C O U R S E M A T E R I A L S

2013

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MARKETINGNEW AND POPULAR

Harvard Business Publishing serves the finest learning institutions worldwide with a comprehensive catalog of case studies, journal articles, books, and eLearning programs, including online courses and simulations. In addition to material from Harvard Business School and Harvard Business Review, we also offer course material from these renowned institutions and publications:

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CASES

Cases, slices of business life, focus on actual problems and decisions facing a company. Students are challenged to put themselves in the protagonist’s place and suggest business strategies, tactics, and solutions.

New Cases

Bank of America: Mobile Banking (Abridged)Bank of America considers changing its mobile banking strategy by increasing the complexity of its existing mobile app or designing new apps for business segments. While mobile banking is changing the banking and payment industry, evidence suggests it can also increase overall transaction costs for the bank. TN Harvard Business School #512082

“Very data rich. Pouring over the case for the last few days and each time it gets better.” —Case review from Harvard Business Publishing for Educators web site*

BP in Russia: Bad Partners or Bad Partnerships?Following the Deepwater Horizon oil spill, BP seeks to expand its assets and revenues through strategic partnerships. The firm plans an alliance with a Russian state-owned oil company but the objections of another Russian oil partner stop the deal. TN Darden School of Business #UV5784

Droga5: Launching Jay-Z’s DecodedHip-hop star Jay-Z wants to promote a new book and the senior VP of Microsoft’s online services division wants to promote the new Bing search engine. The founders of an advertising agency want to create a partnership between their clients and an integrated campaign involving a massive interactive scavenger hunt. Harvard Business School #513032

Elie Saab: Growth of a Global Luxury BrandA designer of luxurious evening gowns and wedding dresses expands from a single shop in Beirut to a worldwide retail presence in major cities. In the face of such rapid growth, the firm struggles to identify new markets while protecting its luxury brand from dilution. TN Ivey Publishing #W12092

Exploring Category Benefits for Brand Building: Kaya and the Beauty Care MarketKaya operates skin clinics across India and the Middle East and offers a range of services including anti-aging treatments and laser hair reduction for men and women. Interest in beauty care products is rising in India and the firm wants to understand the differences between first-time visitors and longstanding loyal customers. TN Indian Institute of Management–Bangalore #IMB357

Gaming the Gamers: Using Experience Maps to Develop Revenue-Generating InsightsA senior product manager for a telecommunications company considers ideas for increasing revenue from video gamers using the company’s Internet services. He divides them into 3 sub-segments and creates experience maps to document how each group considers and purchases the firm’s products and services. Kellogg School of Management #KEL675

H-E-B: Creating a Movement to Reduce Obesity in TexasA private retail chain in Texas and Mexico introduces a controversial program to educate its customers on how to lead a healthier lifestyle. The program addresses a serious need in the communities the company serves but also challenges its ability to compete against other retailers. Harvard Business School #512034

H B S P . H A R VA R D . E D U 1 TN Teaching Note Available

2 M A R K E T I N G • 2 0 1 3 *Reviews available to Premium Educators

Kookaburra Cricket Bats: Dealing with CannibalizationA manufacturer of cricket equipment must consider two strategies for positioning a new cricket bat in India. Both options could cannibalize current sales and the manager responsible for the Indian market must estimate the financial impact of each strategy before making a final recommendation. TN Kellogg School of Management #KEL684

Mekanism: Engineering Viral MarketingAn advertising agency that specializes in viral marketing campaigns experiences tremendous growth. The company president considers expanding the firm’s services to include other advertising content and media and becoming a full-service agency. TN Harvard Business School #512010

NestléPaul Bulcke takes over as CEO of the world’s largest food and beverage company. His predecessor had delivered 12 years of outstanding results while moving the company toward a new vision of health, nutrition, and wellness. Can Bulcke continue this vision and deliver organic growth and improved margins? TN Harvard Business School #509001

Nipissing University Varsity Hockey—If We Build It, Will They Come?With help from private investors, Nipissing University plans to launch a varsity hockey team called the Lakers. The marketing team must develop a strategy to earn widespread support from the community and achieve maximum attendance at hockey games. North American Case Research Association (NACRA) #NA0152

Parsons Brinckerhoff: The Second Avenue Subway (A)An engineering firm spends over $1 million preparing a proposal to build a $17 billion subway line in New York. With strong competition from four other firms, the company decides to differentiate its proposal by emphasizing its good reputation, engineering capabilities, and 80-year history. TN Darden School of Business #UV5750

