Marketing CaseWorks Abstracts
Spring 2008
Brand Recovery: Communication in the Face of Crisis
This research note uses scientific research on persuasion to develop recommendations on what to say (and what not to say) when your brand is in crisis, that is, in those situations where a brand faces significant criticism in the marketplace and media.
Spring 2008
What's a Customer Worth?
Understanding the value of a customer over time is critical for making sound business decisions.
Spring 2008
Newlines Airways A and B
In the summer of 2001, Julian Cook pondered the launch of his new business: a transatlantic airline supplying only business class service.
Spring 2008
The U.S. 2004 Presidential Election: Politics or Marketing?
The 2004 US presidential election, involving George W. Bush against John F. Kerry, provides a wonderful avenue for analyzing and discussing what separates effective from ineffective marketing, especially with respect to positioning.