Marketing Management

SES #: 4 · TOPICS: In‐class Project Meetings: Topic and Customer Identification. · READINGS: No readings.

SES #: 8 · TOPICS: Special guest: Richard Choi, Dir., Chevrolet Global Brand Strategy · READINGS: No readings.

SES #: 9 · TOPICS: Project Groups Meet on their Own to Finalize Topics. · READINGS: No readings.

SES #: 15 · TOPICS: Special Guest: Sahver Binici, founder, Olivita Artisan · READINGS: No readings.

SES #: 17 · TOPICS: In‐class Project Meetings: Report on VOC and Finalize Projects. · READINGS: No readings.

SES #: 20 · TOPICS: Synthesis · READINGS: No readings.

Kotler, Philip, and Kevin Keller. Marketing Management . 13th ed. Prentice Hall, 2008. ISBN: 9780136009986.

Best, Roger J. Market-Based Management – Strategies for Growing Customer Value and Profitability . 5th ed. Prentice Hall, 2009. ISBN: 9780132336536.

Dolan, Robert J. “Note on Marketing Strategy.” Harvard Business Review . Harvard Business School Publishing, October 29, 2007.

———. “Basic Quantitative Analysis for Marketing.” Harvard Business School Publishing, May 24, 1984.

Paul, Peter J., and James Donelly. “Analyzing Marketing Problems and Cases.” Section II in A Preface to Marketing Management . Richard D. Irwin, Inc., 1994. ISBN: 9780256122510.

Chernev, Alexander. “Managing the Competition.” In Strategic Marketing Management . Brightstar Media, Inc., 2009. ISBN: 9780982512647.

Cressman, George, and Thomas T. Nagle. “How to Manage an Aggressive Competitor.” Business Horizons 45, no. 2 (2002): 23-30.

Belsky, Gary. “To Understand Your Customers, You Have to Know How They Think.” America’s Community Banker , October 1999, 23-26.

Altman, Daniel. “A Nobel That Bridges Economics and Psychology.” The New York Times , October 10, 2002.

Best, Rogers. “Economic Benefits and Value Creation.” In Market-Based Management-Strategies for Growing Customer Value and Profitability . 5th ed. Prentice Hall, 2009. ISBN: 9780132336536.

Reichheld, Frederick F., and W. Early Sasser, Jr. “Zero Defections: Quality Comes to Services.” Harvard Business Review , September-October, 1990, 105-111.

Gupta, Sunil, and Donald R. Lehmann. “Customers As Assets.” Journal of Interactive Marketing 17, no. 1 (2003): 9-24.

Chernev, Alexander. “Segmentation and Targeting Analysis.” In Strategic Marketing Management . Brightstar Media, Inc., 2009. ISBN: 9780982512647.

———. “Value Proposition and Positioning.” In Strategic Marketing Management . Brightstar Media, Inc., 2009. ISBN: 9780982512647.

Szegedy-Maszak, Marianne. “The Worst of All Bets.” US News and World Report , May 15, 2005.

Griffiths, Mark. “Betting Your Life on It.” British Medical Journal 329 (2004): 1055-56.

Holden, Constance. “Behavioral Addictions Debut in Proposed DSM-V.” Science 327, no. 5968 (2010): 935.

Mizik, Natalie, and Robert Jacobson. “Talk About Brand Strategy.” Harvard Business Review Magazine , October 2005.

Keller, K. L., and Lehmann, D. R. “How Do Brands Create Value?” Marketing Management 12 (2003): 26-31.

Iansiti, Marco, Thomas J. Kosnik, and Ellen Stein. “Product Development: A Customer-Driven Approach.” Harvard Business School Note. Harvard Business School Publishing. November 9, 1994.

Boulding, Willian, and Markus Christen. “First-Mover Disadvantage.” Harvard Business Review Magazine , October 2001.

Ortmeyer, Gwendolyn K. “Ethical Issues in Pricing.” Chapter 5.1 in Ethics in Marketing . By N. Craig Smith and John A. Quelch. Irwin, 1992. ISBN: 9780256108941.

Simon, Hermann. “Pricing Opportunities — And How to Exploit Them.” Sloan Management Review 33 (1992): 55-65.

Purohit, Debu. “Aligning Incentives in Marketing Channels.” Duke University Teaching Note, 2001.

Mizik, Natalie, and Robert L. Jacobson. “The Cost of Myopic Management.” Harvard Business Review Magazine , July-August 2007.

