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103 items were found using the following search criteria
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Manac Systems International Ltd. (Spanish version)
Kosnik, Thomas J.Case HBS-520S12MarketingManac Systems International is confronting a decision about how best to market one of its computer software product lines to small law firms. In the past, Manac has focused on traditional personal selling approaches to market software products that ran on IBM minicomputers. With the advent of increasingly powerful microcomputers, they now have the opportunity to market a new software product line and must decide how to market it. Should they rely...Starting at €8.20
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Integrated Marketing Communications (Spanish version)
Dolan, Robert J.Case HBS-504S12MarketingDescribes the major communication vehicles and the process via which they can be brought together in an integrated marketing communications plan.Starting at €8.20
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Moore Medical Corp. (Spanish version)
McAfee, Andrew; Bounds, GregoryCase HBS-606S13Service and Operations ManagementMoore Medical is a medium-sized distributor of medical supplies to practitioners, such as podiatrists and emergency medical technicians. At the time of the case, it has relied on traditional customer channels such as catalogs, phones, and faxes to communicate product offerings, promotions, and availability, and to take orders. It is now attempting to shift to a "bricks and clicks" distributor with a strong Internet presence. It has already made s...Starting at €8.20
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TiVo (Spanish version)
Wathieu, Luc; Zoglio, MichaelCase HBS-502S35MarketingTiVo is a digital video recorder that allows viewers to watch what they want, when they want to watch it. Fourteen months into the launch, sales are very disappointing. Brodie Keast, VP of marketing and sales, wants to combine a catchy communications campaign, product bundling with satellite television receivers, aggressive pricing, and sales support, in order to boost demand for the new category. One important goal is to position TiVo as a stron...Starting at €8.20
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Customer Value Propositions in Business Markets
Anderson, James C.; Narus, James A.; Van Rossum, WouterArticle HBS-R0603F-EMarketingExamples of consumer value propositions that resonate with customers are exceptionally difficult to find. When properly constructed, value propositions force suppliers to focus on what their offerings are really worth. Once companies become disciplined about understanding their customers, they can make smarter choices about where to allocate scarce resources. The authors illuminate the pitfalls of current approaches, then present a systematic met...Starting at €8.20
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Customer Value Propositions in Business Markets (Spanish version)
Anderson, James C.; Narus, James A.; Van Rossum, WouterArticle HBS-R0603FMarketingassuming that any favorable points of difference must be valuable for the customer. Drawing on the best practices of a handful of suppliers in business markets, the authors advocate a resonating focus approach. Suppliers can provide simple, yet powerfully captivating, consumer value propositions by making their offerings superior on the few elements that matter most to target customers, demonstrating and documenting the value of this superior pe...Starting at €8.20
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Sales Learning Curve (Spanish version)
Leslie, Mark; Holloway, ChuckArticle HBS-R0607JMarketingThe company--marketing, sales, product support, and product development--and its customers transfer knowledge and experience back and forth. As customers adopt the product, the firm modifies both the offering and the processes associated with making and selling it. The more a company learns about the sales process, the more efficient it becomes at selling, and the higher the sales yield. As the sales yield increases, the sales learning process u...Starting at €8.20
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Networks in Business Markets, Module Note - Instr
Godes, David B.Teaching Note HBS-508100-EMarketingInstructor's guide - not available for classroom use. This is a module note for the module title "Networks in Business Markets".Starting at €0.00
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The American Express Card
Quelch, John A.; Labatt-Randle, JacquieCase HBS-509027-EMarketingThis case is accompanied by a Video Short that can be shown in class or included in a digital coursepack. Instructors should consider the timing of making the video available to students, as it may reveal key case details. Senior executives at American Express are reviewing the company's marketing strategy for charge and credit cards in the United States. A variety of growth options exists for students to consider including further penetration of...Starting at €8.20
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The American Express Card, Teaching Note
Quelch, John A.Teaching Note HBS-509036-EMarketingTeaching Note for [509-027].Starting at €0.00