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How E-Commerce Will Trump Brand Management
Sales & Marketing Magazine ArticleAt a time when other areas of business are undergoing dramatic improvements in productivity, marketing seems to be getting more expensive and less effective.... -
4 Elements of a Successful Brand Refresh
Organizational Development Digital ArticleFocus on products, narrative, pop culture, and customer needs. -
What to Do When Satisfied B2B Customers Refuse to Recommend You
Sales & Marketing Digital ArticleTo build word of mouth, try these strategies. -
Unused Coupons Still Pay Off
Sales & Marketing Magazine ArticleConventional wisdom holds that manufacturers and retailers see little benefit from unused coupons, but new research shows that unredeemed coupons serve... -
Is Programmatic Advertising the Future of Marketing?
Customer experience Digital ArticleMachines are taking over much of what marketers do today. -
Great Advertising Is Both Local and Global
Brand management Digital ArticleFocus your campaign on a universally embraced idea that will resonate worldwide. -
Marketing Is Everything
Sales & Marketing Magazine ArticleToday technology is creating greater customer choice, and choice is altering the marketplace. Six principles define the new marketing: marketing is a... -
Study: Green Advertising Helped BP Recover from the Deepwater Horizon Spill
Sales & Marketing Digital ArticleAreas with more ad spending were less likely to punish BP at the pump. -
Spielberg Variables
Sales & Marketing Magazine ArticleUnilever applies the principles of feature film directing and editing to turn so-so commercials into winners. -
We Asked, Marketing Execs Answered: If You Could Solve One Challenge in the Advertising Business, What Would It Be?
Sales & Marketing Digital ArticleMarketing bosses from Xerox, Leo Burnett USA, Cleveland Clinic, Adobe, and Nike weigh in on their ever-changing business. -
What To Do When the Devil Wears [Your Brand]
Communication Digital ArticleStrategies for when your brand becomes associated with a noxious public figure. -
Will Wall Street Be Able to Earn the Trust of Younger Investors?
Innovation & Leadership Digital ArticleFinance is facing the same challenges that have upended industries like television. -
Does Personalized Advertising Work as Well as Tech Companies Claim?
Advertising Digital ArticleIf you’re not careful, you’ll end up “acquiring” existing customers. -
How the Best Brand-Influencer Partnerships Reach Gen Z
Sales and marketing Digital ArticleFive lessons from companies leaning into the creator economy. -
Marketing When Budgets Are Down
Marketing Digital ArticleHow enterprise leaders can deliver results in scarce times — and build the capabilities to fuel future growth. -
Using Technology to Create a Better Customer Experience
Customer experience Digital ArticleYour strategy should be driven by relationship-building — not shiny new tech. -
Getting Beyond the Narcissism/Advertising Complex
Innovation & Leadership Digital ArticleThe world is full of real problems that need solving. -
Advertising's Big Data Dilemma
Sales & Marketing Digital ArticleAn algorithm can never truly master the art of persuasion. -
Marketing Malpractice: The Cause and the Cure
Sales & Marketing Magazine ArticleTed Levitt used to tell his Harvard Business School students, "People don't want a quarter-inch drill--they want a quarter-inch hole." But 35 years later,... -
When Keyword Poaching Pays Off
Sales & Marketing Digital ArticleNew research looks at when it works to bid on ads for a competitor's keywords - and when it backfires.
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Suzuki Samurai, Supplement
Sales & Marketing Case Study5.00View Details A condensed version of Suzuki Samurai: The Rollover Crisis. Suzuki management must plan a response to a Consumers Union demand for a recall of the Samurai... -
Dumb Ways To Die: Advertising Train Safety (A)
Sales & Marketing Case Study11.95View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
Fueling Sales at EuroPet
Sales & Marketing Case Study11.95View Details EuroPet S.A. was a multinational company operating gas stations in many European countries. There was a growing propensity for supermarkets to attach... -
Facelift at Olay (B)
Sales & Marketing Case Study5.00View Details ... -
Recommendation Algorithms and Politics on Social Media (B)
Management Case Study5.00View Details This case set is part of the Giving Voice to Values (GVV) curriculum. To see other material in the GVV curriculum, please visit http://store.darden.virginia.edu/giving-voice-to-values.... -
Bootstrapping at Lightricks
Innovation & Entrepreneurship Case Study11.95View Details By August 2015, two-year-old mobile imaging software startup Lightricks had developed and released two best-selling paid mobile apps, grown to a team... -
The Future of E-Commerce: Lessons from the Livestream Wars in China
Sales & Marketing Case Study8.95View Details This note explores the emerging multi-billion dollars commerce trend of livestream commerce. Livestream commerce is the sale of goods or services directly... -
V-Cola: Confidential Instructions for Connie Sultant "New media" Consultant
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
Introducing ... The XFL!
