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Marketing

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    Article

    How to Really Motivate Salespeople

    Doug J. Chung

    Field research supports some current compensation practices but calls others into question

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    Book

    Cambridge Handbook of Consumer Psychology

    Norton, Michael I., Derek D. Rucker & Cait Lamberton, eds.

    The handbook provides a comprehensive overview of consumer psychology, examining cutting-edge research at the individual, interpersonal, and societal levels.

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    Award

    The New York Times Paywall Case

    Vineet Kumar, Bharat Anand, Sunil Gupta & Felix Oberholzer-Gee

    Received The Case Centre's Management Category Award in Marketing

    MORE »

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    Article

    Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets

    Ayelet Israeli, Eric Anderson, and Anne Coughlan

    We study the extent and depth of MAP violations among online retailers and confront managerial wisdom with empirical data.

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    HBS Case

    Apple Pay

    Gupta, Sunil, Shelle M. Santana, & Margaret L. Rodriguez

    What should Apple do to continue the early momentum for the adoption and use of Apple Pay?

    MORE »

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    Working Paper

    The Comprehensive Effects of Sales Force Management: A Dynamic Structural Analysis of Selection, Compensation, and Training

    Doug J. Chung

    MORE »

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    Award

    Outstanding Case Teacher

    Anita Elberse

    This world-wide Case Centre competition recognizes an excellent practitioner in the case classroom.

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Page Content

Marketing is critical for organic growth of a business and its central role is in creating, communicating, capturing and sustaining value for an organization. Marketing helps a firm in creating value by better understanding the needs of its customers and providing them with innovative products and services. This value is communicated through a variety of channels as well as through the firm's branding strategy. Effective management of customers and pricing allows the firm to capture part of the value it has created. Finally, by building an effective customer-centric organization a firm attempts to sustain value over time.

Our faculty addresses a broad array of topics in all of these areas. Our work attempts to get a better understanding of how consumers use information and make choices and how these choices affect the firm's strategy for new product development, customer relationship management, branding and other marketing efforts. We examine issues related to branding, business marketing, global marketing, distribution channels, pricing, direct and interactive marketing, sales management and return on marketing investment. Some of our faculty specializes in specific industries such as retailing, agribusiness, social enterprise, media, arts and entertainment.

There are several new developments in marketing that offer opportunities for us to make important contributions in the future. The current economic crisis is changing consumers' current and future purchase and consumption patterns. Search engines have changed the way consumers obtain information and make decisions and they are also dramatically changing the advertising industry. Social networks and user generated content have opened a new way for consumers to engage with each other as well as with brands and companies. There are significant changes in the attitudes of consumers and companies about social issues. Consumer preferences and choice of products are increasingly influenced by social factors. Companies are recognizing that there is a large market at the "bottom of the pyramid" and marketing to these consumers may require a new framework. These and related developments provide great opportunities for the marketing faculty to make a significant impact in the future.

In The News

  • How Artificial Intelligence Can Set Meaningful Sales Goals

    Re: Doug Chung

    Forbes, 05 DEC 2019

  • Celebrities Seek Her Advice. M.B.A.s, Executives Line Up for Her Harvard Class.

    Re: Anita Elberse

    Wall Street Journal,
    04 DEC 2019

  • Do You Seek Out New Experiences? Or Stick With the Things You Know and Love?

    Re: Michael Norton

    New York Times, 19 NOV 2019

Recent Publications

  • RECENT PUBLICATION: Working Paper

    Working Paper | HBS Working Paper Series | 2019

    Does Apple Anchor a Shopping Mall? The Effect of the Technology Stores on the Formation of Market Structure

    Doug J. Chung, Kyoungwon Seo and Reo Song

    This study examines the effect of technology stores—company-owned Apple and Microsoft retail stores—on mall configuration. We formulate a structural model that considers the endogenous location decisions of retail stores, taking into account both market characteristics and the spillover effects of co-location. As a byproduct, the study provides guidance on location choice to mall developers and retailers by examining the equilibrium outcome of mall configuration that affects retail sales. The results show that competitive effects dominate within and across store categories for traditional department stores, but agglomeration effects exist between technology stores and upscale department stores. The presence of an Apple store, for example, attracts high-income consumers, promoting the entry of upscale stores and the exit of midscale and discount stores. This study also introduces three key methodological innovations to the marketing literature. First, we address multiple equilibria by estimating equilibrium selection from the observed data. Second, we develop an efficient simulator that requires fewer random draws to evaluate the likelihood function for complete information games with multiple equilibria. Third, we overcome the remaining computational burden by utilizing the GPGPU technology, using multiple processing cores in a graphics-processing unit to increase computational speed.

