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When New Products and Customer Loyalty Collide
Maruca, Regina Fazio; Halliday, Amy L.Article HBS-93608-EMarketingIn this fictional case study, Henry Carson had thought it was time for his company, Pacer Athletic Shoes, to upgrade its standard offerings for the serious runner and expand into walking shoes. But after investing considerable resources in the effort, he's having second thoughts: the returns so far aren't good; old customers seem confused or, worse, annoyed; Pacer doesn't seem to be attracting new customers, despite a flashy marketing campaign; a...Starting at €8.20
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Provoque a sus clientes durante una crisis
Lay, Philip; Hewlin, Todd; Moore, GeoffreyArticle HBS-R0903CMarketingEste artículo incluye una vista previa de una página que resume rápidamente las ideas clave y proporciona una visión general de cómo los conceptos funcionan en la práctica, junto con sugerencias para la lectura adicional. A pesar de que los presupuestos discrecionales se están secando, algunos vendedores de B2B han encontrado una forma de llegar a los propietarios de recursos de sus clientes y les motive a comprar. Lo hacen mediante la identifica...Starting at €8.20
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In a Downturn, Provoke Your Customers
Lay, Philip; Hewlin, Todd; Moore, GeoffreyArticle HBS-R0903C-EMarketingThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Even as discretionary budgets are drying up, some B2B vendors have found a way to reach their customers' resource owners and motivate them to buy. They do this by identifying a thorny issue in the customer's company or industry and developing an original, compellin...Starting at €8.20