Readings in Marketing - Harvard Business School Press

CORE CURRICULUM
Readings in Marketing
Fundamental course
material in Marketing
Tight pedagogical
link between Readings
and HBS cases
Adopt individual
Readings or the
full set
“This material is simple yet exhaustive and provides a
methodical approach to teach the concepts .... The
interactive segment makes it very useful and interesting.”
REVIEW FROM HARVARD BUSINESS PUBLISHING FOR EDUCATORS WEB SITE
cover the fundamental
concepts, theories, and frameworks that business students must
learn. Authored by faculty at Harvard Business School, each 20-35
page Reading is delivered entirely online and comes with a Teaching
Note, review questions, and exhibit slides. Many also include
Interactive Illustrations and videos.
CORE CURRICULUM READINGS IN MARKETING
Instructors can adopt individual Readings or the entire set,
depending on their course goals. Interactive Illustrations allow
students to experiment with changing parameters and quickly
master complex theories. The Readings also feature a glossary of
key terms, endnotes, and a comprehensive index. Each Teaching
Note includes a list of recommended cases, articles, and eLearning
programs that pair well with the Reading.
SEE REVERSE FOR A LIST OF READINGS IN MARKETING
SERIES EDITOR
Sunil Gupta
Harvard Business School
ALSO AVAILABLE IN THE
FOLLOWING DISCIPLINES:
ƒƒ Entrepreneurship
ƒƒOperations Management
ƒƒ Strategy
CORE CURRICULUM: MARKETING hbsp.harvard.edu
The 18 Marketing Readings below are listed in one
potential teaching sequence:
Framework for Marketing Strategy
Formation
Robert J. Dolan #8153
Creating Customer Value
Sunil Gupta #8176
Business-to-Business Marketing
Frank V. Cespedes, Das Narayandas #8145
Global Marketing
Rohit Deshpandé #8182
INTERACTIVE ILLUSTRATION
VIDEOS
ƒƒ Benefit and Decision-maker Stacks
ƒƒ Be Global, Act Local
ƒƒ Change the Product, Not the Consumer
Segmentation and Targeting
Sunil Gupta #8219
Marketing Intelligence
INTERACTIVE ILLUSTRATIONS
FORTHCOMING IN 2015
ƒƒ Dog Food Segmentation
INTERACTIVE ILLUSTRATION
VIDEOS
ƒƒ Pregnancy Test Device Market
ƒƒ Conjoint Analysis
ƒƒ P&G’s “Thank you, Mom” London Olympics
Campaign
VIDEOS
INTERACTIVE ILLUSTRATIONS
ƒƒ Economic Value to Customer
ƒƒ Multiattribute Model for Laptop Preference
Customer Centricity
Rohit Deshpandé #8171
VIDEOS
ƒƒ Customer Centricity
ƒƒ Customers, Not Consumers
Customer Management
Sunil Gupta #8162
INTERACTIVE ILLUSTRATIONS
ƒƒ Customer Lifetime Value
ƒƒ Expected Customer Lifetime Value
ƒƒ Margin Multiple
Consumer Behavior and the
Buying Process
John T. Gourville, Michael I. Norton #8167
VIDEOS
ƒƒ Harnessing Creativity
ƒƒ United Breaks Guitars
ƒƒ Use Social Media to Listen to Customers
ƒƒ GE Healthcare Case, Parts 1-6
Brand Positioning
FORTHCOMING IN 2015
Brands and Brand Equity
Rohit Deshpandé, Anat Keinan #8140
VIDEOS
INTERACTIVE ILLUSTRATION
ƒƒ Watch Branding/Using Perceptual Maps
to Understand Market Positioning
ƒƒ How Google Markets with Emotion
Product Policy
ƒƒ A Wedge of Lime
FORTHCOMING IN 2015
Pricing Strategy
Robert J. Dolan, John T. Gourville #8203
Digital Marketing
FORTHCOMING IN 2015
INTERACTIVE ILLUSTRATIONS
ƒƒ Break Even Quantity
ƒƒ Pricing Marginal Math
Competition Strategies
ƒƒ Value Stack
FORTHCOMING IN 2015
Developing and Managing Channels
of Distribution
V. Kasturi Rangan #8149
Marketing Communication
FORTHCOMING IN 2015
INTERACTIVE ILLUSTRATIONS
ƒƒ Channel Margins Tool
ƒƒ Channel Profiles
Sales Force Design and Management
Doug J. Chung, Das Narayandas #8213
EDUCATOR COPIES FOR
PREMIUM EDUCATORS
Premium Educators registered at
hbsp.harvard.edu can get access to
course-planning tools, Teaching Notes,
Free Trials for eLearning content, and
special student pricing.
INTERACTIVE ILLUSTRATION
ƒƒ Salesforce Compensation
VIDEOS
ƒƒ Aligning Strategy and Sales
ƒƒ Frontline Employees
ƒƒ Investment in Engagement
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