Business management
How to Build a B2B Brand
Coming soon from John Quelch: Greater Good: How Good Marketing Makes for Better Democracy (Hardcover) Many business-to-business (B2B) CEOs view marketing...
Nov 20, 2007
272 results for "John Quelch"
- Business and society
How Negative Advertising Works (And When it Doesn't)
This post is drawn from an article that appeared first in The Washington Times on Sunday, May 10. For more detail, see Greater Good: How Good Marketing...
May 12, 2008
- Business and society
How Marketing Helps Democracy
This post is based on the new book, Greater Good: How Good Marketing Makes For Better Democracy, by John A. Quelch and Katherine E. Jocz, now available...
Jan 31, 2008
- Business management
How Marketing Hype Hurt Boeing and Apple
Last month, Boeing stock went wobbly on news that test flights and initial deliveries of the Dreamliner would be delayed. Apple's stock, although it rebounded...
Nov 02, 2007
- Business management
Outsourcing Marketing
Marketing is becoming more analytic and less creative. That's why, HBS professors Gail McGovern and John Quelch assert, more companies are finding it...
- Business management
Quality Is More Than Making a Good Product
The quality of customer service is often as important as the quality of the product. A company can evaluate its customer service by performing a customer...
- Business management
How CMOs Should Function in a Recession
Some good news for marketing heads: Chief Marketing Officers (CMOs) are holding on to their jobs longer. Spencer Stuart's annual survey of CMO tenure...
Feb 23, 2009
- Business management
How To Brand an Ingredient
Why do we pay more for an orange with a Sunkist sticker? Because inspecting the outside of the orange doesn't guarantee the quality of what's inside....
Oct 08, 2007
- Business management
How to Be a Customer
99% of marketing focuses on how to sell to customers. Very little attention is paid to why and how customers should sell themselves to marketers. As a...
Sep 18, 2007
How Marketing Succeeded (But Still Fails To Impress)
Many dismiss marketing as manipulative, deceptive and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book, Consumed, claims that marketing is “sucking up the air from every other domain to sustain the sector devoted to consumption.” He is correct. Coca-Cola, Nike and Starbucks […]
Feb 03, 2009
- Business management
How Olympics Branding Is Shaping China
The Olympics have long been seen as China's global coming out party. But the event is more than that: The Olympic Games will change China forever. In...
Aug 11, 2008
- Business management
Customers Demand and Deserve Respect
The 2007 "Marketing KnowHow" blog post that drew the most comments was "How To Be A Customer." The post recommended five good customer behaviors: be demanding,...
Dec 17, 2007
- Business management
How Corporate Responsibility Can Survive the Recession
Corporations engaged in recession-driven cost-cutting are trimming or eliminating corporate responsibility initiatives. Though corporate survival is key...
Sep 22, 2009
- Business management
How to Market in a Recession
"Recession is possible." Fed Chairman Bernanke has used the R word in this week's Congressional hearings. That in itself makes a US recession more likely....
Sep 24, 2008
- Business management
Should You Address a Colleague's Erratic Behavior? (HBR Case Study and Commentary)
Carlos, the director of digital strategy for a rapidly growing meal-delivery service, is cosponsoring a critical app redesign project. His partner, Larry,...
