Desde HBPE

	Marketing

NEW SIMULATION Innovation Marketing Simulation: Crossing the Chasm Harvard Business Publishing Students experience the challenges of taking a disruptive innovation from initial success with early adopters to widespread adoption by the mainstream market.

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NEWLY ADDED SIMULATIONS Engaging Simulations in Marketing Marketplace Simulations allow students to develop and execute a complete marketing strategy and experience the consequences of their actions across 3 levels of complexity: • Introduction to Marketing • Strategic Marketing • Advanced Strategic Marketing

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NEW CASE Tailor Brands: Artificial Intelligence-Driven Branding Harvard Business School This case highlights the difference between a logo and a brand and helps to illuminate the complexity of brands as vessels of meaning.

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NEW ARTICLE How Blockchain Can Help Marketers Build Better Relationships with Their Customers Harvard Business Review Marketers see potential to reduce fraud and minimize inaccurate or incomplete information from customers.

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NEW CASE Starbucks: Driving Growth Through New Dining Occasions Kellogg School of Management After regaining its footing by focusing on its core and driving organic growth, Starbucks announced a 5-year growth plan with ambitious goals for 2019.

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NEW CASE FLASH FORWARD Case Flash Forward: Amazon.com Baker Library This Case Flash Forward provides a brief update of key changes at Amazon, including significant developments, current executives, key readings, and basic financials. Pairs well with the case Amazon in 2017.

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NEW BRIEF CASE

Hunley, Inc.: Casting for Growth

Harvard Business School

Following a manufacturer of fly fishing rods, this case asks students to develop a marketing mix within a category for which there is little consumer research.