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- How to Market in a Downturn
- John Quelch, one of the best-known academic minds in marketing, talks to BNET about the two types of luxury consumers ("must-haves" and "wannabes") and how to appeal to both in a recession. You’ve said there are two types of luxury consumers. What are they?...
- Articles 2009-07-20
- Selling Luxury in a Recession
- How brands from Starbucks to Mercedes-Benz are surviving in a down economy.These are the worst of times to be marketing a luxury brand. Your customers have lost jobs, defaulted on mortgages, watched their nest eggs shrink, or simply heard too much about all of the above. They're downsizing and simplifying...
- Articles 2009-07-20
- Marketing to "Simplifiers"
- The Find: Marketing expert John Quelch warns that economic turmoil is likely to produce a new type of consumer to contend with: the middle-aged Simplifier. The Source: A post on the Harvard Business Conversation Starter. The Takeaway: Quelch, a taxonomist of shoppers and a...
- Blog posts 2008-10-20
- Merrill, Citi, AIG: Where Financial Brands Go From Here
- A little over a year ago, the financial names mentioned in the headline above were commonly listed among the top brands in the world. Now they are worthless, or near so, according to the stock market. And they may not be salvageable, according to Harvard Business School...
- Blog posts 2009-04-20
- Three Places to Focus Market Research During a Recession
- In the current economy, market research presents many companies with a catch-22: you need market research to attract new customers, but you need customers to pay for market research. In a recent post on his Harvard Business blog Marketing Knowhow, Harvard Business School professor John Quelch writes...
- Blog posts 2009-07-02
Additional Resources
- Quelch Says Clunker Program a Government Botch Job
- Cash for Clunkers had three primary goals: Help the auto industry, help the environment, help the poor. It failed on all three, thanks to the U.S. government's mishandling of the whole affair. This damning review comes from Harvard Business School marketing expert John Quelch, in a blog post...
- Blog posts 2009-08-24
- The Marketing of a President
- If you look at the just completed presidential race in terms of successful or failed marketing campaigns, there is a lot to learn about what sells in modern America. Harvard Business School professor John Quelch marvels at the marketing acumen displayed by Barack Obama's campaign. "For...
- Blog posts 2008-11-07
- Three Reasons Why Negative Works for Politics But Not For Actual Advertising
- I spoke to John Quelch, the author of Greater Good: How Good Marketing Makes for Better Democracy and a marketing professor at Harvard Business School recently about the marketing lessons we could learn from this presidential election. While speaking, he laid out three reasons why going negative, something this campaign...
- Blog posts 2008-09-24
- Double Down on Strategic Advertising
- Now is the time to increase communication with customers to show how your product can ease the difficulties they're going through. The scenario: Hard-sell or luxury-oriented ad ...
- Articles 2008-11-20
- Meet the New Consumer: The Simplifier
- We are about to witness a fundamental change in consumerism, at least as we have known it the last 20 years. In the 1990s and 2000s we stocked up on wide-screen TVs, SUVs, and 12-room homes for our three-member families. But not today. Not tomorrow. ...
- Blog posts 2008-10-22
- Get the Most Out of Your Shrunken Market Research Budget
- Corporate spending on market research has declined four consecutive quarters. That's the harsh reality for marketing execs trying to stay on top of customer wants and trends. But the fact is we can do much more to squeeze results from dwindling research budgets. Harvard Business School marketing...
- Blog posts 2009-05-19
- Should Ad Companies Fear or Love Google?
- In 2007, advertising companies fear Google. While traditioinal advertising revenues this year have been flat at best and declining in some important segments such as local, the search engine's ad services posted strong gains, mostly on the strength of sales to small business. What is it doing...
- Blog posts 2007-12-27
- Marketing Beer, Marketing Candidates
- If the US electoral process was a consumer product, it would be a dreary failure. It results in a citizenry that is cynical about politics, distrustful of candidates, and apathetic on voting day. No wonder we form stronger ties to the brands we love than the candidates we vote for....
- Blog posts 2008-01-19
- Why Starbucks Lost its Mojo
- Where did Starbucks run off the rails? Probably the day it decided to go public. The demands of investors to expand and grow undercut the delicate ingredients that had made Starbucks a mega-success in the first place, argues Harvard Business School marketing professor John Quelch in a...
- Blog posts 2008-07-03
- A Marketer's View of How GM Went So Wrong
- Harvard Business School marketing professor John Quelch offers eight reasons why GM, from a marketing perspective, failed the American consumer. Here's one: Too many products, too many brands "The Toyota and BMW product lines," writes Quelch, "are very simple, easy for a salesperson to explain and...
- Blog posts 2008-12-12
- Are You Embarrassed to be in Marketing?
- Why can't marketers market the benefits of Marketing, asks Harvard Business School marketing professor John Quelch. Advertisers, copy writers, brand strategists, media planners, sales, PRÂ experts and the 17 million other folks in the U.S. marketing world get blamed for everything from tobacco addiction in teens to...
- Blog posts 2009-02-04
- Marketing After the Recession
- It's likely that the brands, tactics, and strategies you took into the recession are not going to be what you need to bring back customers as we recover. Too much has happened. People have lost faith not only in Wall Street brands, but all corporate brands to...
- Blog posts 2009-03-12
- Harvard Business Review: The New Market Segments
- Most businesses categorize their customers into segments. As a marketing target, you might be in the "30-38 Year Old" group, "Women Executives With Adolescents"Â cohort or the "Tweens With Twitches and Disposable Income" slice. But the econ crisis has fundamentally changed consumer behavior, and probably nullified our...
- Blog posts 2009-03-27
- Three Keys to Michael Jackson's Personal Brand
- Want to create your own personal brand? Harvard Business School marketing expert John Quelch looks to Michael Jackson, who unarguably became one of the most recognized personal icons over the last 25 years. Despite living a life many found bizzare, Jackson's death drew mourning and tributes around...
- Blog posts 2009-06-29
- Consumer Psychology in a Downturn | HBR IdeaCast
- The economic downturn has produced different layers of consumers, from those who haven't been affected by the crisis to those who are watching every penny. In this podcast, John Quelch explains how to reach out to all of those consumers and maintain market share in recession. Featured...
- Blog posts 2009-04-06
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