PatientsLikeMe: An Online Community of PatientsPatientsLikeMe is an online community that allows patients to share personal experiences about diseases and find other patients with similar conditions. The founders are considering launching a new platform that would allow them to expand from 19 covered diseases to more than 3,500. TN Harvard Business School #511093

“Plugging In” the Consumer: The Adoption of Electrically Powered Vehicles in the U.S.After a century of fossil-fuel-powered vehicles dominating the market, consumers have more choices among cars than ever before. Automakers have introduced cars powered by electricity, hybrid systems, and fuel cells. Despite the number of choices, it remains unclear whether American consumers will adopt alternative-fuel vehicles on a large scale. TN Harvard Business School #510076

Red Force Labs: Securing Online Transactions at What Price? The market for security solutions is highly fragmented with no dominant players in the market. The developer of a security solution for the banking industry must communicate the unique value of his product to potential customers. He must understand the value drivers for the market and set an appropriate price for the solution. TN Indian Institute of Management–Bangalore #IMB377

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Route 11 Potato ChipsRoute 11 Potato Chips is a regional potato chip company. The firm considers reducing the number of flavors it manufactures and markets. Additional flavors add operational cost but the number and variety of flavors are an important part of the brand identity. TN Darden School of Business #UV5770

Sealed Air Corporation: Deciding the Fate of VTIDSealed Air Corporation develops a video-tracking technology called VTID. The firm plans to market the product in the quick-serve restaurant industry after two failed attempts to introduce the technology in other markets. TN Harvard Business School #512029

Popular Cases

Aqualisa Quartz: Simply a Better ShowerAqualisa, a major U.K. manufacturer of showers, launches a highly innovative new product called the Quartz shower. The product offers significant improvements in quality and ease of installation at a lower price, yet sales are disappointing. Should the company change the channel strategy, promotional strategy, and overall positioning? TN Harvard Business School #502030 • Video Short available

Barco Projection Systems (A): Worldwide Niche MarketingBarco Projection Systems had been a performance leader for video, data, and graphics projects for the industrial market until Sony Corp. released a higher-performing projector at a considerably lower price. Barco must decide how to deal with a strong competitor with much larger resources. TN Harvard Business School #591133

Biopure Corp.Biopure Corp. is a small biopharmaceutical firm that just received government approval to release Oxyglobin, a “blood substitute” for veterinary use. The company is also waiting for approval on an identical product for humans called Hemopure. Should the company release Oxyglobin immediately or wait for approval to release Hemopure first? TN Harvard Business School #598150

Dove: Evolution of a BrandThe maker of Dove soap transforms the functional brand into a master brand by expanding the Dove portfolio of products to include products beyond the original bath soap category. The change inspires a controversial ad campaign and the company relies on the Internet and social media channels to help manage the negative publicity. TN Harvard Business School #508047 • Video Short available

“Students understand how a brand can focus on their core competency and the relevancy of maintaining certain brand elements despite of the dynamic nature of the market.” —Case review from Harvard Business Publishing for Educators web site*

Harrah’s Entertainment, Inc.The CEO of Harrah’s Entertainment reads a Wall Street Journal article praising the company’s recent successes including a customer loyalty program targeting low rollers, a 50% growth in revenue, and a 100% increase in stock price. This case asks students to examine how the company’s marketing efforts contribute to overall performance. TN Harvard Business School #502011 • Video Short available

TN Teaching Note Available

HubSpot: Inbound Marketing and Web 2.0HubSpot provides inbound marketing services through a software-as-a-service delivery model to business-to-business customers. The firm faces many of the same challenges as its customers including developing marketing segmentation strategies, setting prices, and determining whether inbound marketing programs can generate enough business to accelerate growth. TN Harvard Business School #509049

IKEA Invades AmericaIKEA is the top furniture retailer in the world with over 154 stores in 22 countries. The company has 14 stores in the U.S. and plans to have 50 stores in operation in the U.S. by 2013. The strategy centers on creating a distinctive brand for American consumers. TN Harvard Business School #504094

“This case provided a great opportunity to study a company that built its success on unconventional strategies. Lots of room for discussion.” —Case review from Harvard Business Publishing for Educators web site*

