, Sally E.
Publication Date: 07/01/2006
Product Type: Harvard Business
Review Article
Abstract: Although companies devote
considerable time and money to
managing their sales forces, few focus
much thought on how the structure of
the sales force needs to change over the
life cycle of a product or a business.
However, the organization and goals of
a sales operation have to evolve as
businesses start up, grow, mature, and
decline if a company wants to keep
winning the race for customers.
Specifically, firms must consider and
alter four factors over time: the differing
roles that internal salespeople and
external selling partners should play, the
size of the sales force, its degree of
specialization, and how salespeople
apportion their efforts among different
customers, products, and activities.
These variables are critical because they
determine how quickly sales forces
respond to market opportunities,
influence sales reps' performance, and
affect companies' revenues, costs, and
profitability. In this article, the authors
use time-series data and cases to
explain how, at each stage, firms can
best tackle the relevant issues and get
the most out of their sales forces. During
start-up, smart companies focus on how

big their sales staff should be and on
whether they can depend on selling
partners. In the growth phase, they
concentrate on getting the sales force's
degree of specialization and size right.
When businesses hit maturity,
companies should better allocate
existing resources and hire more
general-purpose salespeople. Finally, as
organizations go into decline, wise sales
leaders reduce sales force size and use
partners to keep the business afloat for
as long as possible.
Geographic Setting: Chicago, IL;
United States
Industry Setting: Medical equipment &
device industry; Pharmaceutical industry;
Software industry
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 12p
Year New: 2006

593094
Title: MathSoft, Inc. (A)
Author(s): Rangan, V. Kasturi; Swartz,
Gordon
Publication Date: 04/30/1993
Revision Date: 07/18/1994
Product Type: Case (Field)
Abstract: MathSoft's VP of sales has
doubled the size of the company's direct
field sales force to support the launch of
a new, high-end workstation software
product priced at almost $9,000.
However, sales of the new product are
far below plan. At the same time, the VP
of marketing is calling for increased
magazine advertising to support sales of
the company's $349 personal computer
software product, which has been
marketed through a combination of
distributors, retailers, telephone sales,
and direct mail. The president of this
entrepreneurial company must
determine the appropriate channel
structure and communications programs
for MathSoft's current product line and
future growth. Illustrates the close
linkages and trade-offs between
industrial marketing channels and
communications methods and traces the
evolution of one company's hybrid
marketing channels. Also introduces
students to the use of advertising and
direct marketing in selling complex,
industrial products. For students who
have had a quantitative modeling
course, the case includes the output of a
market response model developed from
MathSoft's advertising and sales data.
Geographic Setting: Massachusetts
Industry Setting: Software industry
Company Size: small
Number of Employees: 45
Gross Revenues: $3 million revenues
Subjects: Advertising; Communication
strategy; Direct marketing; Distribution

Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001ORDER TOLL FREE 1 • 800 • 545 • 7685

Marketing

10/30/10

292

channels; Distribution planning;
Industrial markets; Software
Length: 24p
Supplementary Materials: Supplement
(Field), (593095), 3p, by V. Kasturi
Rangan, Gordon Swartz; Case Video,
(593518), 17 min, by Mathsoft

593518
Title: MathSoft, Inc. (A): Mathcad
Demonstration, Video
Author(s): Mathsoft
Publication Date: 05/07/1993
Product Type: Case Video
Abstract: Presents a demonstration of
MathSoft's software product. Must be
used with: (593094) MathSoft, Inc. (A);
(593095) MathSoft, Inc. (B).
Industry Setting: Advertising industry
Subjects: Advertising; Communication
strategy; Direct marketing; Distribution
channels; Distribution planning;
Industrial markets; Software
Length: 17 min
List Price: $150.00

593095
Title: MathSoft, Inc. (B)
Author(s): Rangan, V. Kasturi; Swartz,
Gordon
Publication Date: 04/30/1993
Revision Date: 06/15/1994
Product Type: Supplement (Field)
Abstract: Describes the president's
decision regarding MathSoft's marketing
channels and communications methods,
and the company's sales results during
the next five quarters. The (A) case
market response model is also updated.
Must be used with: (593094) MathSoft,
Inc. (A).
Industry Setting: Advertising industry
Subjects: Advertising; Communication
strategy; Direct marketing; Distribution
channels; Distribution planning;
Industrial markets; Software
Length: 3p
Supplementary Materials: Case Video,
(593518), 17 min, by Mathsoft

