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Main Catalogs   Accounting Business Communication Business Law Economics Finance Insurance and Real Estate Management Information Systems Management and Organization Marketing Operations and Decision Sciences      Special Catalogs     Case Studies Text Chapters Mapped to Specific Cases How to Build a Book: Select Content Review & Arrange Personalize Request a Copy Keyword    Title, Author, Case #, Etc. ALEKS Homework Manager Discover Econ   Learning Solutions Group     Harvard Business School Press Books — Marketing  • To include an item in your complimentary custom book, click the item’s Add link. If there is a View link next to an item, you can view the pages by clicking on the link.  • To review the list of items you have selected so far, click on Step 2 in the progress bar above. You have successfully added all of the items to your order. Either click here to review your order or continue to add content from another title.    Blattberg-Getz-Thomas: Customer Equity: Building and Managing Relationships as Valuable Assets   Add   View  18 pp.  The Marketing Mix Author(s): Blattberg, Robert C.; Getz, Gary; Thomas, Jacquelyn S. Publication Date: 05/23/2001 Product Type: HBS Press Chapter HBS Number: 2548BC Subjects: Customer retention; Market segmentation; Market selection; Marketing; Marketing mixes Academic Discipline: Marketing Product Description: In contrast to the traditional marketing paradigm of segmentation, targeting, and positioning, this chapter proposes a new tactic by which the equity of the customer is determined by an ARA approach — acquisition, retention, and add-on selling — focusing on retaining a company's customer base rather than devoting resources to target new market segments. This marketing mix acquires and retains customer loyalty, leading to more sustainable customer equity. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine; (267XBC) From Brand Acquisitions to Brand Rationalization; (2661BC) From Market Segments to Strategic Segments; (2718BC) Managing Customer Retention; (2726BC) Enhancing Customer Equity Through Add-On Selling; (2734BC) Simply Better, Chapter Five: Caution: Inside the Box Advertising Doesn't Work; (2750BC) Market Research: Listen and Learn; (2688BC) From Declining to Growing Distribution Channels; (2696BC) From Branded Bulldozers to Global Distribution Partners.   Add   View  38 pp.  Managing Customer Acquisitions Author(s): Blattberg, Robert C.; Getz, Gary; Thomas, Jacquelyn S. Publication Date: 05/23/2001 Product Type: HBS Press Chapter HBS Number: 270XBC Subjects: Customer relations; Customer retention; Customer service; Marketing; Marketing mixes Academic Discipline: Marketing Product Description: All elements of the acquisition process — from the creation of customer expectations through advertising or promotions to post-purchase customer service — have long-term implications for the customer-firm relationship. This chapter provides strategies to help manage these and evaluate how successful the firm is in achieving long-term customer acquisition. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine; (2548BC) The Marketing Mix; (267XBC) From Brand Acquisitions to Brand Rationalization; (2661BC) From Market Segments to Strategic Segments; (2718BC) Managing Customer Retention; (2726BC) Enhancing Customer Equity Through Add-On Selling; (2734BC) Simply Better, Chapter Five: Caution: Inside the Box Advertising Doesn't Work; (2688BC) From Declining to Growing Distribution Channels; (2696BC) From Branded Bulldozers to Global Distribution Partners.   Add   View  32 pp.  Managing Customer Retention Author(s): Blattberg, Robert C.; Getz, Gary; Thomas, Jacquelyn S. Publication Date: 05/23/2001 Product Type: HBS Press Chapter HBS Number: 2718BC Subjects: Customer relations; Customer retention; Customer service; Marketing; Marketing mixes Academic Discipline: Marketing Product Description: Although initial promotions may lead to first-time purchases, a crucial factor in determining customer retention is the difference between customers' expectations and the perceived quality of the product and continued customer service. This chapter discusses determinants of customer retention and strategies with which to manage them. May be used with: (2548BC) The Marketing Mix; (253XBC) From Marketing as a Function to Marketing as a Transformational Engine; (267XBC) From Brand Acquisitions to Brand Rationalization; (2661BC) From Market Segments to Strategic Segments; (270XBC) Managing Customer Acquisitions; (2726BC) Enhancing Customer Equity Through Add-On Selling; (2734BC) Simply Better, Chapter Five: Caution: Inside the Box Advertising Doesn't Work; (2750BC) Market Research: Listen and Learn; (2688BC) From Declining to Growing Distribution Channels; (2696BC) From Branded Bulldozers to Global Distribution Partners.   Add   View  35 pp.  Enhancing Customer Equity Through Add-On Selling Author(s): Blattberg, Robert C.; Getz, Gary; Thomas, Jacquelyn S. Publication Date: 05/23/2001 Product Type: HBS Press Chapter HBS Number: 2726BC Subjects: Marketing; Marketing mixes; Product differentiation; Product life cycle; Product positioning; Resource allocation; Sales strategy Academic Discipline: Marketing Product Description: Add-on selling offers a significant growth opportunity, but resources must be allocated carefully and may include marketing communications, database marketing tools, and outsourcing. Tools included here help evaluate which products provide an add-on opportunity, configure how best to market them, and circumnavigate common pitfalls. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine; (2548BC) The Marketing Mix; (267XBC) From Brand Acquisitions to Brand Rationalization; (2661BC) From Market Segments to Strategic Segments; (270XBC) Managing Customer Acquisitions; (2718BC) Managing Customer Retention; (2734BC) Simply Better, Chapter Five: Caution: Inside the Box Advertising Doesn't Work; (2750BC) Market Research: Listen and Learn; (2688BC) From Declining to Growing Distribution Channels; (2696BC) From Branded Bulldozers to Global Distribution Partners.    Harvard Business Essentials: Marketer’s Toolkit: The 10 Strategies You Need to Succeed   Add   View  21 pp.  Marketing Strategy: How it Fits with Business Strategy Publication Date: 11/21/2005 Product Type: HBS Press Chapter HBS Number: 2556BC Subjects: Business philosophy; Business plans; Marketing; Marketing mixes; Marketing strategy Academic Discipline: Marketing Product Description: Successful business strategies are those in which each employee can recite the mission statement and understands how his or her job duties affect it — one cohesive unit in action. Once that is internalized, it follows that marketers must be involved in every stage in the product life cycle, the stages being defined here in relation to the marketer's role in each. May be used with: (2564BC) Creating a Marketing Plan: An Overview; (2572BC) Competitive Analysis: Understand Your Opponents; (2580BC) Market Customization: Market Segmentation, Targeting, and Positioning; (2599BC) Developing New Products and Services: The Marketer's Role; (2602BC) Branding: Differentiation that Customers Value; (2610BC) The Right Customers: Acquisition, Retention, and Development; (2629BC) Pricing It Right: Strategies, Applications, and Pitfalls; (2637BC) Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation; (2645BC) Interactive Marketing: New Channel, New Challenge; (2653BC) Marketing Across Borders: It's a Big, Big World.   Add   View  16 pp.  Creating a Marketing Plan: An Overview Publication Date: 02/20/2006 Product Type: HBS Press Chapter HBS Number: 2564BC Subjects: Business plans; Marketing; Marketing mixes; Marketing planning; Sales strategy Academic Discipline: Marketing Product Description: Effective marketing cannot begin without an effective marketing plan. The marketing plan serves to define the opportunity, the strategy, the budget, and the expected results of product sales. Here, the individual elements that comprise the plan are introduced, as are details on how to implement adequate research in considering each decision therein. