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案例
- Vicks Health Care Division, Project Scorpio (A)
- Red Hat and the Linux Revolution
- Barco Protection Systems (A)
- American Airlines, Inc.: Proposal for a Three-Class Transcon Service
- Vestron
- Boston Whaler, Incorporated: Managing the Dealer Network
- Optical Distortion, Inc. (A)
- Clorox: Combat Advertising Strategy A and B
导论
- Introduction, 讲义
- Company Brief: House of Windsor, The Economist
- Matrix for a Modern Monarchy, The Economist
消费者
- Segmentation, Targeting and Positioning, Bovee, Houston and Thill
- Mental Accounting and Consumer Choice, Richard Thaler
- Get Closer To Your Customers By Understanding How They Make Choices, Itamar Simonson
营销战略I
- Profits Increase With The Level of Firm Differentiation, Duncan Simester
- When Slimming is Not Enough, The Economist
- Competing on Resources: Strategy in the 1990s, David Collis and Cynthia Montgomery
营销战略II
- Double Marginalization: A Simple Illustration, Duncan Simester
- Barnes and Noble, Ingram Deal Under Scrutiny, New York Times
- Republic Industries, Toyota Settle Dispute, Wall Street Journal
- Sovereign Consumers, The Economist
分销
- Teaching Note: Design of Supply and Distribution Channels, Duncan Simester
- Economic Organization and Efficiency, Paul Milgrom and John Roberts
- Direct and Indirect Bargaining Costs and the Scope of the Firm, Knez and Simester
- Bose Corporation: The JIT II Program (B) and (D), HBS case
产品开发
- Jager's Gamble, The Economist
- Know Thyself, The Economist
- Phase 1 Research Instrument
- Phase 2 Research Instrument
- Edited Phase 1 Research Findings
- Edited Phase 2 Research Findings
定价
- UPS Price Schedule
- $9 Endings: Why Stores Sell More at $49 than at $44, Anderson and Simester
- The Gap in the Air Has Never Been Wider, Wall Street Journal
- Sheep Drug Halts Colon Cancer; Doctor Says Humans Are Fleeced, Chicago Tribune
- Court: Vertical Price Fixing Isn't Necessarily Illegal, CNN
- Manufacturers Allowed To Cap Retail Prices, Wall Street Journal
广告
- How to Produce Advertising That Sells, David Ogilvy
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