HKU768
Title: Mattel Toys - Made in China (A)
Author(s): Jackson, Graham; Xiubao,
Yu
Publication Date: 06/10/2008
Product Type: Case (Field)
Publisher: University of Hong Kong
Abstract: This three-part case study
relates to the 2007 product recalls of
toys manufactured in China for Mattel
Inc., the world's biggest toy maker. Part
(A) focuses on the recall of toys on 1
August, coated with lead paint. Part (B)
focuses on a subsequent double recall
involving production problems and
product design errors. Part (C) focuses
on the reactions of the Chinese
authorities and Mattel's subsequent

apology to China.
Industry Setting: Personal care
products; Toy industry
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 13p
Supplementary Materials: Supplement
(Field), (HKU770), 3p, by Graham
Jackson, Yu Xiubao; Supplement (Field),
(HKU772), 3p, by Graham Jackson, Yu
Xiubao; Teaching Note, (HKU769), 8p,
by Graham Jackson, Yu Xiubao

HKU770
Title: Mattel Toys - Made in China (B)
Author(s): Jackson, Graham; Xiubao,
Yu
Publication Date: 06/10/2008
Product Type: Supplement (Field)
Publisher: University of Hong Kong
Abstract: Supplement to (HKU768).
Must be used with: (HKU768) Mattel
Toys - Made in China (A).
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 3p
Supplementary Materials: Teaching
Note, (HKU769), 8p, by Graham
Jackson, Yu Xiubao; Supplement (Field),
(HKU772), 3p, by Graham Jackson, Yu
Xiubao

HKU772
Title: Mattel Toys - Made in China (C)
Author(s): Jackson, Graham; Xiubao,
Yu
Publication Date: 06/10/2008
Product Type: Supplement (Field)
Publisher: University of Hong Kong
Abstract: Supplement to (HKU768) and
(HKU770). Must be used with:
(HKU768) Mattel Toys - Made in China
(A); (HKU770) Mattel Toys - Made in
China (B).
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 3p
Supplementary Materials: Teaching
Note, (HKU769), 8p, by Graham
Jackson, Yu Xiubao

BH226
Title: Maximizing Customer Value Via
Mass Customized e-Consumer Services
Author(s): Grenci, Richard T.; Watts,
Charles A.
Publication Date: 03/15/2007
Product Type: Business Horizons
Article
Publisher: Business Horizons/Indiana
University
Abstract: While the Internet provides an
ideal marketplace for customized
services, its strategic potential has yet to
be fully realized. In particular, multi-seller
(or "cross retail") partnerships are the
key to a largely unexploited Internet
strategy for mass customizing bundles of

goods or services as value-added
solutions to individual customer needs.
Uses examples of mass customization
successes to advance cross retailing as
a comprehensive strategy that frames
current Web initiatives specifically in
terms of customer value. Exploiting the
strategy will necessitate an
understanding of the enablers and
dimensions of mass customized "e-
consumer services" (i.e., e-tail services,
as well as service-related consumer
products, that are defined and sold via
the Internet). The overall success of the
broader Internet marketplace will be
determined not just by industry-wide
cooperation, but also by the
development of rich standards that allow
for the highly customized bundling of
products. More importantly, service
providers will be differentiated by their
ability to employ powerful Web interfaces
within a strategy that comprehensively
supports and extends a customer-
controlled customization process.
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 10p
Year New: 2007

513083
Title: Maxwell House Division (A)
Author(s): Sultan, Ralph G.M.
Publication Date: 09/22/1967
Product Type: Case (Field)
Abstract: Involves product research.
With the aid of a linguistics consultant,
General Foods develops a new coffee
product.
Geographic Setting: White Plains, NY
Industry Setting: Coffee; Food industry
Gross Revenues: more than $1 billion
sales
Event Year Start: 1965
Event Year End: 1965
Subjects: Beverages; Consulting;
Market research; Product introduction;
Product lines; Sales promotions
Length: 34p

KEL112
Title: Maybelline Inc.: About Face
Author(s): Hennessy, Julie; Carter, Jill;
Tybout, Alice M.
Publication Date: 01/01/2004
Product Type: Case (Field)
Abstract: Maybelline is the world's
leading mass cosmetic company. It
enjoys tremendous success and a
commanding market share, particularly
in the eye makeup category. But
Maybelline also acknowledges a
weakness in the strategic face segment,
most notably in the profitable
foundations product lines. Approaches
the challenge of successfully growing
this important category by looking at
every aspect necessary to make this

Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001ORDER TOLL FREE 1 • 800 • 545 • 7685

Marketing

10/30/10

293

move, including: consumer marketing
strategy, consumer behavior and
purchasing patterns, demographic
analysis, segmentation and targeting,
product management, distribution
channels, pricing, advertising, and
understanding the competitive
environment.
Geographic Setting: United States
Industry Setting: Cosmetic
Gross Revenues: $1 billion revenues
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 28p
Year New: 2005

508025
Title: McDonald's
Author(s): Quelch, John A.; Herman,
Kerry
Publication Date: 08/10/2007
Revision Date: 04/03/2008
Product Type: Case (Field)
Abstract: An abstract is not available for
this product.
Geographic Setting: Global
Industry Setting: Fast food industry;
Restaurant industry
Number of Employees: 465,000
Gross Revenues: $21,586.4 million
revenues
Event Year Start: 2004
Event Year End: 2007
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 11p
Supplementary Materials: Teaching
Note, (508040), 12p, by John A. Quelch
Year New: 2007