Sephora Direct: Investing in Social Media, Video, and MobileThe senior vice president of Sephora Direct wants to double her budget for social media and other digital marketing initiatives. Several digital marketing initiatives over the past two years are starting to yield good results. The increased budget will come at the expense of traditional marketing programs and she must justify the investment. TN Harvard Business School #511137

Starbucks: Delivering Customer ServiceStarbucks, the dominant specialty-coffee brand in North America, must respond to recent market research indicating that the company does not meet customer expectations for good service. The company considers a plan to improve satisfaction by increasing service speed. The plan costs money, and the benefits to the bottom line are difficult to predict. TN Harvard Business School #504016 • Video Short available

“This case offers a great opportunity to review a well-known company and the problems that accompany fast growth. Very rich content; lots of opportunity for class discussion with varying perspectives.” —Case review from Harvard Business Publishing for Educators web site*

BRIEF CASES

Rigorous and compact, Harvard Business School Brief Cases present realistic management challenges for students to discuss.

Alpen Bank: Launching the Credit Card in RomaniaAlpen Bank considers launching a credit card business in Romania. The firm rejected the idea several years earlier because of poor economic conditions. However, the country is emerging from a recession and incomes are rising along with disposable income. TN #4559 • Audio version available

Atlantic Computer: A Bundle of Pricing OptionsAtlantic Computer, a leading player in the high-end server market, develops a new server called the Tronn and a software tool called the Performance Enhancing Server Accelerator (PESA) that allows the Tronn to perform up to four times faster than its standard speed. How should Atlantic price the Tronn and PESA? TN #2078 • Audio version available

4 M A R K E T I N G • 2 0 1 3 *Reviews available to Premium Educators

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Classic Knitwear and Guardian: A Perfect Fit?In response to shareholder demands for margin improvements, the CMO of Classic Knitwear, a private-label, non-fashion knitwear manufacturer, considers partnering with another company to produce a new line of high-margin, insect-repellent clothing. TN #4217 • Audio version available

“Good for first case to review basic issues with margins, breakeven, etc. The private-label component is also a nice extra.” —Case review from Harvard Business Publishing for Educators web site*

Clean Edge Razor: Splitting Hairs in Product PositioningA health and beauty manufacturing company launches a new technologically advanced vibrating razor into the highly competitive men’s market for shaving products. The product manager struggles with positioning the product either as a “niche” razor for the high-end market or as a mainstream razor for the average consumer. TN #4249

Cottle-Taylor: Expanding the Oral Care Group in IndiaThe director for oral care products in India develops a marketing plan to support 20% growth in India but her boss wants 30% growth. To reach the revised goal, she must develop a new marketing plan while considering the regional differences between rural and urban consumers and the level of acceptance for modern dental standards across India. TN #4350

Culinarian Cookware: Pondering Price Promotion Faced with ambiguous results from a previous price promotion, Culinarian must decide if a new promotion will damage its premium brand or improve brand awareness and stimulate sales. What role should price promotion play in the company’s sales growth goals? TN #4057 • Audio version available

The Fashion ChannelThe new senior VP of marketing for the Fashion Channel considers changing the company’s traditional marketing approach by introducing a market segmentation program. Students must evaluate consumer research results, calculate financial scenarios, and make their own recommendations. TN #2075 • Audio version available

Flare Fragrances Company, Inc.: Analyzing Growth OpportunitiesFlare Fragrances experiences a decline in annual sales growth and considers introducing a new line of perfume or expanding distribution. Students study a wide range of factors including brand management, consumer demographics, product positioning, and pricing. TN #4550 • Audio version available

Giant Consumer Products: The Sales Promotion Resource Allocation DecisionIn an effort to boost sagging sales, the frozen food division undertakes a risky trade promotion. The case focuses on the issues of cannibalization, brand equity erosion, and strategic channel issues. After calculating topline revenue, marketing margin, and return on marketing investment for prior promotions, students choose among several competing sales promotions. TN #4131 • Audio version available

Harrington Collection: Sizing Up the Active-Wear MarketIn the wake of slumping sales and sagging profit margins, a leading manufacturer and retailer of high-end women’s apparel must decide whether to expand into the high-growth active-wear market. The firm must consider the financial implications and risks, assess competitor reactions, and decide whether to launch the new product line. TN #3258 • Audio version available

TN Teaching Note Available

Manchester Products: A Brand Transition ChallengeA furniture company acquires an extremely powerful brand but can use the name only for three years. The VP of marketing must design a plan that transitions the new brand’s power back to the company. The case examines decision making related to brand equity, communications, and other aspects of marketing strategy. TN #4043 • Audio version available

