Branding

Marketing Strategy

How Social-Cause Marketing Affects Consumer Perceptions

Paul N. Bloom, Steve Hoeffler, Kevin Lane Keller and Carlos E. Basurto Meza

January 01, 2006

Digital Marketing

The Coming Era of “Brand in the Hand” Marketing

Fareena Sultan and Andrew J. Rohm

October 15, 2005

Business Models

The Serious Business of Play

Loizos Heracleous and Claus Jacobs

October 15, 2005

Customers

The Complexity of Identity

Americus Reed II and Lisa E. Bolton

April 15, 2005

Marketing Strategy

Achieving the Ideal Brand Portfolio

Sam Hill, Richard Ettenson and Dane Tyson

January 15, 2005

Innovation Strategy

Memo to Marketing

Peter Lorange

January 15, 2005

Marketing Strategy

What Are Brands Good For?

Niraj Dawar

October 15, 2004

Climate Change

Choosing the Right Green-Marketing Strategy

Jill Meredith Ginsberg and Paul N. Bloom

October 15, 2004

Executing Strategy

Competing With Gray Markets

Kersi D. Antia, Mark Bergen and Shantanu Dutta

October 15, 2004

Quality & Service

Don’t Be Unique, Be Better

Patrick Barwise and Seán Meehan

July 15, 2004

Marketing Strategy

The Power of the Branded Differentiator

David Aaker

October 15, 2003

Marketing Strategy

Brand Equity Dilution

Brands may be less vulnerable to the vagaries of extension than is commonly feared.

Kevin Lane Keller & Sanjay Sood

October 15, 2003

Marketing Strategy

The Global-Brand Advantage

Research indicates that buyers are more likely to perceive value in global brands.

Larry Yu

April 15, 2003

Marketing Strategy

Understanding and Managing the Brand Space

Pierre Berthon, Morris B. Holbrook and James M. Hulbert

January 15, 2003

Corporate Social Responsibility

Corporate Responsibility Audits: Doing Well by Doing Good

Sandra Waddock and Neil Smith

January 15, 2000

Leading Change

How To Be a CEO for the Information Age

Michael Earl and David Feeny

January 15, 2000

Customers

Understanding Customer Delight and Outrage

Benjamin Schneider and David E. Bowen

October 15, 1999

Marketing Strategy

Brand Management Prognostications

Pierre Berthon, James M. Hulbert and Leyland F. Pitt

January 15, 1999

Customers

Recovering and Learning from Service Failure

Is your company doing its best to address customer complaints and learn from mistakes?

Stephen S. Tax and Stephen W. Brown

October 15, 1998

Organizational Behavior

Reengineering Negotiations

Susan Doctoroff

April 15, 1998