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How Low Will You Go? (HBR Case Study and Commentary)
Mobley, Mary Edie; Humphreys, John; Brown, John; Frank, Katherine; Narayandas, Das; Rousseau, DeniseArticle HBS-R0604A-EMarketingNo question, Galen McDowell knew how to sell. He quickly hooked a big-league outfit, Kinan Motors, as a potential customer. He invited their representatives to come take a tour of the company and, while they were in town, visit the Red Ruby Club. The Red Ruby? That's a strip club. Galen assured CEO Bob Carlton that it was upscale and full of businesspeople. He said his reps had often made use of the club to woo important accounts away from rivals...Starting at €8.20
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Keeping to the Fairway (HBR Case Study and Commentary) (Spanish version)
Waite, Thomas J.; Zyman, Sergio; Murphy, James E.; Skildum-Reid, Kim; Argenti, Paul A.Article HBS-R0304AMarketingSandy Michaels, chief marketing officer of financial services giant Pace Sterling, faces a tough dilemma now that the high-profile golf tournament her company sponsors has been tainted with controversy. The Dover Hill country club, where the prestigious Champions invitational is played, accepts only men as members. This year, a powerful women's organization has decided to make a bigger issue of that exclusivity. Under pressure from the Women's Ri...Starting at €8.20
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Building Loyalty in Business Markets (Spanish version)
Narayandas, DasArticle HBS-R0509HMarketingCompanies often apply consumer marketing solutions in business markets without realizing that such strategies only hamper the acquisition and retention of profitable customers. Unlike consumers, business customers inevitably need customized products, quantities, or prices. A company in a business market must, therefore, manage customers individually, showing how its products or services can help solve each buyer's problems. And it must learn to r...Starting at €8.20
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Keeping to the Fairway (HBR Case Study and Commentary)
Waite, Thomas J.; Zyman, Sergio; Murphy, James E.; Skildum-Reid, Kim; Argenti, Paul A.Article HBS-R0304A-EMarketingSandy Michaels, chief marketing officer of financial services giant Pace Sterling, faces a tough dilemma now that the high-profile golf tournament her company sponsors has been tainted with controversy. The Dover Hill country club, where the prestigious Champions invitational is played, accepts only men as members. This year, a powerful women's organization has decided to make a bigger issue of that exclusivity. Under pressure from the Women's Ri...Starting at €8.20