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In Search of a Second Act (HBR Case Study)
Ofek, Elie; Avery, JillArticle HBS-R1304X-EMarketingRiding the popularity of a great first product is easy; finding the next one is hard. Written by Elie Ofek and Jill Avery, this fictional HBR Case Study features expert commentary by Gauri Nanda and Ravi Sawhney. For teaching purposes, this is the case-only version of the HBR case study. The commentary-only version is Reprint R1304Z. The complete case study and commentary is Reprint R1304M.Starting at €8.20
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Unlock the Mysteries of Your Customer Relationships
Avery, Jill; Fournier, Susan; Wittenbraker, JohnArticle HBS-R1407E-EMarketingDespite the $11 billion spent on CRM software annually, many consumer companies don't understand customer relationships at all. They aren't aware of the variety of relationship types and don't understand what kind their customers want. Through research in a wide variety of consumer industries, the authors have identified 29 types of relationships. For example, some customers want to be "best friends" with a brand; others are looking for a passion...Starting at €8.20
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The Rise of the Chief Marketing Technologist
Brinker, Scott; McLellan, LauraArticle HBS-R1407F-EMarketingMarketing is rapidly becoming one of the most technology-dependent functions in business. In response, a new type of executive is emerging--the chief marketing technologist. CMTs are part strategist, part creative director, part technology leader, and part teacher. They go by various titles, but they share a common job, intersecting with four key stakeholders in the organization: (1) The CMO and other senior marketing executives. Here, the CMT su...Starting at €8.20
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In Search of a Second Act (HBR Case Study and Commentary)
Ofek, Elie; Avery, JillArticle HBS-R1304M-EMarketingRiding the popularity of a great first product is easy; finding the next one is hard. Written by Elie Ofek and Jill Avery, this fictional HBR Case Study features expert commentary by Gauri Nanda and Ravi Sawhney. This HBR Case Study includes both the case and the commentary. For teaching purposes, this Reprint is also available in two other versions: case study-only, Reprint R1304X, and commentary-only, R1304Z.Starting at €8.20
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In Search of a Second Act (Commentary for HBR Case Study)
Ofek, Elie; Avery, JillArticle HBS-R1304Z-EMarketingRiding the popularity of a great first product is easy; finding the next one is hard. Written by Elie Ofek and Jill Avery, this fictional HBR Case Study features expert commentary by Gauri Nanda and Ravi Sawhney. For teaching purposes, this is the commentary-only version of the HBR case study. The case-only version is reprint R1304X. The complete case study and commentary is Reprint R1304M.Starting at €8.20
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Capitalizing on the Underdog Effect
Keinan, Anat; Avery, Jill; Paharia, NeeruArticle HBS-F1011B-EMarketingEveryone loves a scrappy underdog-and brands can profit from this positioning.Starting at €8.20