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Rethinking the 4 P's (Spanish version)
Ettenson, Richard; Conrado, Eduardo; Knowles, JonathanArticle HBS-F1301CMarketingThe traditional marketing mix--product, place, price, promotion--yields narrow strategies that are increasingly at odds with the imperative to deliver solutions. Marketers need to adopt a new framework focused on solutions, access, value, and education--SAVE.Starting at €8.20
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Rethinking the 4 P's
Ettenson, Richard; Conrado, Eduardo; Knowles, JonathanArticle HBS-F1301C-EMarketingThe traditional marketing mix--product, place, price, promotion--yields narrow strategies that are increasingly at odds with the imperative to deliver solutions. Marketers need to adopt a new framework focused on solutions, access, value, and education--SAVE.Starting at €8.20
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How Certainty Transforms Persuasion
Tormala, Zakary; Rucker, Derek D.Article HBS-R1509H-EMarketingCertainty profoundly shapes our behavior. The more certain we are of a belief--regardless of its objective correctness--the greater its influence will be on what we do. People who are certain of their opinions are more likely to buy, buy sooner, and spend more; more willing to recommend products; and more apt to resist challenges to their beliefs. Certainty is the catalyst that turns attitudes into action. Imagine that two customers flying Virgin...Starting at €8.20