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Marketing

Marketing

  • Faculty
  • Curriculum
  • Seminars & Conferences
  • Awards & Honors
  • Doctoral Students
Overview Faculty Curriculum Seminars & Conferences Awards & Honors Doctoral Students
    • Article

    How to Really Motivate Salespeople

    By: Doug J. Chung

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

    More Information

    • Article

    How to Really Motivate Salespeople

    By: Doug J. Chung

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

    More Information

    • Book

    Cambridge Handbook of Consumer Psychology

    By: 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.

    More Information

    • Book

    Cambridge Handbook of Consumer Psychology

    By: 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.

    More Information

    • Award

    The New York Times Paywall Case

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

    Received The Case Centre's Management Category Award in Marketing

    More Information

    • Award

    The New York Times Paywall Case

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

    Received The Case Centre's Management Category Award in Marketing

    More Information

    • Article

    Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets

    By: 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.

    More Information

    • Article

    Minimum Advertised Pricing: Patterns of Violation in Competitive Retail Markets

    By: 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.

    More Information

    • HBS Case

    Apple Pay

    By: 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 Information

    • HBS Case

    Apple Pay

    By: 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 Information

    • Working Paper

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

    By: Doug J. Chung

    More Information

    • Working Paper

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

    By: Doug J. Chung

    More Information

    • Award

    Outstanding Case Teacher

    By: Anita Elberse

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

    More Information

    • Award

    Outstanding Case Teacher

    By: Anita Elberse

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

    More Information

About the Unit

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.

Recent Publications

AptDeco: Circular Economy Furniture Marketplace

By: Ayelet Israeli and Jamie Merkrebs
  • February 2021 |
  • Case |
  • Faculty Research
AptDeco, a used furniture marketplace was growing rapidly in the tri-state area. The Co-Founders were confident that the business model, financial position, and unit economics positioned AptDeco for scaling in the massive $120 billion furniture market, despite its complexity and high costs. The co-founders were looking at different options to scale: working to convert sellers into buyers and vice versa, finding superusers that would fuel the supply for their platform, expand to new markets, rebrand with a sustainability focus. What is the best way for them to scale?
Keywords: E-commerce; E-commerce Strategy; Mobile; Digital Marketing; Word-of-mouth; Word-of-mouth Marketing; Word Of Mouth; Internet Marketing; Growth And Development Strategy; Growth Strategy; Platform; Platforms; Two Sided Markets; Two-sided Market; Two-sided Marketplace; Two-sided Markets; Two-sided Platforms; Two-sided Network; Black Entrepreneurs; Black Leadership; African Americans; Circular; Peer-to-peer Markets; Furniture Industry; Furniture; Growth Hacking; Monetization Strategy; Growth Management; Marketing Strategy; Entrepreneurship; Market Platforms; Marketing Channels; Online Advertising; Consumer Behavior; Acquisition; Growth And Development Strategy; Customer Focus And Relationships; Retail Industry; Consumer Products Industry; Technology Industry; Web Services Industry; United States; North America; New York (city, Ny); New York (state, Us)
Citation
Educators
Related
Israeli, Ayelet, and Jamie Merkrebs. "AptDeco: Circular Economy Furniture Marketplace." Harvard Business School Case 521-069, February 2021.

Rolex SA

By: Doug J. Chung
  • February 2021 |
  • Case |
  • Faculty Research
Rolex SA was one of the most successful watchmakers in the world. In recent years, the global demand for Rolex watches, especially the stainless-steel sports models, had dramatically increased, resulting in a supply shortage worldwide. The shortage in supply further increased the desirability of Rolex watches, leading to a significant increase in demand. High demand coupled with low supply increased prices in the gray and secondhand markets. This case study examines the high-end watch industry and discusses an organization’s objective and related pricing and channel strategies.
Keywords: Marketing; Strategy
Citation
Educators
Related
Chung, Doug J. "Rolex SA." Harvard Business School Case 521-034, February 2021.