MedNet.com Confronts “Click-Through” CompetitionIn January 2007, MedNet.com is a leading web site that provides science-based health information free of charge to online visitors. Its business model relies on advertising sales, primarily to pharmaceutical companies. In the face of fierce advertising competition, MedNet.com is forced to defend this model but the defense strategy may ultimately harm the site’s future. TN #2066 • Audio version available

Metabical: Positioning and Communications Strategy for a New Weight Loss DrugThe marketing director at a pharmaceutical company must carefully consider the positioning and communications strategy for the launch of a new weight loss drug. Poor positioning of the drug in the highly competitive market for weight loss solutions could spell disaster. TN #4240 • Audio version available

Metabical: Pricing, Packaging, and Demand Forecasting Recommendations for a New Weight Loss DrugA pharmaceutical company develops a new weight loss drug called Metabical. The senior marketing manager explores three different pricing models and considers the effects on profitability before making a final recommendation. TN #4183 • Audio version available

Mountain Man Brewing CompanyMountain Man Beer Company brews just one beer, Mountain Man Lager, popular among blue-collar workers. When the company experiences declining sales, the CEO considers launching a new light beer in the hope of attracting younger drinkers. TN #2069 • Audio version available

Natureview FarmA Vermont-based producer of organic yogurt is the leading national brand sold in natural food stores, with $13 million in revenues. When the company faces financial pressure to increase revenues to $20 million due to a planned exit by its venture capital investors, the VP of marketing must decide whether to expand into the supermarket channel. TN #2073 • Audio version available

“This case is a well-written, compact case. It is precise and enables me to deliver multiple objectives for my session, like trade margins, channel choice, channel conflict, etc.” —Case review from Harvard Business Publishing for Educators web site*

NEW! PV Technologies, Inc.: Were They Asleep at the Switch?A leading manufacturer of photovoltaic inverters used in solar energy technology receives a bad evaluation from its largest customer. The director of sales and marketing must weigh the possible consequences of the report on the company’s reputation while considering an appropriate response. #913505

6 M A R K E T I N G • 2 0 1 3 *Reviews available to Premium Educators

Reed Supermarkets: A New Wave of CompetitorsThe marketing VP at a high-end, conventional supermarket chain is concerned about increased competition from dollar stores and limited-assortment stores offering very low price points. She must decide how to change the current marketing and positioning plan to increase market share. TN #4296

“Reed is a great case for bringing to the forefront the demands put upon an area unit in the context of a regional player due to differences in market potential.” —Case review from Harvard Business Publishing for Educators web site*

Reliance Baking Soda: Optimizing Promotional SpendingThe new domestic brand director needs to create a marketing budget that delivers a profit increase of 10% while weighing the value of advertising, price increases, and the role of the brand within the company. TN #4127 • Audio version available

“A very teachable case for both undergraduate and graduate students. It is a classic problem in product marketing—how to boost sales of a mature, rather boring product that doesn’t generate a lot of excitement.” —Case review from Harvard Business Publishing for Educators web site*

Rosewood Hotels & Resorts: Branding to Increase Customer Profitability and Lifetime ValueRosewood Hotels & Resorts is a small firm running 12 individually branded luxury properties. New leadership considers whether the firm should significantly increase the prominence of the corporate identity to become a corporate brand. TN #2087 • Audio version available

Saxonville SausageSaxonville Sausage, a $1.5 billion manufacturer of pork sausage products, is experiencing financial stress. Its leading product lines are producing declining revenues with the exception of an Italian sausage named Vivio, which is experiencing a significant increase in revenues. TN #2085 • Audio version available

Soren Chemical: Why Is the New Swimming Pool Product Sinking?Soren Chemical launches a new water clarifier for residential swimming pools called Coracle and is surprised by poor sales. Coracle is chemically similar to the company’s highly successful water clarifier for large pools at recreational facilities and offers the same superior product performance. TN #4188 • Audio version available

The Springfield Nor’easters: Maximizing Revenues in the Minor LeaguesThe marketing director of a new minor-league baseball team must design, conduct, and then interpret survey research to determine optimal ticket pricing that will yield large attendance figures and contribute to the owner’s goal of breaking even in the first year of play. TN #2510 • Audio version available

TruEarth Healthy Foods: Market Research for a New Product IntroductionTruEarth Healthy Foods wants to build on its successful introduction of fresh whole grain pasta by introducing a similar product concept for pizza. Acting as brand managers, students analyze the data and decide whether to bring the new product to market. TN #4065 • Audio version available

H B S P . H A R VA R D . E D U 7 TN Teaching Note Available

MULTIMEDIA CASES

NEW! Now available online. Multimedia cases put students in the center of business dilemmas by bringing concepts to life with animated charts, audio, and video segments. Available online or on CD-ROM for Windows. Premium Educators can see a free trial of each case online.

