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Marlboro Friday (A) (Spanish version)
Silk, Alvin J.; Isaacson, BruceCase HBS-506S27MarketingOn April 2, 1993 Philip Morris USA launched an elaborate integrated program of consumer and retail promotions of unspecified duration that effectively slashed the retail price of its flagship brand, Marlboro, by 20% in the U.S. market. This program represented a major shift in strategy designed by Philip Morris to reverse the alarming declines in Marlboro's market share, which had occurred in the face of severe price competition from discount bra...Starting at €8.20
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Vistakon: Lentes de Contacto Desechables 1 Day Acuvue
Silk, Alvin J.; Isaacson, Bruce; Bell, MarieCase HBS-505S13MarketingVistakon, una filial independiente y empresarial de Johnson & Johnson, fue pionera en la producción y comercialización de lentes de contacto desechables con el lanzamiento de 1987 Acuvue, la primera lente de uso prolongado desechable - lentes de contacto blandas que los pacientes usen durante un periodo de menos de dos semanas y luego abandonan. En 1993, Acuvue era la marca líder de lentes de contacto blandas en Estados Unidos. En marzo de 1994, ...Starting at €8.20
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Transforming AMFAM
Khurana, Rakesh; Lal, Rajiv; Ross, CatherineCase HBS-508081-EMarketingTo maximize their effectiveness, color cases should be printed in color. On a winter day in December 2007 at the American Family Mutual Insurance Company (AMFAM) headquarters in Madison, Wisconsin, Dave Anderson and Jack Salzwedel remained in the conference room after the senior management meeting had concluded. Anderson, CEO of AMFAM since January 2007 and Salzwedel, named President in August 2006, reflected together on how far the company had c...Starting at €8.20
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Transforming AMFAM , Teaching Note
Khurana, Rakesh; Lal, RajivTeaching Note HBS-513079-EMarketingTeaching Note for 508081Starting at €0.00