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Get Your Act Together (Spanish version)
Argenti, Paul A.; Haley, Thea S.Article HBS-F0610EMarketingConsistent corporate communications depend less on specific organizational structures than on carefully designed strategy.Starting at €8.20
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What Serves the Customer Best? (HBR Case Study and Commentary)
Nunes, Paul F.; Driggs, Woodruff W.; Herman, David; Rayport, Jeffrey; Dull, Stephen; Scafido, JoeArticle HBS-R0610A-EMarketingAs president of Scotch whisky maker Glenmeadie, Bob Littlefield is pleased to see the results of his CMO's recent marketing initiatives. There are new interactive capabilities on the company's Web site, a product information call center, and numerous other customer interfaces designed to deepen consumers' connection to the brand. Thanks to these front-end innovations, sales are up--and largely because of more loyal purchasing behavior, research s...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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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