Building Brand Community on the Harley-Davidson Posse RideStudents get inside one of the world’s strongest brands to consider issues of brand loyalty, close-to-the-customer philosophy, the cultivation of brand community, and the day-to-day execution of relationship marketing programs. TN #501009

Launching the New MINIStudents are required to reverse-engineer a wide variety of brand communication and creative materials developed and produced by MINI USA executives and their ad agency to support the MINI launch in the U.S. TN #505020

“A case that students love, especially undergrads because they don’t have to guess a communication strategy but reverse-engineer it. They have to understand the latent strategy linking objectives and communication materials.” —Case review from Harvard Business Publishing for Educators web site*

Lenovo: Building a Global BrandWhen Chinese company Lenovo acquires IBM’s PC division in 2004, the news makes headlines but Lenovo is largely unknown to the rest of the world. The firm sets out to become a global technology giant and prepares to launch a high-risk product line for small and medium enterprises. #508703

Marquee: The Business of NightlifeAfter five years, an eternity in the nightclub industry, Marquee is still one of NYC’s hottest clubs. The owners are concerned about the club’s staying power in the face of rising costs of operation and increased competition. #510702

Mountain Dew: Selecting New CreativeStudents consider the challenges of selecting creative in brand communications, building a brand in a turbulent cultural environment, extending an advertising campaign, and managing the company/agency relationship. TN #503038 • Instructor version available online

Real Madrid Club de Fútbol Real Madrid, one of the world’s top soccer teams, elects a new president who promises to turn around club finances and extend the club’s brand worldwide. As reelection looms, the management team reflects on the president’s branding initiatives and the risks, opportunities, and challenges facing the club. TN #505081

Terror at the Taj Bombay: Customer-Centric LeadershipOn November 26, 2008, terrorists launch a series of attacks in Mumbai, India, including an attack at the Taj Mahal Palace and Tower. Following the crisis, the staff at the Taj receive praise for their selfless actions in placing the safety of the guests ahead of their own. TN #511703

Æ Find more cases, Brief Cases, and multimedia cases at hbsp.harvard.edu

8 M A R K E T I N G • 2 0 1 3 *Reviews available to Premium Educators

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ARTICLES

Articles from Harvard Business Review and other renowned journals provide up-to-the-minute ideas from the best business thinkers.

New Articles

Abundant Rarity: The Key to Luxury GrowthThe appeal of luxury brands is growing around the world, even in emerging countries, which challenges the idea that their appeal comes from being rare and exclusive. Instead, luxury brands are selling themselves on the symbolic and emotional connections with masses of ordinary consumers. Business Horizons #BH489

Better Customer Insight—in Real TimeReal-time experience tracking is a new research tool for collecting instant, unbiased feedback from customers. Participants answer four questions every time they encounter a brand through direct or indirect interactions. In contrast, traditional surveys and focus groups ask participants to report on memories and past experiences. Harvard Business Review #R1209H

Increasing the ROI of Social Media MarketingInfluencing consumer preferences and purchase decisions through online social networks and word of mouth is an increasingly important part of marketing strategy. Selecting the right social media platform and developing the best message for each audience are important keys to success in this channel. MIT Sloan Management Review #SMR431

Targeting College Students on Facebook? How to Stop Wasting Your MoneyDespite the popularity of Facebook among college students, research shows that advertising dollars spent on Facebook ads by firms selling consumer goods are mostly wasted. Facebook users are generally uninterested in advertising and do not engage with campaigns to build brands through the site. Business Horizons #BH493

Popular Articles

Brand Report CardWhile it is important to build and properly manage a brand, it is challenging to objectively assess a brand’s particular strengths and weaknesses. This article presents 10 characteristics that the strongest brands share, starting with the relationship of the brand to the customer. Harvard Business Review #R00104

