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Six Ways Marketing Can Change the World
Jocz, Katherine E.; Quelch, John A.Article ART-1540-EMarketingThe erosion of public trust in politics is partly due to some bad practices for which marketing is frequently blamed. By exposing the principles underlying good marketing, the authors show how managers can practice marketing that benefits consumers and social institutions. Doing so could go a long way toward restoring a sense of citizenship and also help democracy flourish in the process.Starting at €8.20
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Marketing Marijuana in Colorado, Teaching Note
Quelch, John A.Teaching Note HBS-515048-EMarketingTeaching note for case 515009.Starting at €0.00
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El marketing puede cambiar el mundo
Quelch, John A.; Jocz, Katherine E.Article ART-1540MarketingLa erosión de la confianza en la política responde en parte a algunas prácticas perniciosas de las que se suele culpar al marketing. Los autores explican los principios que sustentan el buen marketing e invitan a los directivos a hacerlos suyos para beneficiar a consumidores e instituciones sociales. Aplicándolos, pueden contribuir enormemente a restaurar el significado original del concepto de ciudadanía e impulsar, de paso, la democracia.Starting at €8.20
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Sensofar Tech: Leading or Following the Customer
Rodríguez Bouzo, Silvia; Nueno, José LuisCase M-1310-EEntrepreneurship, Innovation and Change, MarketingAt the beginning of 2013, Ferran Laguarta and Marc Canales, chairman and CEO of Sensofar-Tech (spin-off of the Polytechnic University of Catalonia, UPC), respectively, were reviewing how well the company was complying with the 2011-2015 Strategic Plan. The 2012 fiscal year had closed with 6 million in revenue (including subsidiary billing), a staff of 18 employees and an international business network with a global presence in the world's most i...Starting at €8.20
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Carinsa: innovando con el cliente
Rodríguez Bouzo, Silvia; Nueno, José LuisCase M-1311Entrepreneurship, Innovation and Change, MarketingPor selección estratégica, y haciendo de la necesidad virtud, Carinsa nació y se desarrolló en España sirviendo a las marcas nacionales que, por tamaño o por "contratos de exclusividad" con marcas multinacionales, eran despreciadas por los grandes de la industria como Givaudan, Firmenich e IFF, el top 3 de la industria, con una cuota de mercado del 45%. Esta estrategia de "invisibilidad" o escasa notoriedad le había reportado muy buenos resultado...Starting at €8.20
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Sensofar Tech: liderar o seguir al cliente
Rodríguez Bouzo, Silvia; Nueno, José LuisCase M-1310Entrepreneurship, Innovation and Change, MarketingA principios de 2013, Ferrán Laguarta y Marc Canales, presidente y director general de Sensofar Tech (spin-off de la Universidad Politécnica de Cataluña, UPC), respectivamente, revisaban el grado de cumplimiento del Plan Estratégico 2011-2015. El ejercicio 2012 se había cerrado con una cifra de negocio de 6 millones de euros (incluyendo la facturación de las filiales), una plantilla de 18 empleados, y una red comercial internacional con presencia...Starting at €8.20
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Global Brand Roll-Out (Spanish version)
Quelch, John A.; Labatt-Randle, JacquieCase HBS-511S14MarketingIn February 2005, Nigel Burton, in his third year as president of global oral care at Colgate-Palmolive Company (CP), had every reason to feel optimistic. Worldwide market shares were strong and Colgate Max Fresh (CMF), a new toothpaste that had helped drive Colgate to a record value share in the important U.S. market, was in the global pipeline for 2005. Burton had on his desk the proposed marketing launch plans for CMF in China and Mexico. Each...Starting at €8.20
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Royal Caribbean Cruises Ltd.: Safety, Environment and Health, Teaching Note
Quelch, John A.Teaching Note HBS-514101-EMarketingTeaching Note for 514069. In January 2014, Gary Bald, senior vice president of Safety, Environment and Health at Royal Caribbean Cruise Lines (RCL), prepared for a review meeting with the company's chief executive, Adam Goldstein, and chairman, Richard Fain. Prior to joining RCL in 2006, Bald had spent 28 years with the Federal Bureau of Investigation. After seven years of upgrading security for the cruise line, Bald stated, "We've come a long wa...Starting at €0.00
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Access Health CT: Marketing Affordable Care (A) & (B), Teaching Note
Quelch, John A.Teaching Note HBS-515014-EMarketingTeaching note for case 514119.Starting at €0.00
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Real Madrid Club de Fútbol
Quelch, John A.; Knoop C. I.; Nueno, José LuisCase M-1184MarketingEn junio de 2000, Florentino Pérez, un conocido empresario español, fue elegido presidente del Real Madrid, uno de los principales clubes de fútbol del mundo, con 101 años de antigüedad, propiedad de sus socios y con alrededor de 93 millones de hinchas en todo el mundo. Durante su campaña, Florentino Pérez prometió sanear las finanzas del club, realizar un fichaje estrella y extender la marca del club por el mundo entero a través de diferentes ca...Starting at €8.20