Publications
Publications
  • August 2003 (Revised July 2004)
  • Case
  • HBS Case Collection

Marketing at The Vanguard Group

By: John A. Quelch and Carin-Isabel Knoop
  • Format:Print
  • | Pages:21
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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

Marketing Strategy; Segmentation

Citation

Quelch, John A., and Carin-Isabel Knoop. "Marketing at The Vanguard Group." Harvard Business School Case 504-001, August 2003. (Revised July 2004.)

About The Author

John A. Quelch

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