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HBSP (USA)
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Pricing to Create Shared Value
Bertini, Marco; Gourville, John T.Article HBS-R1206F-EMarketingMany companies are in competition with their customers to extract as much value as possible from every transaction. Pricing is their weapon of choice, and consumers fight back by rooting out and disseminating pricing policies that seem unfair. The problem is that companies generally think of value as a pie that is rightfully theirs. But value is not fixed, and it neither originates with nor belongs solely to the firm. Without a willing customer, ...Starting at €8.20
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Advertising Analytics 2.0
Nichols, WesArticle HBS-R1303C-EMarketingMost marketers think they know how their advertising affects consumer behavior and drives revenue. They correlate sales data with a few dozen discrete variables, and they rely on consumer surveys, focus groups, media-mix models, and online last-click attribution. But to treat advertising touch points as if each works in isolation is to misrepresent the way today's complex combination of marketing efforts influences purchasing outcomes. MarketShar...Starting at €8.20
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Creative That Cracks the Code
Kirby, JuliaArticle HBS-R1303F-EMarketing"What with ad-optimizing technologies and filter-defying product placement, search-based ad serves, real-time media bidding, and location-based features for mobile devices," the author writes, "it would be easy to conclude that advertising has flipped to all science and no art." But she highlights six campaigns to prove that advertising creativity will never cease: 1) Wonderful Pistachios, whose ads include memes such as YouTube's infamous Honey ...Starting at €8.20
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Understanding the Arab Consumer
Mahajan, VijayArticle HBS-R1305L-EMarketingA growing middle class in the Arab world yearns for progress and modernity, but has no interest in abandoning its religious traditions. Companies that gloss over the interplay between culture and religion ignore a critical factor for success in the region.Starting at €8.20
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Creativity in Advertising: When It Works and When It Doesn't
Reinartz, Werner; Saffert, PeterArticle HBS-R1306H-EMarketingDo highly creative ads really inspire people to buy products? Studies have found that creative messages get more attention and lead to positive attitudes about the products, but there's little evidence linking those messages to purchase behavior. To address this gap, Reinartz and Saffert developed a consumer survey approach that measures perceived creativity along five dimensions--originality, flexibility, elaboration, synthesis, and artistic val...Starting at €8.20
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What Makes a Great Tweet
Andre, Paul; Bernstein, Michael; Luther, KurtArticle HBS-F1205Z-EMarketingThree researchers set up a website to get ratings of almost 44,000 tweets. What they learned can help you make your messages on Twitter more useful and more appealing. Due to the highly graphical nature of the Vision Statement, we offer this reprint in color, PDF format only. We recommend printing it out in color to maximize its effectiveness.Starting at €8.20
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Who Hangs Out Where
Saleem, MuhammadArticle HBS-F1207Z-EMarketingA snapshot of monthly activity on popular social sites, along with a depiction of key demographics. Due to the highly graphical nature of the Vision Statement, we offer this reprint in color, PDF format only. We recommend printing it out in color to maximize its effectiveness.Starting at €8.20
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Who Gave That Hotel Five Stars The Concierge...
Mayzlin, Dina; Dover, Yaniv; Chevalier, JudithArticle HBS-F1209B-EMarketingThe authors' research on which types of businesses are most likely to manipulate reviews showed that small, independent hotels are more apt to praise their own properties and trash competitors'. There's not much that managers can do about competitors' suspicious positive reviews, but they can address negative reviews of their own establishment by rebutting suspicious claims.Starting at €8.20
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98% of HBR Readers Love This Article
Martin, SteveArticle HBS-F1210A-EMarketingSocial science research shows that people are heavily influenced by a desire to conform with the group. Businesses and other organizations are beginning to understand the power of "social norms"--for example, the British government used this insight in letters to delinquent taxpayers, and its National Health Service has drawn on it to reduce missed clinic appointments. Five guidelines for companies looking to use this powerful tool.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