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How Brand Building and Performance Marketing Can Work Together
Brand management Magazine ArticleWith the right metrics, you can increase the return on both. -
Why Marketers Are Returning to Traditional Advertising
Sales & Marketing Digital ArticleSeven reasons companies are reinvesting in TV, radio, and print ads. -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
10 Ways to Boost Customer Satisfaction
Customer experience Digital ArticleTakeaways from an analysis of millions of consumer data points. -
How Brands and Influencers Can Make the Most of the Relationship
Brand management Magazine ArticlePaid promotions cause followers to desert. Here’s how to limit the damage. -
Research: How People Feel About Paying for Social Media
Sales & Marketing Digital ArticleA survey of U.S. residents asks whether new subscription services from Twitter, Facebook, Instagram, and Snapchat meet their expectations. -
Brands Are Behaving Like Organized Religions
Sales & Marketing Digital ArticleBut should they? -
8 Best Practices for Creating a Compelling Customer Experience
Customer strategy Digital ArticleTakeaways from an analysis of the American Customer Satisfaction Index. -
Research: The Pros and Cons of Soliciting Customer Reviews
Sales & Marketing Digital ArticleWhen it's worth it - and when it can backfire. -
Do Your Marketing Metrics Show You the Full Picture?
Sales & Marketing Digital ArticleHow to create a road map to ensure you're measuring what matters. -
4 Elements of a Successful Brand Refresh
Organizational transformation Digital ArticleFocus on products, narrative, pop culture, and customer needs. -
Negative Reviews Can Boost Sales Even More Than Positive Ones
Social marketing Magazine ArticleWhen people identify with a brand, they’ll defend it from attack. -
Closing the Gap Between Digital Marketing Spending and Performance
Marketing Digital ArticleHow marketers can maximize returns. -
Selling on TikTok and Taobao
Sales & Marketing SpotlightIn China, livestream commerce--selling products via live video on platforms such as Taobao and TikTok--will account for as much as 20% to 25% of online... -
Is Your Marketing Organization Ready for What's Next?
Sales & Marketing Magazine ArticleSweeping technological change has revolutionized marketing, while societal challenges have raised expectations about marketers' social performance. This... -
When CEOs Engage Directly with Customers
Customer experience Digital ArticleA look at the pros and cons. -
The Power of Small, Flexible Teams
Ed Gilligan, president of American Express Company, describes how a small, cross-functional team launched Small Business Saturday in three weeks. -
Choosing the Right Platform for Your Brand
Sales & Marketing Digital ArticleTo meet customers where they are, you can't beat selling on e-commerce juggernaut Amazon--or can you? This issue's Spotlight package examines the myriad... -
Why Sex and Violence Don't Sell
Sales & Marketing ResearchThey're distracting! (Probably.) -
How Tech Is Transforming Entry-Level, Customer-Facing Jobs
IT management Digital ArticleTakeaways from a survey of more than 800 customer service reps.
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Amanda and Kristen: Mented Cosmetics
Innovation & Entrepreneurship Case Study8.95View Details The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial... -
Mary Kay Inc.: Enriching Women's Lives while Embracing Change, Spanish Version
Sales & Marketing Case Study8.95View Details In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary... -
DesiFirangi.com: Building a Niche E-commerce Portal
Sales & Marketing Case Study8.95View Details DesiFirangi.com was an online women's apparel retailer in India. Started in November 2014, DesiFirangi catered to the fashion needs of modern Indian women... -
Green Gold -an Innovative Sustainable Mining Scheme, Spanish Version
Strategy & Execution Case Study8.95View Details AMICHOCÓ Foundation was a private non-profit organization operating since 1996 in the Colombian department of Chocó, one of the poorest in the country... -
Dumb Ways To Die: Advertising Train Safety (C)
Sales & Marketing Case Study5.00View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
Aravind Eye Hospital, Madurai, India: In Service for Sight, Portuguese Version
Sales & Marketing Case Study8.95View Details Starting as a modest 20-bed hospital, Aravind had grown into a 1,400-bed hospital complex by 1992. It had by then screened 3.65 million patients and performed... -
Facelift at Olay (A)
Sales & Marketing Case Study8.95View Details By October 2017, Procter & Gamble's skincare brand Olay has been struggling with declining sales for several years. The team has tried many remedies,... -
Destigmatizing Vocational and Technical Education in Singapore: A Multi-pronged Approach
