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Readings

The materials listed are all provided in the course packet (not available to external users).

Cases

  • 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

Introduction

  • Introduction, lecture notes
  • Company Brief: House of Windsor, The Economist
  • Matrix for a Modern Monarchy, The Economist

Customers

  • 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

Marketing Strategy 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

Marketing Strategy 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

Distribution

  • 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

Product Development

  • 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

Pricing

  • 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

Advertising

  • How to Produce Advertising That Sells, David Ogilvy