Customer Value Propositions in Business MarketsWhen properly constructed, value propositions force companies to focus on what their offerings are really worth. The authors present a systematic method for developing value propositions that are meaningful to target customers and that focus marketing efforts on creating superior value. Harvard Business Review #R0603F

Diamonds in the Data MineHarrah’s Entertainment is the most profitable gaming company in the U.S. This article explains how the company consistently beats the competition by mining customer data, running experiments using customer information, and using the findings to develop and implement marketing strategies that keep customers coming back for more. Harvard Business Review #R0305H

TN Teaching Note Available

How Do You Know When the Price Is Right? Setting the best price requires careful analysis of many factors. This article provides a scorecard with eight steps for determining the best price for a product. Instead of simply considering a market price, the scorecard starts with determining the value the customer places on the product. Harvard Business Review #95501

If Brands Are Built over Years, Why Are They Managed over Quarters? Many companies have hurt their brands over the years by investing too much in short-term price promotions and too little in long-term brand-building activities. Discounts can increase revenue in the short term but over the long term, customer may learn to purchase only when there is a sale. Harvard Business Review #R0707H

Mismanagement of Customer LoyaltyTraditional tools for segmenting customers may fail to identify profitable customers and cause companies to chase after customers who hold little promise of future profits. An alternative strategy is to segment customers into categories that predict future buying probabilities. Harvard Business Review #R0207F

Rediscovering Market SegmentationSegmentation strategies designed to strengthen brand identity are different than ones designed to tell a company which markets to enter and goods to make. This article introduces the “gravity of decision spectrum,” a tool for measuring the importance consumers place on a product. Harvard Business Review #R0602G

Rethinking MarketingNew technologies and new capabilities in marketing allow companies to shift their focus from maximizing transactions to maximizing customer lifetime value. Instead of promoting products and brands, firms can instead promote customer relationships. Harvard Business Review #R1001F

Æ Find more articles at hbsp.harvard.edu

SIMULATIONS

Online simulations present real-world management challenges to students and encourage classroom interaction and discussion. Results are available immediately for a comprehensive debrief session. All simulations include a detailed Teaching Note.

Marketing Simulation: Managing Segments and Customers V2Acting as CEO of a company that manufactures motors used in medical devices, students develop and execute a marketing strategy over 13 rounds. The simulation presents multiple challenges including setting prices for channels and distributors, determining distributor discount rates, and making decisions about investments in product features. Seat Time: 90 minutes. TN #7018

“ My students were challenged by this simulation and many found themselves playing it repeatedly for two weeks. The competition among students was intense and the classroom discussions lively.” — Simulation review from Harvard Business Publishing for Educators web site*

10 M A R K E T I N G • 2 0 1 3 *Reviews available to Premium Educators

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Pricing Simulation: Universal Rental Car V2Students assume the role of a regional marketing manager responsible for pricing a fleet of rental cars across cities in Florida. The simulation challenges students to consider pricing strategies for leisure and business travel, to optimize vehicle inventory, and to account for the likely competitive and market responses to their decisions. Seat Time: 90 minutes. TN #7005

“ The simulation can easily be set to show that being the lowest price can be far less profitable for your company than maintaining a higher price. This comes as a surprise to many business students with little experience in business: they always want to beat the competition.” — Simulation review from Harvard Business Publishing for Educators web site*

Æ Find more simulations at hbsp.harvard.edu/list/simulations

ONLINE COURSES

Available in Sections: Online Courses introduce complex subjects and can be used in advanced undergraduate business courses, used as prematriculation requirements for MBAs, or assigned as homework over a semester or year. Online Courses are available as complete courses or in sections.

Mathematics for ManagementFollowing the story line of several family-owned businesses, students learn how to apply math concepts to solve problems, analyze data, and predict outcomes. Seat Time: 12–20 hours. TN

� Complete Course #3350 � Algebra Section #6004 � Calculus Section #6006 � Statistics Section #6007 � Probability Section #6008 � Finance Section #6009

NEW! Management CommunicationThe Management Communication Online Course provides students with the skills and guided practice necessary to master important concepts in business communication. A special emphasis is placed on planning, writing, and presenting. Seat Time: 18–22 hours. TN

� Complete Course #4337 � Writing in Business Section #4341 � Presenting in Business Section #4343

Quantitative MethodsSet in a Hawaiian resort, this course teaches statistics and regression analysis from a management perspective. Students develop statistical models for making better business decisions. Seat Time: 20–50 hours. TN

