Marketing
Recent Publications
Books
Anderson, James C., James A. Narus, and Das Narayandas. Business Market Management: Understanding, Creating, and Delivering Value. 3rd ed. Pearson Prentice Hall, 2008.
Quelch, John A., and Katherine E. Jocz. Greater Good: How Good Marketing Makes for Better Democracy. Boston: Harvard Business Press, 2008.
Zaltman, Gerald, and Lindsay Zaltman. Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers. Harvard Business School Press, 2008.
Published Papers & Book Chapters
Ariely, Dan, and Michael I. Norton. "Conceptual Consumption." Annual Review of Psychology 60 (2009): 475-499.
Ariely, Dan, and Michael I. Norton. "How Concepts Affect Consumption." Harvard Business Review 87, no. 6 (June 2009).
Bertini, Marco, Elie Ofek, and Dan Ariely. "The Impact of Add-On Features on Consumer Product Evaluations." Journal of Consumer Research 36, no. 1 (June 2009).
Deighton, John A., and Leora Kornfeld. "Interactivity's Unanticipated Consequences for Markets and Marketing." Journal of Interactive Marketing 23, no. 1 (winter 2009): 2-12.
Deshpandé, Rohit, and Zoe Chance. "Putting Patients First: Social Marketing Strategies for Treating HIV in Developing Nations." Special Issue on Metric and Interpretive Explorations of Macromarketing. Journal of Macromarketing 29, no. 3 (2009).
Godes, David, Elie Ofek, and Miklos Sarvary. "Content vs. Advertising: The Impact of Competition on Media Firm Strategy." Marketing Science 28, no. 1 (January - February 2009): 20-35.
Iyengar, Raghuram and Sunil Gupta. "Nonlinear Pricing." In Handbook of Pricing Research in Marketing, edited by Vithala Rao. Mass.: Edward Elgar Publishing, 2009.
Lauga, Dominique, and Elie Ofek. "Market Research and Innovation Strategy in a Duopoly." Marketing Science 28, no. 2 (March - April 2009): 373-396.
Martin, Jolie M., and Michael I. Norton. "Shaping Online Consumer Choice by Partitioning the Web." Psychology and Marketing 26, no. 10 (October 2009): 908-926.
Morewedge, Carey K., and Michael I. Norton. "When Dreaming Is Believing: The (Motivated) Interpretation of Dreams." Journal of Personality and Social Psychology 96, no. 2 (2009): 249-264.
Quelch, John A., and Katherine Jocz. "How to Market in a Downturn." Harvard Business Review 87, no. 4 (April 2009).
Working Papers
Anik, Lalin, Lara B. Aknin, Michael I. Norton, and Elizabeth W. Dunn. "Feeling Good about Giving: The Benefits (and Costs) of Self-Interested Charitable Behavior." Harvard Business School Working Paper, No. 10-012, August 2009.
Arzaghi, Mohammad, Ernst R. Berndt, James C. Davis, and Alvin J. Silk. "Economic Factors Underlying the Unbundling of Advertising Agency Services." National Bureau of Economic Research Working Paper Series, No. 14345, September 2008.
Chance, Zoe, and Michael I. Norton. "'I read Playboy for the Articles': Justifying and Rationalizing Questionable Preferences." Harvard Business School Working Paper, No. 10-018, September 2009.
Horsky, Sharon, Steven C. Michael, and Alvin J. Silk. "The Internalization of Advertising Services: An Inter-Industry Analysis." Harvard Business School Working Paper, No. 09-007, July 2008.
Iyengar, Raghuram, Sangman Han, and Sunil Gupta. "Do Friends Influence Purchases in a Social Network?" Harvard Business School Working Paper, No. 09-123, April 2009.
Paharia, Neeru, and Rohit Deshpandé. "Sweatshop Labor Is Wrong Unless the Jeans Are Cute: Motivated Moral Disengagement." Harvard Business School Working Paper, No. 09-079, January 2009.
Rogers, Todd, and Michael I. Norton. "Conversational Blindness: Answering the Wrong Question the Right Way." Harvard Business School Working Paper, No. 09-048, September 2008.
Silk, Alvin J., and Charles King III. "Concentration Levels in the U.S. Advertising and Marketing Services Industry: Myth vs. Reality." Harvard Business School Working Paper, No. 09-044, September 2008.
Steenburgh, Thomas J., and Andrew Ainslie. "Taste Heterogeneity, IIA, and the Similarity Critique." Harvard Business School Working Paper, No. 09-049, September 2008.
Zhang, Jie, Paul Farris, Tarun Kushwaha, John Irvin, Thomas J. Steenburgh, and Barton Weitz. "Crafting Integrated Multichannel Retailing Strategies." Harvard Business School Working Paper, No. 09-125, April 2009.