M272A
Title: McDonald's Corp.:
Environmentalism (A)
Author(s): Lubetkin, Julie; Lattin, James
Publication Date: 01/01/1991
Revision Date: 02/01/1993
Product Type: Case (Library)
Publisher: Stanford University
Abstract: In 1976, McDonald's began a
move to abandon paper packaging in
favor of polystyrene plastic, based on
environmental impact reports that plastic
used less energy, represented less
landfill volume, and was recyclable. By
1990, public perceptions have shifted,
and McDonald's, facing pressure from
consumers and franchisees, needs to
determine the appropriate response to
its packaging problem. One possibility
under consideration is to enter into a
joint task force with the Environmental
Defense Fund to develop new policies
and actions related to solid waste
disposal. The case provides an
opportunity for students to contemplate
the roles and responsibilities of
marketing when facing environmental
issues.

Geographic Setting: United States
Industry Setting: Fast food industry
Gross Revenues: $17 billion revenues
Subjects: Environmental protection;
Fast food industry; Marketing
implementation; Packaging; Product
planning & policy; Recycling
Length: 14p
Supplementary Materials: Supplement
(Library), (M272B), 6p, by Julie Lubetkin,
James Lattin

M272B
Title: McDonald's Corp.:
Environmentalism (B)
Author(s): Lubetkin, Julie; Lattin, James
Publication Date: 01/01/1991
Revision Date: 02/01/1993
Product Type: Supplement (Library)
Publisher: Stanford University
Abstract: Supplements the (A) case.
Must be used with: (M272A)
McDonald's Corp.: Environmentalism
(A).
Industry Setting: Fast food industry
Subjects: Environmental protection;
Fast food industry; Marketing
implementation; Packaging; Product
planning & policy; Recycling
Length: 6p

503020
Title: McDonald's Russia: Managing a
Crisis
Author(s): Moon, Youngme; Herman,
Kerry
Publication Date: 10/21/2002
Revision Date: 01/08/2003
Product Type: Case (Field)
Abstract: In August 1998, George
Cohon, founder and senior chairman of
McDonald's Russia, is facing an
economic state of emergency. Russia is
in the midst of a severe currency crisis--
the ruble has plummeted in value,
creating massive inflation and
widespread economic disarray. Traffic in
the 26 restaurants has plummeted, and
Cohon is struggling to figure out how to
entice consumers back to McDonald's.
Cohon is debating two issues: whether
to raise prices and whether to add low-
priced items, such as cabbage soup, to
the menu.
Geographic Setting: Russia
Industry Setting: Fast food industry
Subjects: Advertising; Brands;
Consumer marketing; Customer
retention; Fast food industry;
International marketing; Marketing
strategy; Pricing; Russia
Length: 23p
NEW

391108
Title: McDonald's and the Environment
(A)
Author(s): Livesey, Sharon M.

Publication Date: 11/29/1990
Revision Date: 06/30/1993
Product Type: Case (Pub Mat)
Abstract: McDonald's decides to
withdraw its polystyrene plastic
packaging for sandwiches and
hamburgers after years of defending
itself against environmental critics. The
decision occurs in the midst of a six-
month Joint Task Force study, with the
nonprofit Environmental Defense Fund
(EDF), of McDonald's waste-
management practices. The company
has to decide how to position its about-
face announcement and its relationship
with EDF.
Geographic Setting: Oakbrook, IL
Industry Setting: Fast food industry
Company Size: large
Number of Employees: 500,000
Subjects: Environmental protection;
Management communication; Nonprofit
organizations; Packaging; Plastics;
Public relations; Social enterprise
Length: 33p
Supplementary Materials: Supplement
(Library), (393162), 3p, by Sharon M.
Livesey; Teaching Note, (393161), 18p,
by Sharon M. Livesey

393162
Title: McDonald's and the Environment
(B)
Author(s): Livesey, Sharon M.
Publication Date: 06/29/1993
Revision Date: 10/08/1993
Product Type: Supplement (Library)
Abstract: McDonald's announces its
decision to change from polystyrene
"clamshells" for its sandwich packaging
to a new paper wrap. Must be used with:
(391108) McDonald's and the
Environment (A).
Industry Setting: Plastics industry
Subjects: Environmental protection;
Management communication; Nonprofit
organizations; Packaging; Plastics;
Public relations; Social enterprise
Length: 3p
Supplementary Materials: Teaching
Note, (393161), 18p, by Sharon M.
Livesey

