Marketing Strategy

Marketing Strategy

Ambush Marketing — A Threat to Corporate Sponsorship

Tony Meenaghan

October 15, 1996

Marketing Strategy

Customizing Customization

Joseph Lampel and Henry Mintzberg

October 15, 1996

Marketing Strategy

Capture and Communicate Value in the Pricing of Services

Leonard L. Berry and Manjit S. Yadav

July 15, 1996

Marketing Strategy

The Design and Development of Information Products

Marc H. Meyer and Michael H. Zack

April 15, 1996

Marketing Strategy

First to Market, First to Fail? Real Causes of Enduring Market Leadership

Using a historical method, the authors try to determine why pioneeers fail and early leaders succeed.

Gerard J. Tellis and Peter N. Golder

January 15, 1996

Marketing Strategy

Speeding High-Tech Producer, Meet the Balking Customer

Anirudh Dhebar

January 15, 1996

Marketing Strategy

How Should National Brands Think about Private Labels?

Stephen J. Hoch

January 15, 1996

Marketing Strategy

Marketing Strategies for the Ethics Era

N. Craig Smith

July 15, 1995

Marketing Strategy

How to Address the Gray Market Threat Using Price Coordination

Gert Assmus and Carsten Wiese

April 15, 1995

Marketing Strategy

Financial Analysis for Profit-Driven Pricing

An effective pricing decision should involve an optimal blending of internal financial constraints and external market conditions.

Gerald E. Smith and Thomas T. Nagle

April 15, 1994

Marketing Strategy

Understanding Customer Expectations of Service

A. Parasuraman, Leonard L. Berry and Valarie A. Zeithaml

April 15, 1991