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How Brand Building and Performance Marketing Can Work Together
Sales & Marketing Magazine ArticleMarketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer... -
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, Chinese Version
Sales & Marketing Digital ArticleTakeaways from an analysis of millions of consumer data points. -
How Brands and Influencers Can Make the Most of the Relationship
Sales & Marketing Magazine ArticleEven as companies devote increasing shares of their marketing budgets to paying social media influencers to tout their products, researchers know little... -
Does Influencer Marketing Really Pay Off?
Sales & Marketing Digital ArticleResearch finds seven variables that impact a campaign's effectiveness. -
Negative Reviews Can Boost Sales Even More Than Positive Ones
Sales & Marketing Magazine ArticleA new study shows that when customers identify with a brand, an attack from an "outsider" will spur them to defend it by purchasing it. -
How the Best Brand-Influencer Partnerships Reach Gen Z
Sales and marketing Digital ArticleFive lessons from companies leaning into the creator economy. -
Why Certain Things Go Viral
Technology & Operations VideoThe emotions that make us want to share. -
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. -
Closing the Gap Between Digital Marketing Spending and Performance
Marketing Digital ArticleHow marketers can maximize returns. -
Why Marketers Are Returning to Traditional Advertising
Marketing Digital ArticleSeven reasons companies are reinvesting in TV, radio, and print ads. -
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... -
The Power of Small, Flexible Teams, Chinese Version
Ed Gilligan, president of American Express Company, describes how a small, cross-functional team launched Small Business Saturday in three weeks. -
Put the "and" Back in "Sales and Marketing"
Sales & Marketing Digital ArticleHow these two important functions can work better together. -
How the Pandemic Changed Marketing Channels
Sales & Marketing Digital ArticleA new survey of more than 300 marketing leaders identified five key trends. -
Why Sex and Violence Don't Sell
Sales & Marketing ResearchThey're distracting! (Probably.) -
8 Best Practices for Creating a Compelling Customer Experience
Customer strategy Digital ArticleTakeaways from an analysis of the American Customer Satisfaction Index. -
When CEOs Engage Directly with Customers
Customer experience Digital ArticleA look at the pros and cons. -
A Good Digital Strategy Creates a Gravitational Pull
Strategy & Execution Digital ArticleThanks to social media, the most important influences on your business often happen when you aren't in the room. When people connect peer-to-peer, there... -
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...
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All Nippon Airways' "Blue Wing": Elevating Social Impact
Innovation & Entrepreneurship Case Study8.95View Details The Blue Wing Program at All Nippon Airways (ANA) is the brainchild of Akira Fukabori, a traditionally-trained aviation engineer with a passion for social... -
PSI India--Will Balbir Pasha Help Fight AIDS? (A)
Communication Case Study6.95View Details In 2002, Population Services International (PSI) was committed to curbing the growing HIV/AIDS epidemic in India. Sanjay Chaganti, program director of... -
In-housing Digital Marketing at Sprint Corp.