902A21
Title: McDonald's and the Hotel Industry
Author(s): Vandenbosch, Mark; Mark,
Ken
Publication Date: 12/13/2002
Product Type: Case (Library)
Publisher: Richard Ivey School of
Business/UWO
Abstract: McDonald's, one of the
world's strongest and most recognizable
brands, intends to extend its "world's
best quick service restaurant
experience" brand into the hotel industry
by launching a hotel in Illinois. An
industry observer examines the hotel

Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001ORDER TOLL FREE 1 • 800 • 545 • 7685

Marketing

10/30/10

294

venture's positioning options and the
McDonald's brand extension into a
different product class.
Geographic Setting: United States
Industry Setting: Restaurant industry
Company Size: large
Subjects: Brand management; Brands;
Fast food industry; Food; Hotels &
motels; Market analysis; Product
positioning
Length: 12p
Supplementary Materials: Teaching
Note, (802A21), 8p, by Mark
Vandenbosch, Ken Mark
Year New: 2004

UV0315
Title: McDonald's: The Arch Deluxe
Launch
Author(s): Parry, Mark; Yoshinobu,
Sato
Publication Date: 10/25/1996
Revision Date: 04/06/2000
Product Type: Case (Field)
Abstract: Students evaluate McDonald's
new Arch Deluxe hamburger, targeted to
adults, including the launch program and
the underlying marketing strategy in light
of the company's skills, resources, and
brand position.
Industry Setting: Fast food industry;
Food services
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 14p
Supplementary Materials: Teaching
Note, (UV0316), 11p, by Mark Parry
Year New: 2007

SMR264
Title: Measuring Brand Health to
Improve Top-Line Growth
Author(s): Berg, Julie Dexter;
Matthews, John M.; O'Hare, Constance
M
Publication Date: 10/01/2007
Product Type: Case (Field)
Abstract: To measure brand health
(and, contrary to conventional wisdom,
the authors contend, it can be
measured) is to obtain a 360-degree
view of a brand in its marketplace--a
wide-angle view of consumers and
competitors. What is required, they say,
is isolating underlying elements that
matter, measuring them, and linking
them to business performance. Based
upon quantitative survey data collected
in 2007 from consumers in large sectors
of the U.S. economy--food and grocery,
wireless services, and banking--drawn
from major geographic markets
nationwide, the authors offer a
statistically reliable set of brand-health
elements for companies to measure and
use as leading indicators of sales risk
and potential: brand leadership,
attractiveness, distinctiveness,

satisfaction, and liabilities. They then
map those elements to four revenue-
related expressions of customer
commitment: current customer
spending, risk of sales loss, revenue
momentum, and likelihood of referrals.
The resulting framework allows
marketers and investors to "connect the
dots" between key elements of brand
health and business performance and to
reconcile previously separate notions:
brand and operations, the short term and
the long term, investment and return. In
the research, the number of companies
consumers named as having strong
brands was surprisingly small. Fifteen
companies accounted for fully 50% of
the mentions and only three companies--
Apple, Coca-Cola, and Microsoft--
accounted for 25% of mentions. The
authors conclude with a set of best
practices that are implied by the brand-
health framework and also characterize
companies that are perceived as having
the strongest brands.
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 10p
Year New: 2007

507701
Title: Measuring Marketing Performance
Author(s): McGovern, Gail; Quelch,
John A.
Publication Date: 02/01/2007
Product Type: Case (Field)
Abstract: In many organizations,
marketing exists far from the executive
suite and the boardroom. This tutorial
instructs students how to improve the
link between high level corporate
strategy and the marketing function.
First, students are exposed to three
companies in which marketing programs
are tightly aligned with corporate
strategy. Second, students learn how to
create a marketing dashboard that can
reveal the true performance of their
companies' marketing activities. The
resulting dashboard can be used to
inform boards of directors and senior
leaders as to how well their marketing
efforts are supporting customers' needs.
Lastly, the tutorial takes students into the
Harvard Business School Executive
Education classroom, where they can
experience first-hand how other
executives learned to master the
marketing dashboard creation process.
Authorized faculty can request an exam
copy of a multimedia case by calling
800-545-7685 (outside the United States
and Canada, 617-783-7600). May be
used with: (504016) Starbucks:
Delivering Customer Service; (507031)
Marketing for Senior Executives, Notes
for Educators; (R0411D) Bringing
Customers into the Boardroom;

(F0503J) Outsourcing Marketing.
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 0p
Supplementary Materials: Teaching
Note, (507056), 9p, by Gail McGovern,
John A. Quelch

