HBSP (USA)
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When Virtue Is a Vice (Spanish version)
Keinan, Anat; Kivetz, RanArticle HBS-F0807DMarketingChoosing duty over pleasure today can cause regret down the road-whereas regret over the reverse is fleeting. Marketers of luxury products and services should consider prompting customers to predict their future feelings about choices made now.Starting at €8.20
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Talk About Brand Strategy (Spanish version)
Mizik, Natalie; Jacobson, RobertArticle HBS-F0510JMarketingCommunicating your brand strategy to the financial community can boost share price, say Columbia Business School's Natalie Mizik and University of Washington Business School's Robert Jacobson.Starting at €8.20