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy; (2572BC) Competitive Analysis: Understand Your Opponents; (2580BC) Market Customization: Market Segmentation, Targeting, and Positioning; (2599BC) Developing New Products and Services: The Marketer's Role; (2602BC) Branding: Differentiation that Customers Value; (2610BC) The Right Customers: Acquisition, Retention, and Development; (2629BC) Pricing It Right: Strategies, Applications, and Pitfalls; (2637BC) Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation; (2645BC) Interactive Marketing: New Channel, New Challenge; (2653BC) Marketing Across Borders: It's a Big, Big World.   Add   View  16 pp.  Competitive Analysis: Understand Your Opponents Publication Date: 11/21/2005 Product Type: HBS Press Chapter HBS Number: 2572BC Subjects: Competitive advantage; Competitive environment; Market entry; Market positioning; Market research; Marketing; Product differentiation Academic Discipline: Marketing Product Description: Effective marketing must involve a thorough analysis of the overall competitive arena and the competitors that battle within it. Competitive analysis determines whether firms decide to fight head-on with like products or maneuver a sneak attack with differentiation. This chapter introduces direction and provides the tools for conducting such research. It concludes with Michael Porter's “five forces” that shape positioning strategy. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy; (2564BC) Creating a Marketing Plan: An Overview; (2580BC) Market Customization: Market Segmentation, Targeting, and Positioning; (2599BC) Developing New Products and Services: The Marketer's Role; (2602BC) Branding: Differentiation that Customers Value; (2610BC) The Right Customers: Acquisition, Retention, and Development; (2629BC) Pricing It Right: Strategies, Applications, and Pitfalls; (2637BC) Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation; (2645BC) Interactive Marketing: New Channel, New Challenge; (2653BC) Marketing Across Borders: It's a Big, Big World.   Add   View  17 pp.  Market Customization: Market Segmentation, Targeting, and Positioning Publication Date: 11/21/2005 Product Type: HBS Press Chapter HBS Number: 2580BC Subjects: Market positioning; Market segmentation; Market selection; Marketing Academic Discipline: Marketing Product Description: Market segmentation is required for firms to reach most effectively a customer base likely to purchase goods and services that are then positioned to attract them. Demographics, income level, behavior, interests, affiliation, and occupation are among the most common factors of segmentation, although multifactor segmentation homes in on the customer base most deserving of marketing resources. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy; (2564BC) Creating a Marketing Plan: An Overview; (2572BC) Competitive Analysis: Understand Your Opponents; (2599BC) Developing New Products and Services: The Marketer's Role; (2602BC) Branding: Differentiation that Customers Value; (2610BC) The Right Customers: Acquisition, Retention, and Development; (2629BC) Pricing It Right: Strategies, Applications, and Pitfalls; (2637BC) Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation; (2645BC) Interactive Marketing: New Channel, New Challenge; (2653BC) Marketing Across Borders: It's a Big, Big World.   Add   View  25 pp.  Developing New Products and Services: The Marketer’s Role Publication Date: 11/21/2005 Product Type: HBS Press Chapter HBS Number: 2599BC Subjects: Market research; Marketing; Product design; Product development; Product lines Academic Discipline: Marketing Product Description: Traditional market research techniques are applied to developing incremental updates on existing products. The development may take a horizontal path to like products or a vertical path to make premium or budget versions of one line. However, market research may suggest breakthrough products that pose a larger market risk but can equal unprecedented results. This chapter concentrates all of these options and defines the marketer's role in each. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy; (2564BC) Creating a Marketing Plan: An Overview; (2572BC) Competitive Analysis: Understand Your Opponents; (2580BC) Market Customization: Market Segmentation, Targeting, and Positioning; (2602BC) Branding: Differentiation that Customers Value; (2610BC) The Right Customers: Acquisition, Retention, and Development; (2629BC) Pricing It Right: Strategies, Applications, and Pitfalls; (2637BC) Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation; (2645BC) Interactive Marketing: New Channel, New Challenge; (2653BC) Marketing Across Borders: It's a Big, Big World.   Add   View  15 pp.  Branding: Differentiation that Customers Value Publication Date: 11/21/2005 Product Type: HBS Press Chapter HBS Number: 2602BC Subjects: Brands; Customer retention; Market positioning; Marketing Academic Discipline: Marketing Product Description: Selling a product or service is easy when it operates as it should, is easy to buy and operate, and is backed by customer service — and many products may fall into this category. But branding is what relates your logo and name to perpetual high quality in the mind of a customer and keeps him coming back to you for a second purchase. The authors introduce basic branding strategy as well as warn of over-differentiation, which may make the advertising staff happier with a novel product to sell but may leave the customer unsatisfied, resulting in a loss of customer equity. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy; (2564BC) Creating a Marketing Plan: An Overview; (2572BC) Competitive Analysis: Understand Your Opponents; (2580BC) Market Customization: Market Segmentation, Targeting, and Positioning; (2599BC) Developing New Products and Services: The Marketer's Role; (2610BC) The Right Customers: Acquisition, Retention, and Development; (2629BC) Pricing It Right: Strategies, Applications, and Pitfalls; (2637BC) Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation; (2645BC) Interactive Marketing: New Channel, New Challenge; (2653BC) Marketing Across Borders: It's a Big, Big World.   Add   View  19 pp.  The Right Customers: Acquisition, Retention, and Development Publication Date: 11/21/2005 Product Type: HBS Press Chapter HBS Number: 2610BC Subjects: Customer retention; Customer service; Market research; Marketing mixes; Marketing strategy; Product development Academic Discipline: Marketing Product Description: The nemesis of customer retention is customer defection, although these customers offer the most market information by signaling ineffective strategies in acquisition and retention. Learning these inefficiencies forces a firm to shift retention expenditures from low- to high-value customers and to evaluate future customer development. This chapter provides the steps required to move misaligned retention resources toward better product development and customer service, giving customers no reason to look elsewhere. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy; (2564BC) Creating a Marketing Plan: An Overview; (2572BC) Competitive Analysis: Understand Your Opponents; (2580BC) Market Customization: Market Segmentation, Targeting, and Positioning; (2599BC) Developing New Products and Services: The Marketer's Role; (2602BC) Branding: Differentiation that Customers Value; (2629BC) Pricing It Right: Strategies, Applications, and Pitfalls; (2637BC) Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation; (2645BC) Interactive Marketing: New Channel, New Challenge; (2653BC) Marketing Across Borders: It's a Big, Big World.   Add   View  23 pp.  Pricing It Right: Strategies, Applications, and Pitfalls Publication Date: 11/21/2005 Product Type: HBS Press Chapter HBS Number: 2629BC Subjects: Market positioning; Marketing; Marketing mixes; Price earnings ratio; Pricing; Pricing strategy Academic Discipline: Marketing Product Description: Pricing is one of the linchpins of marketing strategy and success. Early markets are reached by “prestige pricing” and “price skimming” to make the product appear valuable to the target segment. These strategies develop perceived customer value in the product, and only then should “cost-plus” pricing be introduced to make the product available to all financial sectors. By then, a firm should have gained market leadership with profits redirected toward developing another prestige-priced, hot, new sell, perpetuating top-line growth throughout the market. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy; (2564BC) Creating a Marketing Plan: An Overview; (2572BC) Competitive Analysis: Understand Your Opponents; (2580BC) Market Customization: Market Segmentation, Targeting, and Positioning; (2599BC) Developing New Products and Services: The Marketer's Role; (2602BC) Branding: Differentiation that Customers Value; (2610BC) The Right Customers: Acquisition, Retention, and Development; (2637BC) Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation; (2645BC) Interactive Marketing: New Channel, New Challenge; (2653BC) Marketing Across Borders: It's a Big, Big World.   Add   View  15 pp.  Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation Publication Date: 11/21/2005 Product Type: HBS Press Chapter HBS Number: 2637BC Subjects: Advertising; Customer relations; Marketing; Marketing communications; Public relations Academic Discipline: Marketing Product Description: Innovative marketing communications is a strategic branding process through which customers are moved to purchase one company's products or services based on multiple communications to which the customers have been exposed. This chapter evaluates the various communications vehicles that are used and proposes steps to allocate financial resources in support of the brand and the complementary messages aimed at customer development. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy; (2564BC) Creating a Marketing Plan: An Overview; (2572BC) Competitive Analysis: Understand Your Opponents; (2580BC) Market Customization: Market Segmentation, Targeting, and Positioning; (2599BC) Developing New Products and Services: The Marketer's Role; (2602BC) Branding: Differentiation that Customers Value; (2610BC) The Right Customers: Acquisition, Retention, and Development; (2629BC) Pricing It Right: Strategies, Applications, and Pitfalls; (2645BC) Interactive Marketing: New Channel, New Challenge; (2653BC) Marketing Across Borders: It's a Big, Big World.   Add   View  18 pp.  Interactive Marketing: New Channel, New Challenge Publication Date: 11/21/2005 Product Type: HBS Press Chapter HBS Number: 2645BC Subjects: Customer relationship management; Internet; Marketing; Marketing mixes; Web-based technologies Academic Discipline: Marketing Product Description: E-mail and Web-based merchandising are the key forms of Internet marketing. E-mail campaigns build customer relationships, drive sales, and begin valuable customer service when purchases have been made. Web site merchandising gives vendors a direct link with customers, eradicating the retail middlemen and retail overhead. And although snares do exist in Internet marketing, this chapter focuses on how to capitalize fully on Web-based options. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy; (2564BC) Creating a Marketing Plan: An Overview; (2572BC) Competitive Analysis: Understand Your Opponents; (2580BC) Market Customization: Market Segmentation, Targeting, and Positioning; (2599BC) Developing New Products and Services: The Marketer's Role; (2602BC) Branding: Differentiation that Customers Value; (2610BC) The Right Customers: Acquisition, Retention, and Development; (2629BC) Pricing It Right: Strategies, Applications, and Pitfalls; (2637BC) Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation; (2653BC) Marketing Across Borders: It's a Big, Big World.   Add   View  17 pp.  Marketing Across Borders: It’s a Big, Big World Publication Date: 11/21/2005 Product Type: HBS Press Chapter HBS Number: 2653BC Subjects: Distribution planning; Globalization; Marketing; Marketing mixes; Pricing strategy; Product design Academic Discipline: Marketing Product Description: Rather than adapting products to access a global market, firms should adapt the marketing mix instead, offering global product platforms with varying promotions budgets. Another key element in global marketing is the distribution network; though dealing through a trading company is the simplest solution, the chapter discusses other options. Firms need to determine where to make decisions regarding pricing, product design, distributions, and promotion. May be used with: (2556BC) Marketing Strategy: How it Fits with Business Strategy; (2564BC) Creating a Marketing Plan: An Overview; (2572BC) Competitive Analysis: Understand Your Opponents; (2580BC) Market Customization: Market Segmentation, Targeting, and Positioning; (2599BC) Developing New Products and Services: The Marketer's Role; (2602BC) Branding: Differentiation that Customers Value; (2610BC) The Right Customers: Acquisition, Retention, and Development; (2629BC) Pricing It Right: Strategies, Applications, and Pitfalls; (2637BC) Integrated Marketing Communications: Creativity, Consistency, and Effective Resource Allocation; (2645BC) Interactive Marketing: New Channel, New Challenge.   Add   View  25 pp.  Market Research: Listen and Learn Publication Date: 11/21/2005 Product Type: HBS Press Chapter HBS Number: 2750BC Subjects: Market analysis; Market research; Marketing Academic Discipline: Marketing Product Description: This chapter assesses both informal and formal methods of market research and asserts that experienced marketers will use both. Decision makers who listen directly to dissatisfied or lapsed customers and pair those conversations with formal data will develop a more visceral idea of what their customers seek, resulting in more dynamic marketing campaigns. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine; (2548BC) The Marketing Mix; (2661BC) From Market Segments to Strategic Segments; (267XBC) From Brand Acquisitions to Brand Rationalization; (2718BC) Managing Customer Retention; (2726BC) Enhancing Customer Equity Through Add-On Selling; (2734BC) Simply Better, Chapter Five: Caution: Inside the Box Advertising Doesn't Work; (2688BC) From Declining to Growing Distribution Channels; (2696BC) From Branded Bulldozers to Global Distribution Partners; (270XBC) Managing Customer Acquisitions.    How Brands Become Icons: The Principles of Cultural Branding   Added   View  16 pp.  What Is an Iconic Brand? Author(s): Holt, Douglas B. Publication Date: 09/15/2004 Product Type: HBS Press Chapter HBS Number: 4827BC Subjects: Advertising; Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning Academic Discipline: Marketing Product Description: Consumers flock to brands that embody the ideals they admire, brands that help them express who they want be. The most successful of these brands become iconic brands. This chapter outlines several key axioms for building an iconic brand using a cultural branding model — a departure from conventional branding frameworks.   Add   View  33 pp.  How Is Cultural Branding Different? Author(s): Holt, Douglas B. Publication Date: 09/15/2004 Product Type: HBS Press Chapter HBS Number: 4850BC Subjects: Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning Academic Discipline: Marketing Product Description: While conventional models may work for some branding initiatives, they do not build iconic brands, which, according to the author, have been guided by a set of strategic principles called the cultural branding model. This chapter uses the cases of Corona, Coke, and Snapple to contrast cultural branding with the branding models that dominate business practice today.   Add   View  26 pp.  Targeting Myth Markets: The First Step in Developing a Cultural Branding Strategy Author(s): Holt, Douglas B. Publication Date: 09/15/2004 Product Type: HBS Press Chapter HBS Number: 4851BC Subjects: Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning Academic Discipline: Marketing Product Description: Identity brands are different from those competing in product markets. They participate in myth markets, competing and collaborating with other cultural products like films, music, television, sports, and books. The first step of your cultural branding strategy, therefore, must be identifying and targeting the most appropriate myth market.   Add   View  35 pp.  