E163A
Title: Med-Mart: Transitioning the
Business Model (A)
Author(s): Lattin, James; Leslie, Mark;
Yurday, Erin
Publication Date: 07/14/2003
Product Type: Case (Field)
Publisher: Stanford University
Abstract: Peter Kelly became CEO of
Med-Mart, a home health supply
company, shortly after his search fund
acquired it in 1993. Unfortunately, at the
time of purchase, Med-Mart's sales
growth, inventories, and receivables had
been grossly overstated, leading to a
precarious financial situation once these
errors were discovered after the
acquisition was completed. During the
summer of 1995, Kelly hired Tim Martin
as Med-Mart's vice-president of sales to
boost sales and help rescue Med-Mart
from financial peril. However, Martin's
proposal to increase sales involved
refocusing Med-Mart from thousands of
products down to just a few high-margin
products, eliminating over 80% of current
revenues. Kelly was wary of
implementing such a drastic plan and
knew that success was wholly
dependent on the ability of the sales
force to increase sales of the few
remaining products dramatically. Kelly
thought they could reorient the sales
force to implement Med-Mart's proposed
change in strategy effectively by
changing the commission scheme.
Kelly's next step was to design this new
commission plan, considering the dollar
value and timing of commission
payments, as well as any thresholds,
caps, or ramping of commissions. He
wondered how the sales force would
react to a compensation revamp and
handle selling only one primary product.
Geographic Setting: United States
Industry Setting: Medical supplies
Number of Employees: 200
Gross Revenues: $18 million revenues
Subjects: Entrepreneurship; Health
services; Marketing strategy; Sales
compensation; Sales management;
Strategy implementation
Length: 19p
Supplementary Materials: Supplement
(Field), (E163B), 2p, by James Lattin,
Mark Leslie, Erin Yurday; Supplement
(Field), (E163C), 1p, by James Lattin,
Mark Leslie, Erin Yurday

NEW

Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001ORDER TOLL FREE 1 • 800 • 545 • 7685

Marketing

10/30/10

295

E163B
Title: Med-Mart: Transitioning the
Business Model (B)
Author(s): Lattin, James; Leslie, Mark;
Yurday, Erin
Publication Date: 07/14/2003
Product Type: Supplement (Field)
Publisher: Stanford University
Abstract: Supplements the (A) case.
Must be used with: (E163A) Med-Mart:
Transitioning the Business Model (A).
Industry Setting: Health services
Subjects: Entrepreneurship; Health
services; Marketing strategy; Sales
compensation; Sales management;
Strategy implementation
Length: 2p
NEW

E163C
Title: Med-Mart: Transitioning the
Business Model (C)
Author(s): Lattin, James; Leslie, Mark;
Yurday, Erin
Publication Date: 07/14/2003
Product Type: Supplement (Field)
Publisher: Stanford University
Abstract: Supplements the (A) case.
Must be used with: (E163A) Med-Mart:
Transitioning the Business Model (A).
Industry Setting: Health services
Subjects: Entrepreneurship; Health
services; Marketing strategy; Sales
compensation; Sales management;
Strategy implementation
Length: 1p
NEW

KEL012
Title: MedImmune: FluMist Introduction
Author(s): Calkins, Timothy; Changrani,
Rajnish
Publication Date: 01/01/2004
Revision Date: 08/13/2004
Product Type: Case (Pub Mat)
Abstract: Examines the launch of
FluMist, the first significant innovation in
influenza vaccines in over 50 years. The
head of sales and marketing for
MedImmune is working through the
launch plan for FluMist. In particular, he
is struggling with the question of how
best to position FluMist. To determine
the correct positioning, he has to
consider business objectives,
competitive set, differentiation, and
pricing.
Geographic Setting: United States
Industry Setting: Pharmaceutical
industry
Gross Revenues: $900 million
revenues (2002)
Event Year Start: 2003
Event Year End: 2003
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 4p
Supplementary Materials: Teaching

Note, (KEL013), 5p, by Timothy Calkins,
Rajnish Changrani
Year New: 2005

2066
Title: MedNet.com Confronts 'Click-
Through' Competition
Author(s): Young, Allegra
Publication Date: 04/20/2007
Product Type: Case
Abstract: In January 2007,
"MedNet.com" is a leading website that
provides science-based health
information free of charge to online
visitors. MedNet communicates with
traditional web journalism, interactive
software, and social media tools such as
blogs, video reports and virtual reality
tours. The site operates conservatively
within the government-regulated health
information market. MedNet's business
model relies on advertising sales,
primarily to pharmaceutical companies.
MedNet competes for advertising dollars
with large search engines, category
specific sites, and clinical trial sites. In
2007, large search engines charge for
"results," or "click throughs." Other sites,
such as online newspapers, charge for
impressions. Advertising campaigns
depend on numerous variables (an
efficient audience size, audience frame
of mind, willingness to complete a
transaction, etc.) In the face of fierce
advertising competition, MedNet is
forced to defend key elements of its
business model vis-a-vis a large search
engine. However, in defending the
advertising value MedNet delivers,
MedNet executives may be building the
case for why niche sites may be a better
investment for the advertiser's budget.
Industry Setting: Advertising industry;
E-commerce; Health care industry;
Pharmaceutical industry
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 12p
Supplementary Materials: Teaching
Note, (2067), 12p, by Allegra Young,
Michael L. Barretti
Year New: 2007

