學門類別
哈佛
- General Management
- Marketing
- Entrepreneurship
- International Business
- Accounting
- Finance
- Operations Management
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- Human Resource Management
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- Business & Government Relations
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- Economics
- Teaching & the Case Method
最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Marketing Subversives
內容大綱
Most U.S. companies have developed fairly rigid marketing structures to achieve certain and predictable results, when the business climate is equally certain and predictable. But such engines of efficiency have a price. As top executives come to rely on routinized marketing structures instead of management imagination, they neglect managers' marketing skills. Companies can nourish such constructive subversion by seeking out "hungry" managers, rewarding good performance, and making creative rule breaking possible.