———. “Myopic Marketing Management: Evidence of the Phenomenon and Its Long-Term Performance Consequences in the SEO Context.” Marketing Science 26, no. 3 (2007): 361-379.

Hibbard, Jonathan D., Julie Yao, and John A. Quelch. “Vestron.” Boston, MA: Harvard Business School, 1990. Case No. 9-590-002.

Willilams, Jeffrey R. “Vicks Health Care Division, Project Scorpio (A).” Boston, MA: Harvard Business School, 1981. Case No. 9-582-039.

McQuade, Krista, and Rowland T. Moriarty. “Barco Protection Systems (A).” Boston, MA: Harvard Business School, 1991. Case No. 9-591-133.

“Optical Distortion, Inc. (A).” Boston, MA: Harvard Business School, 1975. Case No. 575-072.

Gourville, John, George Wu, and James Evans. “Tweeter etc.” Boston, MA: Harvard Business School, 1996, 1997. Case No. 9-597-028.

Kane, Margaret L., and Thomas V. Bonoma. “Boston Whaler, Incorporated: Managing the Dealer Network.” Boston, MA: Harvard Business School, 1983. Case No. 9-584-036.

Von Werssowetz, Richard O., and Howard H. Stevenson. “Michael Bregman.” Boston, MA: Harvard Business School, 1983. Case No. 9-383-107.

Shapiro, Roy D., and Bruce Isaacson. “Bose Corporation: The JIT II Program (B).” Boston, MA: Harvard Business School, 1994. Case No. 9-694-002.

———. “Bose Corporation: The JIT II Program (D).” Boston, MA: Harvard Business School, 1994. Case No. 9-694-004.

Thaler, R. “Mental Accounting and Consumer Choice.” Marketing Science 4 (1985): 199-214.

Simonson, I. “Get Closer To Your Customers By Understanding How They Make Choices.” California Management Review 35, no. 4 (Summer 1993).

Simester, D., and Drazen Prelec. “Always Leave Home Without It: A Further Investigation of the Credit Card Effect on Willingness to Pay.” Marketing Letters 12, no. 1: 5-12.

Collins, D., and Cynthia A. Montgomery. Competing on Resources: Strategy in the 1990s . Cambridge, MA: Harvard Business School Press, 1995.

Staff. “Barnes and Noble, Ingram Deal Under Scrutiny.” New York Times , Jan 1, 1999.

Staff. “Republic Industries, Toyota Settle Dispute over Dealerships.” The Wall Street Journal, Jan 2, 1997.

Saunders, P. “The Growth Machine.” In Capitalism . Minneapolis, MN: University of Minnesota Press, 1995, pp. 1-12. ISBN: 0816627983.

“Jager’s Gamble.” Economist 37, no. 3 (Oct 9, 1999).

Staff. “Know Thyself.” Economist 76, no. 76 (1999).

Anderson, E., and Duncan Simester. “Mind Your Pricing Cues.” Harvard Business Review 81, no. 9 (Sep 2003).

———. “Are Sale Signs Less Effective When More Products Have Them?” Marketing Science 20, no. 2 (2001): 121-142.

———. “Effects of $9 Price Endings on Retail Sales: Evidence from Field Experiments.” Quantitative Marketing and Economics 1, no. 1 (2003): 93-110.

———. “Price Discrimination as a Signal: Why an Offer to Spread Payments May Hurt Demand.” Marketing Science 20, no. 3 (2001): 315-327.

Milgrom, P., and John Roberts. “Economic Organization and Efficiency.” Chapter 2 in Economics, Organization, and Management . Newark, NJ: Prentice Hall, 1992. ISBN: 9780132246507.

Gladwell. “Village People.” The Guardian , Jan 2, 2001.

Staff. “Categorical Imperatives.” Economist , Jan 2, 1997.

Simester, D., and Marc Knez. “Direct and Indirect Bargaining Costs and the Scope of the Firm.” Journal of Business 75, no. 2 (2002): 283-304.

Ogilvy, D. “How to Produce Advertising That Sells.” Ogilvy on Advertising . New York, NY: Vintage Press, 1985. ISBN: 039472903X.

Elliott, Stuart. “Snuggle Gets An Image Makeover.” New York Times , Jan 1, 2003.

Trillin, Calvin. “The Red And The White.” New Yorker Magazine, Aug 19, 2002, p. 145.