208S23
Title: MedNet.com Confronts 'Click-
Through' Competition, Spanish Version
Author(s): Young, Allegra
Publication Date: 04/20/2007
Product Type: LACC Case
Abstract: In January 2007,
"MedNet.com" is a leading website that
provides science-based health
information free of charge to online
visitors. MedNet communicates with
traditional web journalism, interactive
software, and social media tools such as
blogs, video reports and virtual reality
tours. The site operates conservatively

within the government-regulated health
information market. MedNet's business
model relies on advertising sales,
primarily to pharmaceutical companies.
MedNet competes for advertising dollars
with large search engines, category
specific sites, and clinical trial sites. In
2007, large search engines charge for
"results," or "click throughs." Other sites,
such as online newspapers, charge for
impressions. Advertising campaigns
depend on numerous variables (an
efficient audience size, audience frame
of mind, willingness to complete a
transaction, etc.) In the face of fierce
advertising competition, MedNet is
forced to defend key elements of its
business model vis-a-vis a large search
engine. However, in defending the
advertising value MedNet delivers,
MedNet executives may be building the
case for why niche sites may be a better
investment for the advertiser's budget.
Industry Setting: Advertising industry;
E-commerce; Health care industry;
Pharmaceutical industry
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 12p
Year New: 2007

599020
Title: MedSim
Author(s): Arnold, David J.; Brachfeld,
Dov
Publication Date: 11/02/1998
Revision Date: 06/01/1999
Product Type: Case (Field)
Abstract: An Israeli high-tech start-up
has developed an innovative simulator
which makes possible non-patient
training in medical ultrasound. The
marketing function moves to the United
States, the largest market, while other
functions remain in Israel. The case
describes a number of options for further
growth.
Geographic Setting: Global
Industry Setting: Health care industry
Number of Employees: 25
Gross Revenues: $2 million revenues
Subjects: Entrepreneurial management;
International marketing; Marketing
strategy
Length: 22p

IMD044
Title: Medi-Cult: Pricing a Radical
Innovation
Author(s): Rogers, Brian; Kumar,
Nirmalya
Publication Date: 01/01/1999
Revision Date: 01/06/2003
Product Type: Case (Field)
Publisher: IMD - International Institute
for Management Development
Abstract: Highlights the issues involved
in the launch of an infertility product and

Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001ORDER TOLL FREE 1 • 800 • 545 • 7685

Marketing

10/30/10

296

procedure that allows women to become
pregnant without having to undergo
unpleasant hormone stimulation or
experience dangerous side effects. In
bringing its product to market, Medi-Cult,
a small biotechnology company, must
deal with regulatory constraints, larger
competitors, and the challenges of
introducing a new product into the local
and global marketplace. Questions
raised are: Should the product be priced
according to its perceived value? Should
Medi-Cult pursue a penetration or
market skimming strategy in pricing the
new product? How will the contribution
margin be affected if a global, regional,
or multinational pricing strategy is
chosen? What are the ethical issues in
pricing pharmaceuticals?
Industry Setting: Biotechnology
industry; Pharmaceutical industry
Subjects: Biotechnology; Competition;
Ethics; International marketing; New
product marketing; Pharmaceuticals;
Product introduction; Regulation
Length: 13p
Supplementary Materials: Teaching
Note, (IMD045), 14p, by Nirmalya Kumar

NEW

582121
Title: Media Allocation Exercise
Author(s): Quelch, John A.
Publication Date: 06/04/1982
Revision Date: 05/15/1990
Product Type: Exercise
Abstract: Data on the breakdown of
advertising expenditures by media are
provided for 10 corporations. Students
must match the names of the 10
corporations against each media
allocation profile.
Industry Setting: Advertising industry
Subjects: Advertising; Advertising
media; Consumer marketing
Length: 2p
Supplementary Materials: Teaching
Note, (583063), 10p, by John A. Quelch

7859BC
Title: Media: Watchdog or Lapdog?--
Marketing, Politics, and the Media
Author(s): Quelch, John A.; Jocz,
Katherine
Publication Date: 12/28/2007
Product Type: HBS Press Chapter
Abstract: Is the modern media industry
living up to its role as a bulwark of
democracy and guardian of the public
interest? Private-sector media does
democratize access to news and
information via a proliferation of outlets
and products. However, consumer
demand for hard news is declining and
many display rising dissatisfaction with
the media's political coverage.
Ultimately, the fate of media depends
both on its status as a public good and

on market forces.
Industry Setting: Media;
Telecommunications industry
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 27p
List Price: $6.95

