Marketing Cases List

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  • Aqualisa Quartz: Simply a Better Shower by Youngme Moon
  • Aravind Eye Hospital, Madurai, India: In Service for Sight by V. Kasturi Rangan
  • Barco Projection Systems (A): Worldwide Niche Marketing by Rowland T. Moriarty
  • Biopure Corp. by John T. Gourville
  • Birth of the Swatch by Youngme Moon
  • Black & Decker Corp. (A): Power Tools Division by Robert J. Dolan
  • BMWFilms by Youngme Moon
  • Brita Products Co. by John A. Deighton
  • Burberry by Youngme Moon
  • Callaway Golf Co. by Rajiv Lal
  • Calyx & Corolla by Walter J. Salmon
  • Charles Schwab & Co., Inc.: The “Talk to Chuck” Advertising Campaign by John A. Quelch
  • Citibank: Launching the Credit Card in Asia Pacific (A) by V. Kasturi Rangan
  • Coca-Cola’s New Vending Machine (A): Pricing to Capture Value, or Not? by Charles King, Das Narayandas
  • Colgate Max Fresh: Global Brand Roll-Out by John A. Quelch, Jacquie Labatt-Randle
  • Colgate-Palmolive Co.: The Precision Toothbrush by John A. Quelch
  • Communispace by Anat Keinan
  • Computron, Inc. (2006) by John A. Quelch
  • Cumberland Metal Industries: Engineered Products Division–1980 by Benson P. Shapiro
  • Cyworld: Creating and Capturing Value in a Social Network by Sunil Gupta, Sangman Han
  • Dominion Motors & Controls Ltd. by E. Raymond Corey
  • Dove: Evolution of a Brand by John A. Deighton
  • Eastman Kodak Co.: Funtime Film by Robert J. Dolan
  • elBulli: The Taste of Innovation by Michael I. Norton
  • Goodyear: The Aquatred Launch by John A. Quelch
  • Harrah’s Entertainment, Inc. by Rajiv Lal
  • H-E-B Own Brands by V. Kasturi Rangan
  • HubSpot: Inbound Marketing and Web 2.0 by Thomas J. Steenburgh
  • IKEA Invades America by Youngme Moon
  • Inside Intel Inside by Youngme Moon
  • Kingsford Charcoal by Das Narayandas
  • KONE: The MonoSpace Launch in Germany by Das Narayandas
  • Land Rover North America, Inc. by Susan Fournier
  • Launching the BMW Z3 Roadster by Susan Fournier, Robert J. Dolan
  • Lenovo: Building a Global Brand by John A. Quelch
  • L’Oreal of Paris: Bringing “Class to Mass” with Plenitude by Robert J. Dolan
  • Marketing at The Vanguard Group by John A. Quelch, Carin-Isabel Knoop
  • Marvel Enterprises, Inc. by Anita Elberse
  • Medicines Co. by John T. Gourville
  • Mountain Dew: Selecting New Creative by Douglas B. Holt
  • Nestle Refrigerated Foods: Contadina Pasta & Pizza (A) by V. Kasturi Rangan
  • Optical Distortion, Inc. (A) by Darral G. Clarke
  • Polyphonic HMI: Mixing Music and Math by Anita Elberse
  • Product Team Cialis: Getting Ready to Market by Elie Ofek
  • Real Madrid Club de Futbol by John A. Quelch, Carin-Isabel Knoop
  • Red Lobster by David E. Bell, Jason Riis
  • Rohm and Haas (A): New Product Marketing Strategy by V. Kasturi Rangan
  • Samsung Electronics Co.: Global Marketing Operations by John A. Quelch
  • Sealed Air Corp. by Robert J. Dolan
  • Snappleby John A. Deighton
  • Starbucks: Delivering Customer Service by John A. Quelch, Youngme Moon
  • Steinway & Sons: Buying a Legend (A) by John T. Gourville, Joseph B. Lassiter
  • The New Beetle by Rajiv Lal
  • The New York Times Paywall by Vineet Kumar, Bharat N. Anand, Sunil Gupta, Felix Oberholzer-Gee
  • TiVo by Luc Wathieu
  • Tweeter etc. by John T. Gourville, George Wu
  • Unilever in India: Hindustan Lever’s Project Shakti–Marketing FMCG to the Rural Consumer by V. Kasturi Rangan, Rohithari Rajan
  • UnME Jeans: Branding in Web 2.0 by Thomas J. Steenburgh
  • Virgin Mobile USA: Pricing for the Very First Time by Gail McGovern
  • XM Satellite Radio (A) by David B. Godes, Elie Ofek
  • Online Marketing at Big Skinny by Benjamin Edelman, Scott Duke Kominers
  • HubSpot: Inbound Marketing and Web 2.0 by Thomas Steenburgh, Jill Avery, Naseem Dahod
  • Rohm and Haas (A): New Product Marketing Strategy by V. Kasturi Rangan, Susan Lasley
  • Barco Projection Systems (A): Worldwide Niche Marketing by Rowland T. Moriarty Jr., Krista McQuade
  • Brannigan Foods: Strategic Marketing Planning by John A. Quelch, James Kindley
  • Marketing Simulation: Managing Segments and Customers V2 by Das Narayandas
  • Prelko Marketing Systems Inc. by Elizabeth M.A. Grasby, Eli Gladstone
  • Mekanism: Engineering Viral Marketing by Thales S. Teixeira, Alison Caverly
  • Lowe’s Companies, Inc.: Optimizing the Marketing Communications Mix by Mohanbir Sawhney, Aarti Kumar, Hilary Meyer, Coby Neuenschwander, Sang’ ona Oriedo, Mallika Pradhan, Garima Sethi, Pallavi Goodman
  • SVEDKA Vodka (C): Marketing Mix in the Vodka Industry by Paul W. Farris, Rajkumar Venkatesan