Composing the Cultural Brief: Developing Your Cultural Branding Strategy Author(s): Holt, Douglas B. Publication Date: 09/15/2004 Product Type: HBS Press Chapter HBS Number: 4852BC Subjects: Advertising campaigns; Brand management; Brands; Business history; Marketing strategy; Product positioning Academic Discipline: Marketing Product Description: Conventionally, the positioning statement is the heart of brand strategy, but a cultural branding strategy requires abandoning typical branding directives — sell this benefit, express that emotion, show the product in use in this way — in favor of prescribing what kind of story the brand should tell to address a particular cultural contradiction of the day. This chapter shows you how to develop a cultural brief — the cultural analogue to a positioning statement.   Add   View  40 pp.  Leveraging Cultural and Political Authority: A Cultural Model of Brand Equity Author(s): Holt, Douglas B. Publication Date: 09/15/2004 Product Type: HBS Press Chapter HBS Number: 4853BC Subjects: Advertising campaigns; Brand equity; Brands; Business history; Marketing strategy; Product positioning Academic Discipline: Marketing Product Description: For iconic brands, the brand is a symbol so equity is a collective phenomenon rather than a product of a brand's hold on individual customers. The brand becomes renowned for telling certain kinds of stories that are useful in addressing certain social desires and anxieties. Therefore, identity brands succeed when their managers draw on two important assets: cultural authority and political authority.   Add   View  26 pp.  Managing Brand Loyalty as a Social Network Author(s): Holt, Douglas B. Publication Date: 09/15/2004 Product Type: HBS Press Chapter HBS Number: 4854BC Subjects: Advertising campaigns; Brand management; Brands; Business history; Emotions; Loyalty; Marketing strategy; Product positioning Academic Discipline: Marketing Product Description: This chapter uses the case of ESPN to describe the three interdependent constituencies of an iconic brand, and the distinctive network model of brand loyalty that holds such brands together.   Add   View  38 pp.  Coauthoring the Myth: Building an Iconic Brand with the Help of the Culture Industries and Populist Worlds Author(s): Holt, Douglas B. Publication Date: 09/15/2004 Product Type: HBS Press Chapter HBS Number: 4855BC Subjects: Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning Academic Discipline: Marketing Product Description: The Harley-Davidson Company is everyone's favorite company turnaround story. But conventional explanations about Harley's path to success fail to acknowledge that the so-called Harley mystique is nothing other than the brand's identity myth, bolstered by the storytelling of two powerful coauthors: the populist world of outlaw bikers and the culture industries. What are the lessons to be drawn from Harley's brand myth?   Add   View  23 pp.  Advancing the Myth: Sustaining an Iconic Brand Over Time Author(s): Holt, Douglas B. Publication Date: 09/15/2004 Product Type: HBS Press Chapter HBS Number: 4856BC Subjects: Advertising campaigns; Brand management; Brands; Business history; Marketing strategy; Product positioning Academic Discipline: Marketing Product Description: Even the most successful iconic brands routinely stumble when it comes to managing a brand myth so that it remains vital for many years. To extend a powerful myth, the brand's communications must steer a path between two traps: milking the myth to capitalize on its popularity, and abandoning the myth entirely to pursue the next big trend.   Add   View  16 pp.  Branding as Cultural Activism: An Agenda for Building Iconic Brands Author(s): Holt, Douglas B. Publication Date: 09/15/2004 Product Type: HBS Press Chapter HBS Number: 4857BC Subjects: Advertising; Advertising campaigns; Brand management; Brands; Business history; Emotions; Marketing strategy; Product positioning Academic Discipline: Marketing Product Description: To systematically build iconic brands, companies must reinvent their marketing function. They must assemble cultural knowledge, rather than knowledge about individual consumers. They must strategize according to cultural branding principles, and they must hire and train cultural activists, rather than stewards of brand essence.    Kumar: Marketing as Strategy: Understanding the CEO’s Agenda for Driving Growth and Innovation   Add   View  33 pp.  From Marketing as a Function to Marketing as a Transformational Engine Author(s): Kumar, Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Chapter HBS Number: 253XBC Subjects: Marketing; Marketing mixes; Transformations Academic Discipline: Marketing Product Description: Although the marketing function in organizations has declined, the need for marketing has never been greater. However, to rescue themselves from the corporate obscurity that comes from responsibility for implementing tactics — the traditional “four Ps” of product, place, price, and promotion — marketers must start driving overall strategic change. They must help CEOs lead organizationwide transformational initiatives that deliver substantial revenue growth and increased profitability. May be used with: (2548BC) The Marketing Mix; (2661BC) From Market Segments to Strategic Segments; (270XBC) Managing Customer Acquisitions; (2718BC) Managing Customer Retention; (2726BC) Enhancing Customer Equity Through Add-On Selling; (2734BC) Simply Better, Chapter Five: Caution: Inside the Box Advertising Doesn't Work; (2750BC) Market Research: Listen and Learn; (2688BC) From Declining to Growing Distribution Channels; (267XBC) From Brand Acquisitions to Brand Rationalization; (2696BC) From Branded Bulldozers to Global Distribution Partners.   Add   View  34 pp.  From Market Segments to Strategic Segments Author(s): Kumar, Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Chapter HBS Number: 2661BC Subjects: Market positioning; Market segmentation; Marketing; Marketing mixes; PIMS; Value proposition Academic Discipline: Marketing Product Description: After mastering the “four Ps” that help marketers identify and target market segments, the next step is building the value network — the cross-functional orchestration of activities that use the firm's individual competences, processes, and assets to increase profit margin. This chapter proposes a “three Vs” approach — valued customer, value proposition, and value network — to help firms realize organizationwide strengths that better leverage products and services. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine; (2548BC) The Marketing Mix; (267XBC) From Brand Acquisitions to Brand Rationalization; (270XBC) Managing Customer Acquisitions; (2718BC) Managing Customer Retention; (2726BC) Enhancing Customer Equity Through Add-On Selling; (2734BC) Simply Better, Chapter Five: Caution: Inside the Box Advertising Doesn't Work; (2750BC) Market Research: Listen and Learn; (2688BC) From Declining to Growing Distribution Channels; (2696BC) From Branded Bulldozers to Global Distribution Partners.   Added   View  35 pp.  From Brand Acquisitions to Brand Rationalization Author(s): Kumar, Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Chapter HBS Number: 267XBC Subjects: Brand equity; Brand management; Marketing; Marketing mixes Academic Discipline: Marketing Product Description: Of all the tangible assets that a company owns, brands are perhaps the most prized. The first step to leveraging these assets fully is to assess the brand portfolio. This chapter provides methods of removing marketing support for marginal brands, trimming the supply chain, purging unprofitable products, and reducing organizational complexity and redundancy. Only then will disproportionate investments of resources, talent, and innovation in the surviving brands deliver top-line growth. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine; (2548BC) The Marketing Mix; (2661BC) From Market Segments to Strategic Segments; (270XBC) Managing Customer Acquisitions; (2718BC) Managing Customer Retention; (2726BC) Enhancing Customer Equity Through Add-On Selling; (2734BC) Simply Better, Chapter Five: Caution: Inside the Box Advertising Doesn't Work; (2750BC) Market Research: Listen and Learn; (2688BC) From Declining to Growing Distribution Channels; (2696BC) From Branded Bulldozers to Global Distribution Partners.   Add   View  34 pp.  