502006
Title: The Medicines Co.
Author(s): Gourville, John T.
Publication Date: 07/03/2001
Revision Date: 08/09/2005
Product Type: Case (Field)
Abstract: It is early 2001 and the
Medicines Co. just received FDA
approval to market Angiomax, a blood
thinner to be used during angioplasties
and heart procedures. It is intended to
be a better alternative to Heparin, an 80-
year-old drug that costs less then $10
per dose. The company believes it can
sell Angiomax for a much higher price
than Heparin--but how much more?
Angiomax also represents the first of
several drugs being developed under a
rather unique business model. The
company is in the business of "rescuing"
drugs that other companies have given
up on--i.e., they purchase or license the
rights to drugs that other companies
have halted development on, with the
intent of completing the development
process and bringing the drug to market.
With the success of Angiomax, the
company feels that this business model
has been validated.
Geographic Setting: Cambridge, MA
Industry Setting: Biotechnology
industry
Number of Employees: 150
Subjects: Biotechnology; Innovation;
Marketing strategy; Pharmaceuticals;
Pharmaceuticals industry; Pricing;
Technology
Length: 18p
Supplementary Materials: Teaching
Note, (502076), 20p, by John T.
Gourville

IMD048
Title: Mediquip S.A.
Author(s): Kashani, Kamran
Publication Date: 01/01/1998
Revision Date: 02/25/2003
Product Type: Case (Field)
Publisher: IMD - International Institute
for Management Development
Abstract: Describes the selling activities
of a sales engineer with respect to a key
account. The loss of the order for a CT
scanner provides the background for
analyzing the dynamics of the buying
situation and the salesman's handling of
it. The issues raised are: Who are the
cast of characters influencing the buying
decision? What seems to motivate
them? What sales strategy would be

appropriate? This is a revised version of
an earlier case.
Geographic Setting: Germany
Industry Setting: Diagnostic device
Subjects: Germany; Medical supplies;
Sales strategy; Sourcing
Length: 9p
Supplementary Materials: Teaching
Note, (IMD049), 13p, by Christopher
Lovelock

NEW

5770
Title: Meeting of the Minds: Creating
the Market-Based Enterprise
(Hardcover)
Author(s): Barabba, Vincent P.
Publication Date: 09/26/1995
Product Type: HBS Press Book
Abstract: Despite much talk of being
"market oriented," few companies have
harnessed the full range of their
capabilities to serve the customer. In
fact, the traditional organization of
corporate activities into separate
functions with marketing controlling
primary access to the customer has
widened the gulf of knowledge and
understanding between the enterprise
and its markets, and within the firm itself.
This book provides a practical blueprint
for creating dynamic, market-based
decision-making mechanisms that lead
to competitive advantage. Drawing on
his thirty years of executive experience
at Eastman Kodak, Xerox, General
Motors, and in the public sector, Vincent
P. Barabba demonstrates that when
companies use systems thinking to view
customers and the market as an
extension of the firm, they achieve a
meeting of the minds--creating value for
customer, community, and enterprise.
Barabba rejects the path of
organizational restructuring and instead
presents a unique framework for creating
unity of knowledge and purpose across
functions and for linking them with the
markets they serve.
Subjects: Decision making; Market
analysis; Market research; Marketing
management; Marketing organization;
Marketing strategy; Product
development; Systems design
Length: 272p
List Price: $27.95

86205
Title: Megamarketing
Author(s): Kotler, Philip
Publication Date: 03/01/1986
Product Type: Harvard Business
Review Article
Abstract: Because of the growing
number of domestic and international
markets blocked by high entry barriers,
companies need to master the art of
favorably influencing parties other than

Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001ORDER TOLL FREE 1 • 800 • 545 • 7685

Marketing

10/30/10

297

target consumers. In addition to the four
Ps of marketing strategy - product, price,
place, and promotion - executives must
add power and public relations.
Megamarketing is the strategically
coordinated application of economic,
psychological, political, and public
relations skills to gain the cooperation of
a number of parties in order to enter
and/or operate in a given market.
Subjects: International marketing;
Marketing implementation; Marketing
strategy; Power & influence; Public
relations
Length: 8p

904A29
Title: Megawheels Inc.
Author(s): Hardy, Kenneth G.;
Robertson, Darroch A.; Chandrasekhar,
Ramasastry
Publication Date: 01/05/2005
Revision Date: 01/11/2005
Product Type: Case (Field)
Publisher: Richard Ivey School of
Business/UWO
Abstract: The new CEO of a struggling
dot-com is faced with high costs and
slow revenue generation--it has spent
$20 million Canadian dollars, and
profitability was not yet in sight.
Fortunately, his venture capital company
was still willing to advance funds and he
believed that he could secure some
"elephant" deals to save the enterprise.
Another option was to chase smaller
deals for immediate cash. In what
priority should he attack his strategic
issues and, in particular, what size and
type of selling opportunities should he
pursue?
Geographic Setting: Europe; North
America
Industry Setting: Internet & online
services industries
Subjects: Information technology;
Internet; Marketing strategy; Sales
strategy
Length: 24p
Supplementary Materials: Teaching
Note, (804A29), 5p, by Kenneth G.
Hardy, Darroch A. Robertson,
Ramasastry Chandrasekhar
Year New: 2005