  • The Dannon Company: Marketing and Corporate Social Responsibility (B) by Christopher Marquis, Bobbi Thomason
  • Cisco Systems: Launching the ASR 1000 Series Router Using Social Media Marketing by Mohanbir Sawhney
  • Procter & Gamble: Marketing Capabilities by Rebecca Henderson, Ryan Johnson
  • http://www.dhonuk.com – Marketing Art in an Emerging Market by S. Ramesh Kumar, Shamit Bagchi
  • Cause-Related Marketing: 3M as a Corporate Sponsor of the Canadian Breast Cancer Foundation by Allison Johnson, Laurie Dudo
  • Birzeit Pharmaceutical Company: Marketing from Palestine by Yara Asad, Ilan Alon
  • BBVA Compass: Marketing Resource Allocation by Sunil Gupta, Joseph Davies-Gavin
  • Ceja Vineyards: Marketing to the Hispanic Wine Consumer? by Armand Gilinsky Jr., Linda I. Nowak, Cristina Santini, Ricardo Villarreal daSilva
  • Kiai Marketing Group by Elizabeth M.A. Grasby, Eric Janssen
  • Infineon Raceway (Sears Point Raceway): Marketing in the Motorsports World by George Foster, Norm O’Reilly, David W. Hoyt
  • Homeless World Cup: Social Entrepreneurship, Cause Marketing, and a Partnership with Nike by George Foster, Jocelyn Hornblower, Norm O’Reilly
  • Franz Collection, Inc.: The Road From Subcontracting to Brand Marketing by Lien-Ti Bei, Shih-Fen Chen
  • Marketing and Ethics by R. Edward Freeman, Jacki Fritz, Jenny Mead
  • The Dannon Company: Marketing and Corporate Social Responsibility (A) by Christopher Marquis, Pooja Shah, Amanda Tolleson, Bobbi Thomason
  • HyundaiCard’s Marketing Strategy by Chan Soo Park, Ronald D. Camp
  • Nettwerk: Digital Marketing in the Music Industry by John Deighton, Leora Kornfeld
  • Ad-lider Embalagens, SA: Marketing Research for Drawstring Trash Bags in Brazil by Rosane Gertner, Dennis Guthery, Richard Ettenson
  • Marketing Planning at Just Us! Cafes by Sara Loudyi, Julia Sagebien, Normand Turgeon, Ian McKillop
  • Caesar IT Services: Marketing Multiple Value Propositions by Stefan Stremersch, Silvia Bellezza
  • Nashville Predators: Marketing Strategy for an NHL Franchise by June Cotte, Jamie Duncan
  • Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Sponsored Search by Mark Jeffery, Lisa Egli, Andy Gieraltowski, Jessica Lambert, Jason Miller, Liz Neely, Rakesh Sharma
  • Molson Canada: Social Media Marketing by Deborah Compeau, Israr Qureshi
  • Lenovo Chief Marketing Officer and Senior VP E-Commerce, Deepak Advani, Interviewed by John Quelch, Video Supplement (DVD) by John A. Quelch
  • Lenovo Chief Marketing Officer and Senior VP E-Commerce, Deepak Advani, Interviewed by Professor John Quelch, Video by John A. Quelch
  • Blogging: A New Play in Your Marketing Game Plan by Tanuja Singh, Liza Veron-Jackson, Joe Cullinane
  • Conroy’s Acura: Customer Lifetime Value and Return on Marketing by Kyle Murray, Mike Moffat
  • Anduro Marketing: Internet Services vs. Software Sales by Malcolm Munro, Sid L. Huff
  • Marketing the “$100 Laptop” (B) by John A. Quelch
  • Marketing the “$100 Laptop” (A) by John A. Quelch
  • Maria Sharapova: Marketing a Champion (B) by Anita Elberse, Margarita Golod
  • Maria Sharapova: Marketing a Champion (A) by Anita Elberse, Margarita Golod
  • EDB and Friends: Reviving a Mature Brand through Interactive Online Marketing by Monica Park, Kineta Hung
  • Measuring Marketing Performance by Gail McGovern, John A. Quelch
  • PSI: Social Marketing Clean Water by V. Kasturi Rangan, Nava Ashraf, Marie Bell
  • Disney Consumer Products: Marketing Nutrition to Children by David E. Bell, Laura Winig
  • Marketing Chateau Margaux by John Deighton, Vincent Dessain, Leyland Pitt, Daniela Beyersdorfer, Anders Sjoman
  • Marketing New York City by V. Kasturi Rangan, Anita Elberse
  • Brand in the Hand: Mobile Marketing at Adidas by Andrew Rohm, Fareena Sultan, David Wesley
  • Myriad and OncorMed and the Marketing of the First Genetic Tests for Breast Cancer Susceptibility by Margaret L. Eaton, Rebecca Farkas, Daniel Greenwald
  • Dexit–A Marketing Opportunity by Robin Ritchie, Lalani Sohail, Sohail Lalani
  • Developing and Marketing a Blockbuster Drug: Lessons from Eli Lilly’s Experience with Prozac by Margaret L. Eaton, Mark Xu
  • Unilever in India: Hindustan Lever’s Project Shakti–Marketing FMCG to the Rural Consumer by V. Kasturi Rangan, Rohithari Rajan
  • Grupo Garantia (D) Cervejaria Brahma SA: Beer Brewing and Marketing by R. Jeffrey Ellis
  • Coca-Cola’s Marketing Challenges in Brazil: The Tubaίnas War by Dennis Guthery, David Gertner, Rosane Gertner
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