Sales & Marketing Case Study15.05View Details In the fall of 2019, Sprint's Chief Digital Officer Rob Roy reflected on the telecom's efforts to improve the effectiveness of its digital marketing campaigns.... -
vineyard vines and The Brotherhood of the Traveling Pants
Sales & Marketing Case Study8.95View Details This case, "vineyard vines and The Brotherhood of the Traveling Pants," introduces students to a unique partnership in the social media advertising world.... -
Marketing Reading: Consumer Behavior and the Buying Process, Spanish Version
Sales & Marketing Tool40.00View Details Core Curriculum Readings in Marketing cover fundamental concepts, theories, and frameworks in marketing. For classroom use in higher education, this Reading... -
The PCDA Project of Doctors Without Borders-Spain
Sales & Marketing Case Study8.95View Details "PCDA" is the Spanish acronym for Pastillas Contra el Dolor Ajeno (Pills for Other People's Pain).The case outlines the methods employed by the Spanish... -
KINEER: A SOCIAL MARKETING CHALLENGE
Sales & Marketing Case Study8.95View Details Kineer Services Limited (Kineer) was a social marketing startup set up in 2018 by Lakshmi Narayan Tripathi, a prominent Indian transgender, and Manish... -
Saving an Endangered Art: India's Handloom Heritage
Management Case Study8.95View Details The case is set in November 2021 and traces the journey of a unique women-led collective-Weavers Resource Bridge (led by Talish Ray and her fellow handloom... -
Aravind Eye Hospital, Madurai, India: In Service for Sight
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... -
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.... -
But, It's For a Good Cause
Sales & Marketing Case Study8.95View Details Companies have long tried to enhance consumers' perceptions of their firms and the products they sell in a variety of ways. Such efforts include the development... -
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... -
Experience! The Finger Lakes: The Groupon Partnership Decision
Sales & Marketing Case Study8.95View Details In 2010, Experience! The Finger Lakes (ExperienceFLX), a tour operator offering guided tours and concierge services in the Finger Lakes region of New... -
Zenxin Organic: From Brick and Mortar to Digital Retail
Sales & Marketing Case Study8.95View Details Set in July 2020, this case talks about ZENXIN Organic (Zenxin) - an organic farming company of fresh produce in Malaysia, and traces its evolution using... -
Taryn Rose Launches Dresr: Street Marketing a Luxury Brand
Innovation & Entrepreneurship Case Study14.00View Details Serial entrepreneur and shoe designer Taryn Rose, M.D., prepared to launch a new e-commerce platform, Dresr, which would connect shoppers with tastemakers... -
Thinking Outside the Wine Box (A): Mekanism and the Franz for Life Campaign
Sales & Marketing Case Study8.95View Details This case provides an overview of "Franz for Life," an advertising campaign that independent advertising agency Mekansim created and executed to revitalize... -
Dumb Ways To Die: Advertising Train Safety (A)
Sales & Marketing Case Study8.95View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
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... -
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... -
Cisco Systems: Launching the ASR 1000 Series Router Using Social Media Marketing
Sales & Marketing Case Study8.95View Details This case focuses on Cisco Systems' innovative probe-and-learn approach to using social media to launch its ASR 1000 Series Edge Router. The company had...
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How Brand Building and Performance Marketing Can Work Together
Sales & Marketing Magazine ArticleMarketers often worry that performance marketing and its focus on short-term sales is crowding out brand-building activities aimed at enhancing customer... -
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, Chinese Version
Sales & Marketing Digital ArticleTakeaways from an analysis of millions of consumer data points. -
How Brands and Influencers Can Make the Most of the Relationship
Sales & Marketing Magazine ArticleEven as companies devote increasing shares of their marketing budgets to paying social media influencers to tout their products, researchers know little... -
All Nippon Airways' "Blue Wing": Elevating Social Impact
Innovation & Entrepreneurship Case Study8.95View Details The Blue Wing Program at All Nippon Airways (ANA) is the brainchild of Akira Fukabori, a traditionally-trained aviation engineer with a passion for social... -
PSI India--Will Balbir Pasha Help Fight AIDS? (A)
Communication Case Study6.95View Details In 2002, Population Services International (PSI) was committed to curbing the growing HIV/AIDS epidemic in India. Sanjay Chaganti, program director of... -
In-housing Digital Marketing at Sprint Corp.
Sales & Marketing Case Study15.05View Details In the fall of 2019, Sprint's Chief Digital Officer Rob Roy reflected on the telecom's efforts to improve the effectiveness of its digital marketing campaigns.... -
vineyard vines and The Brotherhood of the Traveling Pants
Sales & Marketing Case Study8.95View Details This case, "vineyard vines and The Brotherhood of the Traveling Pants," introduces students to a unique partnership in the social media advertising world.... -
Facelift at Olay (A) & (B), Teaching Note
Sales & Marketing Digital ArticleTeaching note to to 521011, 521002, and 521701.