Business management
Major Sales: Who Really Does the Buying? (HBR Classic)
Reprint: R0607P When is a buyer not really a buyer? How can the best product at the lowest price turn off buyers? Are there anonymous leaders who make...
202 results for "Thomas V. Bonoma"
- Business management
Who Really Does the Buying?
When is a buyer not really a buyer? How can the best product at the lowest price turn off buyers? Are there anonymous kingpins who make the real buying decisions? As these questions suggest, the reality of buying and selling is often not what it seems. The psychological and emotional factors that figure strongly in […]
- Business management
How to Segment Industrial Markets
The difficulty of segmenting industrial markets has dissuaded companies from trying, despite the benefits they lose in terms of market analysis and selection....
Case Study Reprint
Learning by the Case Method in Marketing
Introduces learning by the case method, with application to marketing learning. Places case learning in the stream of experiential learning and explains...
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What Is Marketing?
An introductory note for MBA students on the nature of marketing and topics encountered in its study. Defines the topic then breaks marketing into two...
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Marketing Subversives
Most U.S. companies have developed fairly rigid marketing structures to achieve certain and predictable results, when the business climate is equally...
Case Study Reprint
Concept Devices, Inc.: International Market Entry
Concept is a highly touted startup venture in distributed data processing computers. The company has only made one sale to date, but has an order backlog...
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Frito-Lay, Inc.: Grandma's
Mr. Kenneth Treece, marketing director of Frito-Lay's Grandma's (R) Cookie division has received the final test market figures for the new supermarket...
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Gillette Personal Care Division: Marketing Planning and Control
Bill Ryan, president of the Gillette Co.'s Personal Care Division, is considering changing the division's planning and control system for marketing. White...
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Atlantic Aviation Corp.: Westwind Division
Raises issues on monitoring and controlling flight demonstration costs for the Westwind business jet. Atlantic's marketing vice president is concerned...
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Gillette Co.: Dry Idea Advertising (B), The Bake-Off
Presents the second of two cases describing the struggle to find "the right advertising" for the Dry Idea antiperspirant brand introduced in 1978 by the...
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Boston Whaler, Inc.: Managing the Dealer Network
Mr. Joseph Lawler, newly-appointed president of Boston Whaler, Inc. (BWI), believes that better dealer management is the key to his company's continued...
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Learning with Cases
Gives some tips to maximize all learning; offers the pros and cons of experiential learning (cases) as a method; and gives some guidelines for effective...
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Waters Chromatography Division: U.S. Field Sales (B)
Presents a sequel to the (A) case, which features a diary-style account of "a day in the field" with Ray Burnett, a field sales representative for Waters...
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Gillette Co.: Dry Idea Advertising (A), Video Introduction
Provides an overview of video contents and three attachments: 1) chart discussed at meeting shown in video, 2) historical Dry Idea copy strategies, and...
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