Course Materials
Bell, David E., and Mary Louise Shelman. "GLOBALGAP: Food Safety and Private Standards." Harvard Business School Case 509-004.
Bell, David E., Nitin Sanghavi, and Laura Winig. "Marks and Spencer: Plan A." Harvard Business School Case 509-029.
Cespedes, Frank V., and John T. Gourville. "Cabot Pharmaceuticals, Inc." Harvard Business School Case 510-030.
Deighton, John A., and Leora Kornfeld. "Slanket: Responding to Snuggie's Market Entry." Harvard Business School Case 510-034.
Ebrahim, Alnoor S., and V. Kasturi Rangan. "Acumen Fund: Measurement in Venture Philanthropy (A)." Harvard Business School Case 310-011.
Ebrahim, Alnoor S., and V. Kasturi Rangan. "Acumen Fund: Measurement in Venture Philanthropy (B)." Harvard Business School Supplement 310-017.
Ebrahim, Alnoor S., and V. Kasturi Rangan. "The Millennium Challenge Corporation and Ghana." Harvard Business School Case 310-025.
Eccles, Robert G., Das Narayandas, and Kerry Herman. "Exeter Group, Inc." Harvard Business School Case 409-001.
Elberse, Anita, Ryan Barlow, and Sheldon Wong. "Marquee: The Business of Nightlife (Multimedia)." Harvard Business School Multimedia/Video Case 510-702.
Elberse, Anita, Ryan Patrick Barlow, and Sheldon Eric Wong. "Marquee: The Business of Nightlife." Harvard Business School Case 509-019.
Elberse, Anita, and Crissy Perez. "The Metropolitan Opera (A)." Harvard Business School Case 509-033.
Elberse, Anita, and Crissy Perez. "The Metropolitan Opera (B)." Harvard Business School Supplement 509-034.
Elberse, Anita, and Jeffery Lee McCall. "LeBron James." Harvard Business School Case 509-050.
Goldberg, Ray A., Djordjija Petkoski, and Kerry Herman. "Fighting Malnutrition and Hunger in the Developing World." Harvard Business School Note 909-406.
Gourville, John T., and Marco Bertini. "The London 2012 Olympic Games." Harvard Business School Case 510-039.
Grossman, Allen S., Thomas J. Steenburgh, Lauren Susan Mehler, and Matthew Benjamin Oppenheimer. "Planned Parenthood Federation of America in 2008." Harvard Business School Case 309-104.
Gupta, Sunil, Kavita Shukla, and Zachary Scott Clayton. "Backchannelmedia: Making Television 'Clickable'." Harvard Business School Case 509-026.
Lal, Rajiv, and Cathy Ross. "HP: The Computer is Personal Again." Harvard Business School Case 509-010.
Lassiter, Joseph B., Thomas J. Steenburgh, and Lauren Barley. "Calera Corporation." Harvard Business School Case 810-030.
Marquis, Christopher, V. Kasturi Rangan, and Cathy Ross. "Goldman Sachs: The 10,000 Women Initiative." Harvard Business School Case 509-042.
Marquis, Christopher, V. Kasturi Rangan, and Alison Comings. "PNC Financial: Grow Up Great." Harvard Business School Case 409-108.
Moon, Youngme E., Gail J. McGovern, Daniela Beyersdorfer, and Vincent Marie Dessain. "VOSS Artesian Water from Norway." Harvard Business School Case 509-040.
Narayandas, Das, Kerry Herman, and Sarah Morton. "The Termination of U.S. Auto Dealerships in 2009." Harvard Business School Case 510-044.
Quelch, John A. "Mary Kay Inc.: Asian Market Entry (B)." Harvard Business School Supplement 509-067.
Rangan, V. Kasturi, and Katharine Lee. "Merck: Global Health and Access to Medicines." Harvard Business School Case 509-048.
Rangan, V. Kasturi, and Regina Garcia-Cuellar. "Grupo Bimbo: Growth and Social Responsibility." Harvard Business School Case 509-025.
Rangan, V. Kasturi, and Katharine Lee. "Root Capital." Harvard Business School Case 510-035.
Steenburgh, Thomas J., and Nnamdi Daniel Okike. "Verne Global: Building a Green Data Center in Iceland." Harvard Business School Case 509-063.
Steenburgh, Thomas J., Jill Avery, and Naseem Ashraf Dahod. "HubSpot: Inbound Marketing and Web 2.0." Harvard Business School Case 509-049.
Individual faculty publication pages will contain the most current citations, as well as links to abstracts and full-text articles when available. Publications on this page are updated quarterly and may not be current. Only widely available course materials are listed.