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Marketing in the Age of Alexa
Dawar, NirajArticle HBS-R1803E-EMarketingOver the next decade, as artificially intelligent assistants like Alexa and Siri become the main channel through which people get information, goods, and services, the way companies acquire, serve, and retain customers will radically change. Because the bots will have deep knowledge about individuals' habits and preferences, they'll be able to anticipate a consumer's needs even better than the consumer herself can. They'll ensure that routine pur...Starting at €8.20
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Pricing Policies That Protect Your Brand
Israeli, Ayelet; Zelek, Eugene F., Jr.Article HBS-R2002E-EMarketingcrafting and enforcing pricing policies that discourage anyone from advertising or selling a firm's products at an unauthorized discount. This article lays out the four steps essential to designing and enforcing policies with teeth that stay on the right side of antitrust law.Starting at €8.20
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Neuromarketing: What You Need to Know
Harrell, EbenArticle HBS-R1907A-EMarketingThe field of neuromarketing, sometimes known as consumer neuroscience, studies the brain to predict and potentially even manipulate consumer behavior and decision making. Over the past five years several groundbreaking studies have demonstrated its potential to create value for marketers. But those interested in using its tools must still determine whether that's worth the investment and how to do it well. "Neuromarketing" loosely refers to the m...Starting at €8.20
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When Neuromarketing Crosses the Line
Harvard Business ReviewArticle HBS-R1907B-EMarketingThree leading researchers--a marketing professor, a philosopher, and a neuroscientist--talk with HBR about the ethical implications of neuromarketing. Although consumers typically accept that their purchase behavior is public, these experts say, they think of their brains and thoughts as private, which can lead to backlash against organizations that use neuromarketing tools. And while informed consent is standard in the academic world, it's not a...Starting at €8.20
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Why Soliciting Donations at the Cash Register Can Backfire
Harvard Business ReviewArticle HBS-F2002A-EMarketingPhilanthropic organizations rely heavily on point-of-sale solicitations--but a new series of studies shows that consumers often react negatively, perceiving the request as a violation of their social contract with the retailer. This can lead to diminished satisfaction and a decreased likelihood of revisiting and recommending the store. The researchers outline several strategies for inspiring customers to donate while minimizing the risk of a back...Starting at €8.20
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When Scandal Engulfs a Celebrity Endorser
Harvard Business ReviewArticle HBS-F1903A-EMarketingResearch has shown that firms tend to suffer financially when a celebrity endorser becomes mired in a scandal, but the literature to date has offered little practical guidance. A new study, involving 128 incidents that generated negative publicity, finds that firms taking no action after an event--the path most follow--generally do poorly. Its authors also discovered a surprise: Companies that engage with a situation and handle it well don't just...Starting at €8.20
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When the Twitterverse Turns on You (Commentary for HBR Case Study)
Seijts, JanaArticle HBS-R1403Z-EMarketingCanadian Jet just launched a social media contest: The traveler who posts the most creative tweet using the hashtag #CanJetLuxury will win two round-trip tickets to any of the airline's destinations. The head of public relations conceived the campaign in an attempt to improve the airline's tarnished reputation. But within the first 24 hours of the contest, unhappy customers have hijacked the hashtag and are using it to air their complaints about ...Starting at €8.20
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Escaping the Discount Trap (Commentary for HBR Case Study)
Anderson, Eric T.Article HBS-R1309Z-EMarketingBrazilian medical-devices maker Bosi e Faora has seen its prices decline as its sales reps scramble to sign up clinics by offering steep discounts. The company aims to turn things around with a "solutions" strategy that, along with medical equipment, offers ideas and training to health care providers that want to improve patients' overall health, not just purchase hardware. When one semirural but influential customer resists the upsell at a high-...Starting at €8.20
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Escaping the Discount Trap (HBR Case Study)
Anderson, Eric T.Article HBS-R1309X-EMarketingBrazilian medical-devices maker Bosi e Faora has seen its prices decline as its sales reps scramble to sign up clinics by offering steep discounts. The company aims to turn things around with a "solutions" strategy that, along with medical equipment, offers ideas and training to health care providers that want to improve patients' overall health, not just purchase hardware. When one semirural but influential customer resists the upsell at a high-...Starting at €8.20
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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