From Declining to Growing Distribution Channels Author(s): Kumar, Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Chapter HBS Number: 2688BC Subjects: Channels; Competitive strategy; Distribution channels; Distribution planning; Innovation; Marketing mixes; Marketing organization; Marketing planning Academic Discipline: Marketing Product Description: Seeking relief from declining distribution networks, senior executives cannot overlook innovative channels that reach new market segments while significantly cutting costs. But rather than haphazardly reacting to new channels, Kumar argues that CEOs should evaluate their own distribution models to be proactive in setting the new competitive standards. Channel migration strategies are included to help executives exploit current innovations while developing new ones. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine; (2548BC) The Marketing Mix; (2661BC) From Market Segments to Strategic Segments; (267XBC) From Brand Acquisitions to Brand Rationalization; (2696BC) From Branded Bulldozers to Global Distribution Partners; (270XBC) Managing Customer Acquisitions; (2718BC) Managing Customer Retention; (2726BC) Enhancing Customer Equity Through Add-On Selling; (2734BC) Simply Better, Chapter Five: Caution: Inside the Box Advertising Doesn't Work.   Add   View  39 pp.  From Branded Bulldozers to Global Distribution Partners Author(s): Kumar, Nirmalya Publication Date: 04/01/2004 Product Type: HBS Press Chapter HBS Number: 2696BC Subjects: Distribution channels; Distribution planning; Globalization; Marketing; Marketing mixes; Retailing; Suppliers Academic Discipline: Marketing Product Description: Global retailers often account for more than half of a supplier's business, giving these retailers tremendous negotiating clout over suppliers and prices. As more and more distribution channels consolidate worldwide, manufacturers must develop global retailing and distribution channels, allowing suppliers to get the best stock worldwide at the best prices, better serving their customers and themselves. May be used with: (253XBC) From Marketing as a Function to Marketing as a Transformational Engine; (2548BC) The Marketing Mix; (2661BC) From Market Segments to Strategic Segments; (267XBC) From Brand Acquisitions to Brand Rationalization; (2688BC) From Declining to Growing Distribution Channels; (270XBC) Managing Customer Acquisitions; (2718BC) Managing Customer Retention; (2726BC) Enhancing Customer Equity Through Add-On Selling; (2734BC) Simply Better, Chapter Five: Caution: Inside the Box Advertising Doesn't Work.    Marketing Metaphoria: What Deep Metaphors Reveal About the Minds of Consumers   Add   View  14 pp.  Undressing the Mind of the Consumer: Introduction to Deep Metaphors Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter HBS Number: 4451BC Subjects: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology Academic Discipline: Marketing Product Description: Deep deficits in thinking about consumer information reveal themselves in weak product and service development, low-impact marketing communications, and ineffective product-launch strategies. These deficits are widespread across industries. Remedying this deficiency is arguably the single largest challenge facing corporate leaders today. May be used with: (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit; (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities; (4454BC) Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking; (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking; (4456BC) Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking; (4457BC) Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking; (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking; (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking; (4460BC) Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking; (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering — Understanding the Minds of Consumers.   Added   View  32 pp.  How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter HBS Number: 4452BC Subjects: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology Academic Discipline: Marketing Product Description: This chapter identifies a deficit in deep thinking among managers and discusses some factors contributing to this deficit, particularly managers' tendencies to overemphasize surface-level differences among consumers and to neglect the deep metaphors that enable us to observe such differences in the first place. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors; (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities; (4454BC) Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking; (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking; (4456BC) Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking; (4457BC) Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking; (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking; (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking; (4460BC) Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking; (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering — Understanding the Minds of Consumers.   Add   View  21 pp.  Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter HBS Number: 4453BC Subjects: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology Academic Discipline: Marketing Product Description: This chapter introduces some of the social, psychological, physical, and neurological bases for the deep metaphors that can help managers better understand the hearts and minds of consumers. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors; (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit; (4454BC) Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking; (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking; (4456BC) Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking; (4457BC) Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking; (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking; (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking; (4460BC) Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking; (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering — Understanding the Minds of Consumers.   Add   View  19 pp.  Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter HBS Number: 4454BC Subjects: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology Academic Discipline: Marketing Product Description: Balance is one of the deep metaphors that affects the unconscious mind — and choices — of consumers. This chapter outlines several aspects of balance that marketers should understand. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors; (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit; (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities; (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking; (4456BC) Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking; (4457BC) Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking; (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking; (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking; (4460BC) Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking; (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering — Understanding the Minds of Consumers.   Add   View  22 pp.  Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter HBS Number: 4455BC Subjects: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology Academic Discipline: Marketing Product Description: Nearly every product and service is evaluated in terms of the nature and magnitude of the transformation they foster or inhibit. This chapter examines transformation as a deep metaphor that affects the customer experience. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors; (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit; (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities; (4454BC) Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking; (4456BC) Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking; (4457BC) Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking; (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking; (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking; (4460BC) Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking; (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering — Understanding the Minds of Consumers.   Add   View  21 pp.  Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter HBS Number: 4456BC Subjects: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology Academic Discipline: Marketing Product Description: How we frame time and unfolding events — the essence of “journey” as a deep metaphor — influences such consumer decisions as home buying, financial planning, charitable giving, health care, snacks, vacations, and many more. This chapter looks at what journeys reveal about consumers. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors; (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit; (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities; (4454BC) Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking; (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking; (4457BC) Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking; (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking; (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking; (4460BC) Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking; (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering — Understanding the Minds of Consumers.   Add   View  25 pp.  Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter HBS Number: 4457BC Subjects: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology Academic Discipline: Marketing Product Description: Containers serve two basic functions: they keep things in and they keep things out. This chapter looks at some of the many instances in which the container, as a deep metaphor, affects consumers' thinking and behavior. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors; (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit; (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities; (4454BC) Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking; (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking; (4456BC) Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking; (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking; (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking; (4460BC) Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking; (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering — Understanding the Minds of Consumers.   Add   View  24 pp.  Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter HBS Number: 4458BC Subjects: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology Academic Discipline: Marketing Product Description: Humans have a basic need for affiliation. The need to relate to others and to oneself has established connection as a major and pervasive lens through which consumers view the world. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors; (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit; (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities; (4454BC) Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking; (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking; (4456BC) Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking; (4457BC) Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking; (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking; (4460BC) Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking; (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering — Understanding the Minds of Consumers.   Add   View  25 pp.  Resource: How Acquisitions and Their Consequences Affect Consumer Thinking Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter HBS Number: 4459BC Subjects: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology Academic Discipline: Marketing Product Description: The deep metaphor of resource relates to capacities or abilities that we use to restore or achieve certain states. This chapter explores how consumers view the world through the lens of resource. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors; (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit; (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities; (4454BC) Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking; (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking; (4456BC) Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking; (4457BC) Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking; (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking; (4460BC) Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking; (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering — Understanding the Minds of Consumers.   Add   View  22 pp.  Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter HBS Number: 4460BC Subjects: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology Academic Discipline: Marketing Product Description: Acquiring mastery over matters that affect us is a powerful motivation, and the extent to which we do or do not have that mastery greatly affects our sense of well-being. This chapter looks at control as a powerful lens through which consumers view the world. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors; (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit; (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities; (4454BC) Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking; (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking; (4456BC) Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking; (4457BC) Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking; (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking; (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking; (4461BC) Deep Metaphors at Work: A Strategy for Workable Wondering — Understanding the Minds of Consumers.   Add   View  29 pp.  Deep Metaphors at Work: A Strategy for Workable Wondering—Understanding the Minds of Consumers Author(s): Zaltman, Gerald; Zaltman, Lindsay Publication Date: 05/06/2008 Product Type: HBS Press Chapter HBS Number: 4461BC Subjects: Archetypes; Consumer behavior; Emotions; Marketing mix; Psychology Academic Discipline: Marketing Product Description: If you want to overcome the deficit prevalent in consumer marketing and evidenced by failed product launches, ineffective marketing communications, and me-too research and development, you must learn to identify and engage the deep metaphors that govern the minds of consumers. May be used with: (4451BC) Undressing the Mind of the Consumer: Introduction to Deep Metaphors; (4452BC) How to Think Deeply: A Brief Guide to Overcoming Your Depth Deficit; (4453BC) Foundations of Deep Metaphors: How Managers Benefit from Discovering Consumer Similarities; (4454BC) Balance: How Justice, Equilibrium, and the Interplay of Elements Affect Consumer Thinking; (4455BC) Transformation: How Changes in Substance and Circumstances Affect Consumer Thinking; (4456BC) Journey: How the Meeting of Past, Present, and Future Affects Consumer Thinking; (4457BC) Container: How Inclusion, Exclusion, and Other Boundaries Affect Consumer Thinking; (4458BC) Connection: How the Need to Relate to Oneself and Others Affects Consumer Thinking; (4459BC) Resource: How Acquisitions and Their Consequences Affect Consumer Thinking; (4460BC) Control: How the Sense of Mastery, Vulnerability, and Well-Being Affects Consumer Thinking.    The Experience Economy: Work Is Theatre & Every Business a Stage   Add   View  31 pp.  Welcome to the Experience Economy: From Goods, to Services, to Experiences Author(s): Pine II, B. Joseph; Gilmore, James H. Publication Date: 03/23/1999 Product Type: HBS Press Chapter HBS Number: 8147BC Subjects: Customer service; Academic Discipline: Marketing Product Description: If your business is competing solely on offering low prices, then you've been commoditized and need to restructure your offerings to attract and keep customers. This chapter describes the necessity of recognizing experiences as a distinct economic offering that provides the key to future economic growth. May be used with: (8145BC) Setting the Stage: Engaging Customers Through Realms of Experience; (8143BC) The Show Must Go On: Creating Cohesive Themes for Consumers; (8141BC) Get Your Act Together: Stage the Experience the Customer Wants; (8139BC) Experiencing Less Sacrifice: Balancing the Needs of the Customer and the Organization; (8137BC) Work Is Theatre: It's not a Metaphor — It's a Model; (8135BC) Performing to Form: Strengthening Your Craft as a Business Performer; (8133BC) Now Act Your Part: Understanding Your On-Stage Business Role; (8131BC) The Customer Is the Product: From Creating Experiences to Guiding Transformations; (8129BC) Finding Your Role in the World: What Business Are You Really In?.   