Readings in Marketing - Harvard Business School Press
CORE CURRICULUM Readings in Marketing Fundamental course material in Marketing Tight pedagogical link between Readings and HBS cases Adopt individual Readings or the full set “This material is simple yet exhaustive and provides a methodical approach to teach the concepts .... The interactive segment makes it very useful and interesting.” REVIEW FROM HARVARD BUSINESS PUBLISHING FOR EDUCATORS WEB SITE cover the fundamental concepts, theories, and frameworks that business students must learn. Authored by faculty at Harvard Business School, each 20-35 page Reading is delivered entirely online and comes with a Teaching Note, review questions, and exhibit slides. Many also include Interactive Illustrations and videos. CORE CURRICULUM READINGS IN MARKETING Instructors can adopt individual Readings or the entire set, depending on their course goals. Interactive Illustrations allow students to experiment with changing parameters and quickly master complex theories. The Readings also feature a glossary of key terms, endnotes, and a comprehensive index. Each Teaching Note includes a list of recommended cases, articles, and eLearning programs that pair well with the Reading. SEE REVERSE FOR A LIST OF READINGS IN MARKETING SERIES EDITOR Sunil Gupta Harvard Business School ALSO AVAILABLE IN THE FOLLOWING DISCIPLINES: Entrepreneurship Operations Management Strategy CORE CURRICULUM: MARKETING hbsp.harvard.edu The 18 Marketing Readings below are listed in one potential teaching sequence: Framework for Marketing Strategy Formation Robert J. Dolan #8153 Creating Customer Value Sunil Gupta #8176 Business-to-Business Marketing Frank V. Cespedes, Das Narayandas #8145 Global Marketing Rohit Deshpandé #8182 INTERACTIVE ILLUSTRATION VIDEOS Benefit and Decision-maker Stacks Be Global, Act Local Change the Product, Not the Consumer Segmentation and Targeting Sunil Gupta #8219 Marketing Intelligence INTERACTIVE ILLUSTRATIONS FORTHCOMING IN 2015 Dog Food Segmentation INTERACTIVE ILLUSTRATION VIDEOS Pregnancy Test Device Market Conjoint Analysis P&G’s “Thank you, Mom” London Olympics Campaign VIDEOS INTERACTIVE ILLUSTRATIONS Economic Value to Customer Multiattribute Model for Laptop Preference Customer Centricity Rohit Deshpandé #8171 VIDEOS Customer Centricity Customers, Not Consumers Customer Management Sunil Gupta #8162 INTERACTIVE ILLUSTRATIONS Customer Lifetime Value Expected Customer Lifetime Value Margin Multiple Consumer Behavior and the Buying Process John T. Gourville, Michael I. Norton #8167 VIDEOS Harnessing Creativity United Breaks Guitars Use Social Media to Listen to Customers GE Healthcare Case, Parts 1-6 Brand Positioning FORTHCOMING IN 2015 Brands and Brand Equity Rohit Deshpandé, Anat Keinan #8140 VIDEOS INTERACTIVE ILLUSTRATION Watch Branding/Using Perceptual Maps to Understand Market Positioning How Google Markets with Emotion Product Policy A Wedge of Lime FORTHCOMING IN 2015 Pricing Strategy Robert J. Dolan, John T. Gourville #8203 Digital Marketing FORTHCOMING IN 2015 INTERACTIVE ILLUSTRATIONS Break Even Quantity Pricing Marginal Math Competition Strategies Value Stack FORTHCOMING IN 2015 Developing and Managing Channels of Distribution V. Kasturi Rangan #8149 Marketing Communication FORTHCOMING IN 2015 INTERACTIVE ILLUSTRATIONS Channel Margins Tool Channel Profiles Sales Force Design and Management Doug J. Chung, Das Narayandas #8213 EDUCATOR COPIES FOR PREMIUM EDUCATORS Premium Educators registered at hbsp.harvard.edu can get access to course-planning tools, Teaching Notes, Free Trials for eLearning content, and special student pricing. INTERACTIVE ILLUSTRATION Salesforce Compensation VIDEOS Aligning Strategy and Sales Frontline Employees Investment in Engagement NOT REGISTERED? APPLY NOW educatoraccess.hbsp.harvard.edu Product #M00063 MC190460315 © 2015 Harvard Business School Publishing Harvard Business Publishing is an affiliate of Harvard Business School. Printed on Recycled Paper
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