Sales & Marketing Case Study11.95View Details When the XFL professional football league debuted on February 3, 2001, it generated a Nielsen rating of 10.1, higher than any nationally televised program... -
Strategic Inflection: TiVo in 2005
Strategy & Execution Case Study11.95View Details In the late 1990s, TiVo pioneered the digital video recorder (DVR), a new consumer electronics category. By 2005, the company was the clear leader in... -
Marico Bangladesh: Meeting the Value-Added Hair Oil (VAHO) Challenge
Sales & Marketing Case Study11.95View Details Even as Parachute oil is the clear brand leader in the branded regular coconut oil market, having rapidly taken away share from the loose oil market,... -
What's the Deal with LivingSocial?
Sales & Marketing Case Study11.95View Details Tim O'Shaughnessy, the 29-year-old CEO of LivingSocial, is growing a revolutionary worldwide business of "daily deals"-in which retailers offer a heavily-discounted... -
V-Cola: Confidential Instructions for Mark Ketting Chief Marketing Officer, Trek Beverages
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
G. Heileman Brewing Co. (A): Power Failure at PowerMaster
Sales & Marketing Case Study11.95View Details In June 1991, Heileman announced plans to introduce a high-alcohol malt liquor under the name PowerMaster (PM). Although the company claimed PM would... -
United Colors of Benetton
Sales & Marketing Case Study11.95View Details The case covers all major aspects of Benetton's successful corporate strategy and innovative business system from its creation till the present. It also... -
Gillette's "Shave India Movement": Razor Sharp Against the Stubble (A)
Sales & Marketing Case Study11.95View Details This is a two-part case series. Case A begins in April 2010, where Sharat Verma, the brand manager for Gillette India, together with Harish Narayanan,... -
Accounting for Pensions at General Motors Corp. (B)
Finance & Accounting Case Study8.95View Details A potential investor in General Motor's stock reviews the retiree benefit note data included in the company's 2001 financial statements as part of the... -
The Dutch Flower Cluster
Strategy & Execution Case Study11.95View Details Describes the Dutch Flower cluster, or the group of interconnected growers, suppliers, service providers, and flower-related institutions located in The... -
Time Life, Inc. (A)
Strategy & Execution Case Study11.95View Details Time Life has historically been a continuity book publisher, selling 20-volume book series via direct mail. Now, however, music and video/TV divisions... -
Kingsford Charcoal
Sales & Marketing Case Study11.95View Details Since the 1980s, Kingsford had continued to enjoy steady, moderate growth of 1% to 3% in revenues each year. During most of this time, the charcoal category...
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How E-Commerce Will Trump Brand Management
Sales & Marketing Magazine ArticleAt a time when other areas of business are undergoing dramatic improvements in productivity, marketing seems to be getting more expensive and less effective.... -
Suzuki Samurai, Supplement
Sales & Marketing Case Study5.00View Details A condensed version of Suzuki Samurai: The Rollover Crisis. Suzuki management must plan a response to a Consumers Union demand for a recall of the Samurai... -
Dumb Ways To Die: Advertising Train Safety (A)
Sales & Marketing Case Study11.95View Details The case series focuses on Melbourne Trains' viral advertising campaign to improve safe behaviors around trains among young people. This iconic, low budget... -
4 Elements of a Successful Brand Refresh
Organizational Development Digital ArticleFocus on products, narrative, pop culture, and customer needs. -
Fueling Sales at EuroPet
Sales & Marketing Case Study11.95View Details EuroPet S.A. was a multinational company operating gas stations in many European countries. There was a growing propensity for supermarkets to attach... -
What to Do When Satisfied B2B Customers Refuse to Recommend You
Sales & Marketing Digital ArticleTo build word of mouth, try these strategies. -
Unused Coupons Still Pay Off
Sales & Marketing Magazine ArticleConventional wisdom holds that manufacturers and retailers see little benefit from unused coupons, but new research shows that unredeemed coupons serve... -
Facelift at Olay (B)
Sales & Marketing Case Study5.00View Details ... -
Recommendation Algorithms and Politics on Social Media (B)
Management Case Study5.00View Details This case set is part of the Giving Voice to Values (GVV) curriculum. To see other material in the GVV curriculum, please visit http://store.darden.virginia.edu/giving-voice-to-values.... -
Bootstrapping at Lightricks
Innovation & Entrepreneurship Case Study11.95View Details By August 2015, two-year-old mobile imaging software startup Lightricks had developed and released two best-selling paid mobile apps, grown to a team...