Add   View  23 pp.  Setting the Stage: Engaging Customers Through Realms of Experience Author(s): Pine II, B. Joseph; Gilmore, James H. Publication Date: 03/23/1999 Product Type: HBS Press Chapter HBS Number: 8145BC Subjects: Customer service; Academic Discipline: Marketing Product Description: Staging experiences is about more than providing diversion; it's about engaging consumers in memory-making experiences. This chapter describes how the “experience economy” means that companies have to go beyond entertaining. May be used with: (8147BC) Welcome to the Experience Economy: From Goods, to Services, to Experiences; (8143BC) The Show Must Go On: Creating Cohesive Themes for Consumers; (8141BC) Get Your Act Together: Stage the Experience the Customer Wants; (8139BC) Experiencing Less Sacrifice: Balancing the Needs of the Customer and the Organization; (8137BC) Work Is Theatre: It's not a Metaphor — It's a Model; (8135BC) Performing to Form: Strengthening Your Craft as a Business Performer; (8133BC) Now Act Your Part: Understanding Your On-Stage Business Role; (8131BC) The Customer Is the Product: From Creating Experiences to Guiding Transformations; (8129BC) Finding Your Role in the World: What Business Are You Really In?.   Add   View  29 pp.  The Show Must Go On: Creating Cohesive Themes for Consumers Author(s): Pine II, B. Joseph; Gilmore, James H. Publication Date: 03/23/1999 Product Type: HBS Press Chapter HBS Number: 8143BC Subjects: Customer service; Academic Discipline: Marketing Product Description: This chapter illustrates how succeeding in the “experience economy” means creating cohesive experiences with themes, cues, memorabilia options, and sensory triggers. May be used with: (8147BC) Welcome to the Experience Economy: From Goods, to Services, to Experiences; (8145BC) Setting the Stage: Engaging Customers Through Realms of Experience; (8141BC) Get Your Act Together: Stage the Experience the Customer Wants; (8139BC) Experiencing Less Sacrifice: Balancing the Needs of the Customer and the Organization; (8137BC) Work Is Theatre: It's not a Metaphor — It's a Model; (8135BC) Performing to Form: Strengthening Your Craft as a Business Performer; (8133BC) Now Act Your Part: Understanding Your On-Stage Business Role; (8131BC) The Customer Is the Product: From Creating Experiences to Guiding Transformations; (8129BC) Finding Your Role in the World: What Business Are You Really In?.   Add   View  16 pp.  Get Your Act Together: Stage the Experience the Customer Wants Author(s): Pine II, B. Joseph; Gilmore, James H. Publication Date: 03/23/1999 Product Type: HBS Press Chapter HBS Number: 8141BC Subjects: Customer service; Academic Discipline: Marketing Product Description: The key to success in the “experience economy” is to treat each customer as a unique individual, without sacrificing profit or product. This chapter confronts the issue of customers all too often remembering negative experiences over positive ones. May be used with: (8147BC) Welcome to the Experience Economy: From Goods, to Services, to Experiences; (8145BC) Setting the Stage: Engaging Customers Through Realms of Experience; (8143BC) The Show Must Go On: Creating Cohesive Themes for Consumers; (8139BC) Experiencing Less Sacrifice: Balancing the Needs of the Customer and the Organization; (8137BC) Work Is Theatre: It's not a Metaphor — It's a Model; (8135BC) Performing to Form: Strengthening Your Craft as a Business Performer; (8133BC) Now Act Your Part: Understanding Your On-Stage Business Role; (8131BC) The Customer Is the Product: From Creating Experiences to Guiding Transformations; (8129BC) Finding Your Role in the World: What Business Are You Really In?.   Add   View  18 pp.  Experiencing Less Sacrifice: Balancing the Needs of the Customer and the Organization Author(s): Pine II, B. Joseph; Gilmore, James H. Publication Date: 03/23/1999 Product Type: HBS Press Chapter HBS Number: 8139BC Subjects: Customer service; Academic Discipline: Marketing Product Description: This chapter shows how entering into a learning relationship with your customers allows you to anticipate their needs and tailor your products and services to better suit them. Such a relationship means that your profits increase as customer sacrifices decrease. May be used with: (8147BC) Welcome to the Experience Economy: From Goods, to Services, to Experiences; (8145BC) Setting the Stage: Engaging Customers Through Realms of Experience; (8143BC) The Show Must Go On: Creating Cohesive Themes for Consumers; (8141BC) Get Your Act Together: Stage the Experience the Customer Wants; (8137BC) Work Is Theatre: It's not a Metaphor — It's a Model; (8135BC) Performing to Form: Strengthening Your Craft as a Business Performer; (8133BC) Now Act Your Part: Understanding Your On-Stage Business Role; (8131BC) The Customer Is the Product: From Creating Experiences to Guiding Transformations; (8129BC) Finding Your Role in the World: What Business Are You Really In?.   Add   View  23 pp.  Work Is Theatre: It’s not a Metaphor - It‘s a Model Author(s): Pine II, B. Joseph; Gilmore, James H. Publication Date: 03/23/1999 Product Type: HBS Press Chapter HBS Number: 8137BC Subjects: Customer service; Academic Discipline: Marketing Product Description: This chapter describes how to take deliberate steps to connect with an audience. Act with intention and deliberation and your company will provide enriching experiences. May be used with: (8147BC) Welcome to the Experience Economy: From Goods, to Services, to Experiences; (8145BC) Setting the Stage: Engaging Customers Through Realms of Experience; (8143BC) The Show Must Go On: Creating Cohesive Themes for Consumers; (8141BC) Get Your Act Together: Stage the Experience the Customer Wants; (8139BC) Experiencing Less Sacrifice: Balancing the Needs of the Customer and the Organization; (8135BC) Performing to Form: Strengthening Your Craft as a Business Performer; (8133BC) Now Act Your Part: Understanding Your On-Stage Business Role; (8131BC) The Customer Is the Product: From Creating Experiences to Guiding Transformations; (8129BC) Finding Your Role in the World: What Business Are You Really In?.   Add   View  26 pp.  Performing to Form: Strengthening Your Craft as a Business Performer Author(s): Pine II, B. Joseph; Gilmore, James H. Publication Date: 03/23/1999 Product Type: HBS Press Chapter HBS Number: 8135BC Subjects: Customer service; Academic Discipline: Marketing Product Description: This chapter shows how, in any given business setting, performance forms can be used to customize customer experiences. Performance techniques can be used in everything from an internal company presentation, to a customer service line, to face-to-face customer interactions. May be used with: (8147BC) Welcome to the Experience Economy: From Goods, to Services, to Experiences; (8145BC) Setting the Stage: Engaging Customers Through Realms of Experience; (8143BC) The Show Must Go On: Creating Cohesive Themes for Consumers; (8141BC) Get Your Act Together: Stage the Experience the Customer Wants; (8139BC) Experiencing Less Sacrifice: Balancing the Needs of the Customer and the Organization; (8137BC) Work Is Theatre: It's not a Metaphor — It's a Model; (8133BC) Now Act Your Part: Understanding Your On-Stage Business Role; (8131BC) The Customer Is the Product: From Creating Experiences to Guiding Transformations; (8129BC) Finding Your Role in the World: What Business Are You Really In?.   Add   View  29 pp.  Now Act Your Part: Understanding Your On-Stage Business Role Author(s): Pine II, B. Joseph; Gilmore, James H. Publication Date: 03/23/1999 Product Type: HBS Press Chapter HBS Number: 8133BC Subjects: Customer service; Academic Discipline: Marketing Product Description: This chapter sets down basic guidelines for those taking on each of the various roles required for any enterprise to stage experiences. These guidelines are applicable to all businesses, from theme parks to restaurants, to banks, to airlines. May be used with: (8147BC) Welcome to the Experience Economy: From Goods, to Services, to Experiences; (8145BC) Setting the Stage: Engaging Customers Through Realms of Experience; (8143BC) The Show Must Go On: Creating Cohesive Themes for Consumers; (8141BC) Get Your Act Together: Stage the Experience the Customer Wants; (8139BC) Experiencing Less Sacrifice: Balancing the Needs of the Customer and the Organization; (8137BC) Work Is Theatre: It's not a Metaphor — It's a Model; (8135BC) Performing to Form: Strengthening Your Craft as a Business Performer; (8131BC) The Customer Is the Product: From Creating Experiences to Guiding Transformations; (8129BC) Finding Your Role in the World: What Business Are You Really In?.   