� Complete Course #504702 � Regression Section #6012

“ The Quantitative Methods Online Course is a perfect support for teaching Quantitative Analysis.” — Online Course review from Harvard Business Publishing for Educators web site*

TN Teaching Note Available

Spreadsheet ModelingThis course shows students how to use Microsoft Excel 2007 as both a reporting tool and a modeling tool for solving business problems. It is appropriate for beginning and advanced users of Excel. Seat Time: 10–20 hours. TN

� Complete Course #3252 � Introductory Section #6010 � Advanced Section #6011

Æ Find more Online Courses at hbsp.harvard.edu/list/online-courses

BOOKS & CHAPTERS

Individual chapters may be integrated into course materials, while books may serve as primary class texts.

Conducting Market Research for International BusinessAs firms expand into international markets, they encounter new challenges. By conducting market research, firms can better understand foreign customers, competitors, and business environments. Market research also helps identify new risks. Business Expert Press #BEP013–#BEP018 • Available only in chapters

Greater Good: How Good Marketing Makes for Better DemocracyMarketing has a greater purpose than simply selling more widgets. According to the authors, marketing performs an essential societal function. They list six characteristics that marketing and democracy share. Good marketing practices improve the political process and, in turn, improve the practice of democracy itself. Harvard Business Review Press #1735 • Available in chapters

Harvard Business Essentials: Marketer’s Toolkit: The 10 Strategies You Need to SucceedEffective marketing can mean the difference between runaway successes and costly flops. Covering everything from customer programs to ad campaigns to sales promotions, this book is a hands-on guide to turning opportunities into profits. Harvard Business Review Press. #7626 • Available in chapters

Marketing in the GroundswellThe recently updated edition of this popular book explains how to build social applications, measure their results, and use the social media technology movement to turn interest into opportunity and profit. Harvard Business Review Press #13291 • Available in chapters

Æ Find more books and chapters at hbsp.harvard.edu/list/book-chapters

12 M A R K E T I N G • 2 0 1 3 *Reviews available to Premium Educators

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COURSE MODULES

Course modules offer a road map to the best teaching materials, with recommendations on how to organize them. Each module suggests 4–6 items plus alternate suggestions. Popular modules in Marketing have been recently updated and include:

� Branding and Brand Management � B2B Marketing � Designing and Managing Channels � Managing Corporate Customers � Market Research � Segmentation, Market Selection, and Product Positioning � Sales Management

Æ Find more course modules at hbsp.harvard.edu/list/course-module

VIDEO SUPPLEMENTS

Video supplements give students insight into a case. Available on DVD. Titles in Marketing include:

� Compaq Computer: Focus Groups 1 and 2 #599500 � Interview with Christine Day—Starbucks  #505710 � Launching the BMW Z3 Roadster #500501 � Samsung Electronics Commercials #505700 � TripAdvisor #512702

Æ Find more video supplements at hbsp.harvard.edu/list/video-supplements

VIDEO SHORTS

These free, short videos are all under 10 minutes long and illustrate a case’s central learning objective. Intended solely for use in the classroom, the streaming video is available to registered Premium Educators at hbsp.harvard.edu. Current titles in Marketing include:

� The American Express Card #509027 � Aqualisa Quartz: Simply a Better Shower #502030 � Dove: Evolution of a Brand #508047 � Globalization of Markets #83308 � Harrah’s Entertainment, Inc. #502011 � Lenovo: Building a Global Brand #507014 � Marketing at The Vanguard Group #504001 � Merrill Lynch: Integrated Choice #500090 � Snapple #599126 � Starbucks: Delivering Customer Service #504016

Æ Find more Video Shorts at hbsp.harvard.edu/list/videoshorts

TN Teaching Note Available

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ACADEMIC DISCOUNT

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■■■ Provide the coursepack unique URL to students.

■■■ Students receive your academic discount and save up to 60% on course materials.

HERE’S HOW TO SHARE THE DISCOUNT:

BUILD A COURSEPACK NOW: hbsp.harvard.edu

Simulations $37.50 $12.50

Online Courses $38.00–$129.00 $19.00–$64.50

Online Course Sections $16.00–$69.00 $8.00–$34.50

Online Tutorials $12.00 $6.00

Multimedia Cases $20.00 $7.00

Similar discounts apply to all teaching materials at hbsp.harvard.edu. Prices subject to change without notice.