March 2013 Update: Advertising That Works

Are you having trouble viewing this email? If so, click here to see it in a web browser. MARCH 2013 ISSUE MONTHLY UPDATE SUBSCRIBE TO HBR   |   VISIT HBR.ORG   |   READ THE MARCH 2013 ISSUE Advertising Analytics 2.0 by Wes Nichols Advertising touch points no longer work in isolation. If your company doesn't analyze how they interact dynamically, it will be left behind. Read the full article » SPOTLIGHT ON THE FUTURE OF ADVERTISING For Mobile Devices, Think Apps, Not Ads by Sunil Gupta People don't like advertisements on their screens—but apps that provide value or entertainment can drive sales and build long-term engagement with brands. Advertising's New Medium: Human Experience by Jeffrey F. Rayport Marketers can make their ads welcome in the four spheres of consumers' lives: public, social, tribal, and psychological. Creative That Cracks the Code by Julia Kirby Six campaigns provide assurance that the creativity of advertising will never cease. ALSO IN THE MARCH ISSUE Big-Bang Disruption by Larry Downes and Paul F. Nunes A new kind of innovator is creating—and destroying—whole markets overnight. And when competitors can come out of nowhere and instantly be everywhere, the old rules of strategy no longer apply. The Case for Stealth Innovation by Paddy Miller and Thomas Wedell-Wedellsborg The corporate spotlight can be a dangerous place for unproven ideas. Often, a better strategy is to innovate under the radar. Why "Fair Value" Is the Rule by Karthik Ramanna The answer lies in the changing makeup of the Financial Accounting Standards Board. Do You Really Want to Be an eBay? by Andrei Hagiu and Julian Wright It often makes more sense to operate as a traditional reseller in order to maintain control over buyer-seller transaction. Encyclopædia Britannica's President on Killing Off a 244-Year-Old Product by Jorge Cauz A world-class reference source transitions from bound volumes to digital learning products. Making Sustainability Profitable by Knut Haanaes, David Michael, Jeremy Jurgens, and Subramanian Rangan In emerging markets, visionary enterprises are proving that environmentally responsible approaches can lead to big financial rewards. ADVERTISEMENT NEW ON HBR.ORG Online and premium subscribers get access to exclusive HBR.org content. If you're not a subscriber, join today. VIDEO: The Two Choices to Make in Strategy INSIGHT CENTER: The Future of Advertising AUDIO: Encyclopaedia Britannica's Transformation IDEA WATCH Why It Pays to Be a Category Creator When in Chinatown, You Really Do Think More Chinese Vision Statement: The Multitasking Paradox COLUMNS Richard A. D'Aveni on How 3-D Printing Will Change the World Christopher Meyer on What Does It Take to Redesign an Industry? FROM THE HBR ARCHIVES Albert D. Lasker and the Creation of the Advertising Century The New Science of Viral Ads The Off-Line Impact of Online Ads Getting the Most Out of Advertising and Promotion FOLLOW HBR Introducing Mobile ManageMentor Powered by the proven content of Harvard ManageMentor™ iTunes >> Android >> UNSUBSCRIBE   |   UPDATE YOUR PROFILE   |   MORE EMAIL NEWSLETTERS   |   PRIVACY POLICY Was this email forwarded to you? If so, sign up to start receiving your own copy. ABOUT THIS MAILING LIST You have received this message because you subscribed to the "HBR Monthly Update" email newsletter from Harvard Business Review. If at any point you wish to remove yourself from this list, change your email address, or sign up for other email newsletters and alerts, please visit the Harvard Business Review Email Newsletter Preference Center. OPT OUT If you do not wish to receive any email messages from Harvard Business Review, click here. ADVERTISE WITH HBR This enewsletter is read by thousands of decision makers every month. Learn more about connecting your brand with this audience. Copyright © 2013 Harvard Business School Publishing, an affiliate of Harvard Business School. All rights reserved. Harvard Business Publishing | 60 Harvard Way | Boston, MA 02163 Customer Service: 800-545-7685 (+1-617-783-7600 outside the U.S. and Canada)