    Citation:

    Chung, Doug J., Kyoungwon Seo, and Reo Song. "Does Apple Anchor a Shopping Mall? The Effect of the Technology Stores on the Formation of Market Structure." Harvard Business School Working Paper, No. 20-066, December 2019.  View Details
    CiteView Details Read Now Related
  • RECENT PUBLICATION: Case

    Case | HBS Case Collection | November 2019

    Away: Scaling a DTC Travel Brand

    Jill Avery and Joseph B. Fuller

    Away, a direct-to-consumer, digital native e-commerce seller of travel luggage, is debating how to invest its latest round of venture funding. How quickly could and should Away scale and what were the most promising growth trajectories to maximize its potential? Three decisions face the founders. Should Away continue to invest in driving growth in suitcases and other travel bags or was it time to begin to expand into other adjacent travel categories? How should they use the results of the company’s first customer segmentation study to select target segments and quantify their growth aspirations? What were the right distribution strategies moving forward following a series of pilots that included company-owned stores, temporary airport kiosks, and pop-up experiences with retailer partners?

    Keywords: brand management; DTC; e-commerce; brand extension; lifestyle brand; customer segmentation; retailing; Scaling and Growth; Startup; Brands and Branding; Marketing; Marketing Strategy; Marketing Channels; Entrepreneurship; Venture Capital; Consumer Behavior; Growth and Development Strategy; Business Startups; Consumer Products Industry; Travel Industry; United States; North America;

    Citation:

    Avery, Jill, and Joseph B. Fuller. "Away: Scaling a DTC Travel Brand." Harvard Business School Case 520-051, November 2019.  View Details
    CiteView DetailsEducatorsRelated
  • RECENT PUBLICATION: Case

    Case | HBS Case Collection | November 2019

    Pricing in a Digital World (2019)

    John T. Gourville

    Citation:

    Gourville, John T. "Pricing in a Digital World (2019)." Harvard Business School Case 520-049, November 2019.  View Details
    CiteView DetailsEducatorsRelated

Search all Marketing unit publications »

Page Content 2

Doctoral Students

Ximena Garcia-Rada Benavides

Michael Els

Dafna Goor

Serena Hagerty

Byungyeon Kim

Emily Prinsloo

Lucy Shen

Anne Wilson

Faculty Positions

Harvard Business School seeks candidates in all fields for full time positions. Candidates with outstanding records in PhD or DBA programs are encouraged to apply.

View Open Positions »

Contact Information

Marketing Unit
Harvard Business School
Morgan Hall
Soldiers Field
Boston, MA 02163
Marketing@hbs.edu

HBS Working Knowledge

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Identify Great Customers from Their First Purchase
re Eva Ascarza
Using data from their very first transaction, companies can identify shoppers who will create the best long-term value, says Eva Ascarza.
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Don't Turn Your Marketing Function Over to AI Just Yet
re Tomomichi Amano
Lacking human insight, artificial intelligence will be limited when it comes to helping marketers open the black box of market prediction, says Tomomichi Amano.
PicPic
Brick-and-Mortar Stores Are Making a Comeback
re Jill J. Avery and Antonio Moreno
Left for dead alongside the retail highway, physical stores are suddenly finding new ways to compete, say Jill Avery and Antonio Moreno.

More »

Harvard Business Publishing

Article
Ferguson's Formula
by Anita Elberse and Sir Alex Ferguson
Case
Relevent and LaLiga: Bringing Spanish Soccer to America
by Anita Elberse and David Moreno Vicente
Press Book
Driving Digital Strategy: A Guide to Reimagining Your Business
by Sunil Gupta

More »

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