Each year in the U.S., manufacturers, distributors and retailers pay or receive billions of dollars in vendor incentives. The payments are an integral part of the marketing plans of many sellers and resellers. Yet, they are largely invisible to investors. Because the payments involved often are...

NO CHANGES CAN BE MADE TO CASE WITHOUT COMPANY APPROVALIn this, the second of a two-part case series, the SVEDKA founder assesses which initial decisions were most critical in the launch of his now-successful product. He also explores the new choices he faces, including changes to the...

In the summer of 2001, the online travel sector was one of the few bright spots for both the airlines and the dot-com sectors. Two online travel agencies emerged as the clear leaders: Travelocity and Expedia. However, just as they had established themselves as the top-tier of online travel...

In 1999, Procter & Gamble (P&G) witnessed its first share increase against rival Kimberly-Clark (K-C) in the U.S. disposable diaper sector in five years. However, Sam’s Club de-listed P&G’s Pampers from most of its stores that August, limiting its diaper offerings to K-C’s...

iTruf.com, a community, content, and commerce site directed at Generation Y, saw its stock plummet before it merged with its former parent, the catalog and retail clothing store, dELIA*s. Despite the merger, the critical questions remained for iTurf of what business it was in, what business it...

This note introduces the modeling of marketing-mix effects--model purpose, model structure, response-function types, independent vs. interactive marketing-mix effects, evaluation with spreadsheet analysis