Publications
Publications
- August 2003 (Revised July 2004)
- HBS Case Collection
Marketing at The Vanguard Group
By: John A. Quelch and Carin-Isabel Knoop
Abstract
Senior executives at Vanguard are evaluating their marketing strategy. In particular, they are looking at their approach to market segmentation, the organization of the marketing function, and the weight placed on marketing metrics in the corporate dashboard in light of an economic and stock market downturn.
Keywords
Citation
Quelch, John A., and Carin-Isabel Knoop. "Marketing at The Vanguard Group." Harvard Business School Case 504-001, August 2003. (Revised July 2004.)