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HBSP (USA)
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Selecting New Creative (Spanish version)
Holt, Douglas B.Case HBS-505S19MarketingHighlights the key role of selecting creative in brand communications, the challenges of building a brand in a turbulent cultural environment, the challenges of extending an advertising campaign, and the interpretation of ads as a crucial senior management skill. Includes color exhibits.Starting at €8.20
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Branding in the Age of Social Media (Spanish version)
Holt, Douglas B.Article HBS-R1603BMarketingSocial media was supposed to usher in a golden age of branding. But things didn't turn out that way. Marketers originally thought that Facebook, YouTube, and Twitter would let them bypass mainstream media and connect directly with customers. Hoping to attract huge audiences to their brands, they spent billions producing their own creative content. But consumers never showed up. In fact, social media seems to have made brands less significant. Wha...Starting at €8.20
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Brands and Branding (Spanish version)
Holt, Douglas B.Case HBS-503S80Marketingeconomic, social, psychological, and symbolic.Starting at €8.20
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Branding in the Age of Social Media
Holt, Douglas B.Article HBS-R1603B-EMarketingSocial media was supposed to usher in a golden age of branding. But things didn't turn out that way. Marketers originally thought that Facebook, YouTube, and Twitter would let them bypass mainstream media and connect directly with customers. Hoping to attract huge audiences to their brands, they spent billions producing their own creative content. But consumers never showed up. In fact, social media seems to have made brands less significant. Wha...Starting at €8.20
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Cultural Innovation
Holt, Douglas B.Article HBS-R2005J-EEntrepreneurshipCompanies struggle with innovation because they put all their chips on one innovation paradigm--what Holt calls "better mousetraps." This is innovation as conceived by engineers and economists--a race to create the killer value proposition. It wins on funStarting at €8.20
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How Global Brands Compete (Spanish version)
Holt, Douglas B.; Quelch, John A.; Taylor, Earl L.Article HBS-R0409DMarketingIt's time to rethink global branding. More than two decades ago, Harvard Business School professor Theodore Levitt argued that corporations should grow by selling standardized products all over the world. But consumers in most countries had trouble relating to generic products, so executives instead strove for global scale on backstage activities such as production while customizing product features and selling techniques to local tastes. Such "g...Starting at €8.20