Marketing Pitfalls, What to Do?

Author: Harvard Business Review Editorial Group, edited by Li Weian and others
Publisher:
Publish Date: 2005-05-01
Features: Established in 1922, the Harvard Business Review is a landmark publication of the Harvard Business School. For over eighty years, it has been committed to uncovering and disseminating cutting-edge management ideas, perspectives, and methods in the field of management. It is widely recognized as one of the most authoritative, thought-provoking, valuable, and unique journals in the international management field. The "Case Studies" column, a long-standing feature of the magazine, has always aimed to help managers continuously update their concepts, broaden their horizons, adapt to changes, and keep pace with the times. The "Challenge Managers" series compiles the of the Harvard Business Review's "Case Studies" column, targeting middle and senior-level managers. The content is concise and easy to follow, enabling readers to quickly gain effective management methods in a short time. These compelling cases present various challenging and tricky management dilemmas, with detailed solutions proposed by multiple senior experts, supported by sound reasoning and in-depth analysis. After reading, you will feel as if you have gained new insights and wish you had discovered them earlier.
The book "Marketing Pitfalls: What to Do?" presents six challenges in the field of marketing, covering tough issues in the four major aspects of marketing: product, place, promotion, and price. Facing these challenges, what would you do?
- A company's product harms the child of a celebrity, and the media reports extensively on the negative coverage.
- The CFO's tiered pricing strategy contradicts the original intentions of the company founder.
- Should the company pursue long-term benefits through brand licensing, or maximize current revenue by capitalizing on the opportunity?
- The marketing director plans to implement a global brand development strategy, while the company has traditionally adhered to a personalized local management model.
- A company consultant strongly advocates for a radical innovation, but customers are not receptive to it.
- Public criticism of a sports event affects the company's sponsorship of the event.