Sales & Marketing Case Study8.95View Details The Institute of Technical Education (ITE) was established by the Singapore government as a post-secondary principal provider of vocational and technical... -
Cancer Screening in Japan: Market Research and Segmentation
Sales & Marketing Case Study8.95View Details Since founding CancerScan in 2008, Jun Fukuyoshi and Yoshiki Ishikawa had helped to improve cancer screening rates in Japan. Between 2005 and 2007, awareness... -
International Needs Canada: Transforming Child Sponsorship
Management Case Study8.95View Details In January 2022, the leaders of the Canadian charity organization International Needs Canada recognized that individual child sponsorship had serious... -
Sociable Labs A
Sales & Marketing Case Study8.95View Details Sociable Labs was conceived as a start-up business attempting to use friend recommendations to curate and recommend purchase opportunities on the internet.... -
Business Model Analysis for Entrepreneurs
Innovation & Entrepreneurship Case Study8.95View Details This note defines a business model and its major elements: a customer value proposition, a technology and operations management plan, a go-to-market plan,... -
Netflix Inc.: The Second Act - Moving Into Streaming
Sales & Marketing Case Study8.95View Details In late 2011, Netflix was migrating from its highly successful business model of delivering DVDs by mail to streaming movies and other media content directly... -
Social Media Marketing
Sales & Marketing Case Study8.95View Details This technical note describes the history and benefits of social media marketing and discusses the ways in which it differs from traditional marketing.... -
Thinking Outside the Wine Box (B): Mekanism and the Franz for Life Campaign
Sales & Marketing Case Study5.00View Details This case reveals the events that took place after the conclusion of the case "Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign."... -
Aphro Beverages
Innovation & Entrepreneurship Case Study8.95View Details This case focuses on distribution, sales, and product decisions as Aphro Beverages reaches an inflection point in its growth trajectory. In 2020, Aphro... -
ASOS PLC
Strategy & Execution Case Study8.95View Details Launched in 2000, ASOS was one of the world's largest online fashion specialists in 2016. Focusing on young consumers aged 16-25 years, the company offered... -
Facebook's Predicaments: Incidental, Inadvertent, or Intentional?
Management Case Study8.95View Details By October 2021, the US social media giant Facebook Inc. had been dominating the social media market globally with the highest number of active users.... -
ParticipACTION: A Social Marketing Challenge to Halt Canada's Obesity Epidemic
Sales & Marketing Case Study8.95View Details On July 12, 1971, Sport Participation Canada, a not-for-profit company, was established by the Canadian government to encourage Canadians to increase... -
Growth Hacking at Bazaart (B)
Innovation & Entrepreneurship Case Study5.00View Details Growth Hacking at Bazaart (B)" provides a brief update of what has transpired at Bazaart since the timing of "Growth Hacking at Bazaart (A).
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How Brand Building and Performance Marketing Can Work Together
Brand management Magazine ArticleWith the right metrics, you can increase the return on both. -
Why Marketers Are Returning to Traditional Advertising
Sales & Marketing Digital ArticleSeven reasons companies are reinvesting in TV, radio, and print ads. -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
10 Ways to Boost Customer Satisfaction
Customer experience Digital ArticleTakeaways from an analysis of millions of consumer data points. -
How Brands and Influencers Can Make the Most of the Relationship
Brand management Magazine ArticlePaid promotions cause followers to desert. Here’s how to limit the damage. -
Research: How People Feel About Paying for Social Media
Sales & Marketing Digital ArticleA survey of U.S. residents asks whether new subscription services from Twitter, Facebook, Instagram, and Snapchat meet their expectations. -
Amanda and Kristen: Mented Cosmetics
Innovation & Entrepreneurship Case Study8.95View Details The co-founders (Black HBS alumnae) of an e-commerce beauty startup explore the unmet needs within the beauty industry. This case study examines the entrepreneurial... -
Mary Kay Inc.: Enriching Women's Lives while Embracing Change, Spanish Version
Sales & Marketing Case Study8.95View Details In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary... -
DesiFirangi.com: Building a Niche E-commerce Portal
Sales & Marketing Case Study8.95View Details DesiFirangi.com was an online women's apparel retailer in India. Started in November 2014, DesiFirangi catered to the fashion needs of modern Indian women... -
Brands Are Behaving Like Organized Religions
Sales & Marketing Digital ArticleBut should they?