504008
Title: Meloche Monnex
Author(s): Wathieu, Luc; Morris, Kevin
Publication Date: 07/07/2003
Revision Date: 08/14/2003
Product Type: Case (Field)
Abstract: Meloche Monnex is
outperforming industry growth and
profitability, thanks to its focus on affinity
groups (mostly university alumni) and
innovative telemarketing techniques.
Should e-mail marketing play a greater
role in the customer acquisition process,

as suggested by a recent field
experiment? Should prospects receive
incentives such as entry in a lottery for a
luxury car? Should advertising
emphasize the company's actual price
competitiveness more? In the process of
helping Senior Vice-President of
Marketing Pierre Melancon make these
three (apparently) tactical decisions,
students quickly discover the force and
intricacies of a powerful niche strategy,
while familiarizing themselves with a
fascinating industry context and a range
of innovative marketing techniques,
which are richly illustrated. May be used
with: (R0109K) Boost Your Marketing
ROI with Experimental Design.
Geographic Setting: Quebec
Industry Setting: Insurance industry
Number of Employees: 1,450
Gross Revenues: $635 million
Canadian dollars reven
Subjects: Direct marketing; Innovation;
Marketing strategy
Length: 16p
Supplementary Materials: Teaching
Note, (506068), 8p, by Luc Wathieu

NEW

500078
Title: Merck-Medco (B)
Author(s): Rangan, V. Kasturi
Publication Date: 02/04/2000
Product Type: Case (Field)
Abstract: Updates the position of the
other pharmacy benefit managers in this
market and brings to focus the Internet
opportunities for Merck-Medco.
Teaching Purpose: To illustrate the
channels evolution and transformation in
the pharmaceutical industry. May be
used with: (598091) Merck-Medco:
Vertical Integration in the
Pharmaceutical Industry.
Geographic Setting: United States
Industry Setting: Pharmaceutical
industry
Company Size: Fortune 500
Gross Revenues: $15 billion revenues
Subjects: Acquisitions; Distribution
channels; Distribution planning;
Marketing strategy; Pharmaceuticals;
Vertical integration
Length: 8p

9-507-P04
Title: Merck-Medco: Vertical
Integration in the Pharmaceutical
Industry, Portuguese Version
Author(s): Rangan, V. Kasturi; Bell,
Marie
Publication Date: 02/13/1998
Revision Date: 05/29/1998
Product Type: LACC Case
Abstract: Records the analyses and
actions taken by Merck Pharmaceuticals
in its acquisition of Medco, a channel
intermediary (called "pharmacy benefit

manager"). While many of its
competitors seem to be faring poorly,
Merck seems to have managed the
Medco integration superbly.
Geographic Setting: United States
Industry Setting: Pharmaceutical
industry
Gross Revenues: $20 billion revenues
Subjects: NO
SUBJECTS(KEYWORDS)
Length: 36p
Year New: 2006

598091
Title: Merck-Medco: Vertical
Integration in the Pharmaceutical
Industry
Author(s): Rangan, V. Kasturi; Bell,
Marie
Publication Date: 02/13/1998
Revision Date: 05/29/1998
Product Type: Case (Field)
Abstract: Records the analyses and
actions taken by Merck Pharmaceuticals
in its acquisition of Medco, a channel
intermediary (called "pharmacy benefit
manager"). While many of its
competitors seem to be faring poorly,
Merck seems to have managed the
Medco integration superbly. May be
used with: (500078) Merck-Medco (B).
Geographic Setting: United States
Industry Setting: Pharmaceutical
industry
Company Size: Fortune 500
Gross Revenues: $20 billion revenues
Subjects: Acquisitions; Distribution
channels; Distribution planning;
Marketing strategy; Pharmaceuticals;
Vertical integration
Length: 31p
Supplementary Materials: Teaching
Note, (598147), 7p, by V. Kasturi
Rangan, Marie Bell

M241
Title: Meredith Corp.: Running Out of
Gas
Author(s): Davis, Robert T.
Publication Date: 01/01/1986
Product Type: Case (Library)
Publisher: Stanford University
Abstract: Illustrates the need for a more
creative marketing strategy for an
existing company. Meredith makes and
sells a line of measuring instruments and
systems for the geophysical trade. While
taking pride in the quality of the firm's
technical and service skills, the
president/owner thinks the marketing
strategy needs a major overhaul.
Approaches followed by a broad range
of companies and some military
examples are studied to see if they spark
any new ideas.
Subjects: Instruments; Marketing
strategy; Sales strategy

Customer Service Department • 60 Harvard Way • Boston, MA 02163-1001ORDER TOLL FREE 1 • 800 • 545 • 7685

Marketing

10/30/10

298

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->