Customer Lifetime Social Value (CLSV)

By: Elie Ofek, Barak Libai and Eitan Muller
  • February 2021 |
  • Supplement |
  • Faculty Research
Citation
Purchase
Related
Ofek, Elie, Barak Libai, and Eitan Muller. "Customer Lifetime Social Value (CLSV) ." Harvard Business School PowerPoint Supplement 521-716, February 2021.

Arçelik: COVID-19 Fueled Omnichannel Growth (B)

By: Ayelet Israeli and Fares Khrais
  • February 2021 |
  • Supplement |
  • Faculty Research
Citation
Related
Israeli, Ayelet, and Fares Khrais. "Arçelik: COVID-19 Fueled Omnichannel Growth (B)." Harvard Business School Supplement 521-068, February 2021.

Tencent: Combining Technology and Culture

By: Elie Ofek
  • February 2021 |
  • Teaching Note |
  • Faculty Research
Citation
Purchase
Related
Ofek, Elie. "Tencent: Combining Technology and Culture." Harvard Business School Teaching Note 521-083, February 2021.

CLSV Spreadsheet Supplement

By: Elie Ofek, Barak Libai and Eitan Muller
  • February 2021 |
  • Supplement |
  • Faculty Research
Citation
Purchase
Related
Ofek, Elie, Barak Libai, and Eitan Muller. "CLSV Spreadsheet Supplement ." Harvard Business School Spreadsheet Supplement 521-715, February 2021.

Customer Lifetime Social Value (CLSV)

By: Elie Ofek, Barak Libai and Eitan Muller
  • February 2021 |
  • Teaching Note |
  • Faculty Research
Citation
Purchase
Related
Ofek, Elie, Barak Libai, and Eitan Muller. "Customer Lifetime Social Value (CLSV)." Harvard Business School Teaching Note 521-081, February 2021.

Latinos and the MBA Option

By: José B. Alvarez, Lulu Curiel and Eric Calderon
  • January 2021 |
  • Case |
  • Faculty Research
Citation
Educators
Purchase
Related
Alvarez, José B., Lulu Curiel, and Eric Calderon. "Latinos and the MBA Option." Harvard Business School Case 521-051, January 2021.
More Publications

In the News

    • 09 Feb 2021
    • Harvard Business School

    SIPs in 2021

    Re: Frances Frei, Francesca Gino, Allison Mnookin, Martin Sinozich, Christina Wallace, Matthew Weinzierl, George Serafeim & Vikram Gandhi
    • 09 Feb 2021
    • Harvard Gazette

    How COVID experiences will reshape the workplace

    Re: Joseph Fuller & Ashley Whillans
    • 09 Feb 2021
    • Business Insider

    A CEO's Guide to Crafting a Message That Reassures and Inspires Staff During a Crisis

    Re: Sunil Gupta
→More Faculty News

HBS Working Knowledge

    • 24 Feb 2021

    What History's Biggest Wars Teach Us About Leading in Peace

    by Lane Lambert
    • 16 Feb 2021

    Information Avoidance and Image Concerns

    by Christine L. Exley and Judd B. Kessler
    • 08 Feb 2021

    How to Make the World Better, Not Perfect

    by Michael Blanding
→More Working Knowledge Articles

Harvard Business Publishing

    • October 2013
    • Article

    Ferguson's Formula

    By: Anita Elberse and Sir Alex Ferguson
    • January 2021
    • Case

    Latinos and the MBA Option

    By: José B. Alvarez, Lulu Curiel and Eric Calderon
    • 2018
    • Book

    Driving Digital Strategy: A Guide to Reimagining Your Business

    By: Sunil Gupta
→More Harvard Business Publishing

Seminars & Conferences

Mar 09
  • 09 Mar 2021

Jonah Berger, Wharton, University of Pennsylvania

Marketing Seminar
→More Seminars & Conferences

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.
→Learn More

Contact Information

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

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