Add   View  25 pp.  The Customer Is the Product: From Creating Experiences to Guiding Transformations Author(s): Pine II, B. Joseph; Gilmore, James H. Publication Date: 03/23/1999 Product Type: HBS Press Chapter HBS Number: 8131BC Subjects: Customer service; Academic Discipline: Marketing Product Description: Because customers lose interest in products, goods, services, and experiences that have been commoditized, guiding transformations is the next logical step in the Economic Pyramid. This chapter emphasizes that when you customize an experience you change the individual. May be used with: (8147BC) Welcome to the Experience Economy: From Goods, to Services, to Experiences; (8145BC) Setting the Stage: Engaging Customers Through Realms of Experience; (8143BC) The Show Must Go On: Creating Cohesive Themes for Consumers; (8141BC) Get Your Act Together: Stage the Experience the Customer Wants; (8139BC) Experiencing Less Sacrifice: Balancing the Needs of the Customer and the Organization; (8137BC) Work Is Theatre: It's not a Metaphor — It's a Model; (8135BC) Performing to Form: Strengthening Your Craft as a Business Performer; (8133BC) Now Act Your Part: Understanding Your On-Stage Business Role; (8129BC) Finding Your Role in the World: What Business Are You Really In?.   Add   View  23 pp.  Finding Your Role in the World: What Business Are You Really in? Author(s): Pine II, B. Joseph; Gilmore, James H. Publication Date: 03/23/1999 Product Type: HBS Press Chapter HBS Number: 8129BC Subjects: Customer service; Academic Discipline: Marketing Product Description: This chapter shows that by combining wisdom, strategy, and intent, you can create the transformative experiences customers desire. When the offering becomes more intangible (such as an experience or transformation), the value becomes more tangible. May be used with: (8147BC) Welcome to the Experience Economy: From Goods, to Services, to Experiences; (8145BC) Setting the Stage: Engaging Customers Through Realms of Experience; (8143BC) The Show Must Go On: Creating Cohesive Themes for Consumers; (8141BC) Get Your Act Together: Stage the Experience the Customer Wants; (8139BC) Experiencing Less Sacrifice: Balancing the Needs of the Customer and the Organization; (8137BC) Work Is Theatre: It's not a Metaphor — It's a Model; (8135BC) Performing to Form: Strengthening Your Craft as a Business Performer; (8133BC) Now Act Your Part: Understanding Your On-Stage Business Role; (8131BC) The Customer Is the Product: From Creating Experiences to Guiding Transformations.    United We Brand: How to Create a Cohesive Brand That’s Seen, Heard, and Remembered   Add   View  12 pp.  You’re Five Steps Away from Having a Customized Brand Author(s): Moser, Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter HBS Number: 5239BC Subjects: Brand management; Brands; Success Academic Discipline: Marketing Product Description: A split often occurs between a company's internal and an external identity. When the internal and external identities are consistent, the brand is strong, but when these identities are at odds, the brand is weak. This chapter describes the imperative of creating a brand roadmap in order to build a cohesive identity both inside and outside your company. May be used with: (8279BC) Core Brand Values: How to Build a Unique Brand; (8280BC) Core Brand Message: How to Build a Unique Brand; (8281BC) Brand Personality: How to Build a Unique Brand; (8282BC) Brand Icons: How to Build a Unique Brand; (8283BC) Your Brand Roadmap: How to Build a Unique Brand.   Add   View  28 pp.  Core Brand Values: How to Build a Unique Brand Author(s): Moser, Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter HBS Number: 8279BC Subjects: Brand management; Brands; Success Academic Discipline: Marketing Product Description: This chapter will help you articulate your company's core brand values, which make up the foundation for every decision your company makes — from the kind of people you hire, to the kinds of customers you pursue, to the marketing decisions you make. A worksheet to guide you through the process is included. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand; (8280BC) Core Brand Message: How to Build a Unique Brand; (8281BC) Brand Personality: How to Build a Unique Brand; (8282BC) Brand Icons: How to Build a Unique Brand; (8283BC) Your Brand Roadmap: How to Build a Unique Brand.   Add   View  32 pp.  Core Brand Message: How to Build a Unique Brand Author(s): Moser, Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter HBS Number: 8280BC Subjects: Brand management; Brands; Success Academic Discipline: Marketing Product Description: The core brand message is the key message that your company will be communicating to all its audiences. All other messages coming from the company will be offshoots of this message. This chapter will take you through a process that will ensure that the brand message you come up with will work in the marketplace for years to come. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand; (8279BC) Core Brand Values: How to Build a Unique Brand; (8281BC) Brand Personality: How to Build a Unique Brand; (8282BC) Brand Icons: How to Build a Unique Brand; (8283BC) Your Brand Roadmap: How to Build a Unique Brand.   Add   View  26 pp.  Brand Personality: How to Build a Unique Brand Author(s): Moser, Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter HBS Number: 8281BC Subjects: Brand management; Brands; Success Academic Discipline: Marketing Product Description: A well-defined brand personality can create an immediate point of differentiation in the marketplace. This chapter will show you how to determine the personality your brand is going to use to communicate its core values and core message. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand; (8279BC) Core Brand Values: How to Build a Unique Brand; (8280BC) Core Brand Message: How to Build a Unique Brand; (8282BC) Brand Icons: How to Build a Unique Brand; (8283BC) Your Brand Roadmap: How to Build a Unique Brand.   Add   View  40 pp.  Brand Icons: How to Build a Unique Brand Author(s): Moser, Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter HBS Number: 8282BC Subjects: Brand management; Brands; Success Academic Discipline: Marketing Product Description: Identifying and clarifying your brand icons — defined as anything that is unique to your brand and that brings up an image of your brand in the customer's mind — is an important step in creating a brand roadmap. This chapter will help you determine which brand icons will work best for your brand. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand; (8279BC) Core Brand Values: How to Build a Unique Brand; (8280BC) Core Brand Message: How to Build a Unique Brand; (8281BC) Brand Personality: How to Build a Unique Brand; (8283BC) Your Brand Roadmap: How to Build a Unique Brand.   Add   View  26 pp.  Your Brand Roadmap: How to Build a Unique Brand Author(s): Moser, Mike Publication Date: 02/13/2003 Product Type: HBS Press Chapter HBS Number: 8283BC Subjects: Brand management; Brands; Success Academic Discipline: Marketing Product Description: This chapter shows you how to create a brand roadmap — a practical, day-to-day guide for your brand that articulates your core brand values, core message, and brand personality. This exercise will help you see the consistencies and inconsistencies in your brand and ensure that your brand will be seen, heard, and remembered in the marketplace for years to come. May be used with: (5239BC) You're Five Steps Away from Having a Customized Brand; (8279BC) Core Brand Values: How to Build a Unique Brand; (8280BC) Core Brand Message: How to Build a Unique Brand; (8281BC) Brand Personality: How to Build a Unique Brand; (8282BC) Brand Icons: How to Build a Unique Brand.

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