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The Sales Trend at Guarini
Osuna, Ignacio; Alegre, Inés; Canela, Miguel ÁngelCaso AD-370-EAnálisis de decisionesGuarini, a European supermarket brand, has about 150 stores in Spain. Being able to track about a 70% of the purchases through customer debit cards, Julia García, Guarini's marketing director for Spain, feels herself compelled to exploit Guarini's database, which still remains largely underused. She plans a pilot study using data from one of the stores located in Barcelona. She collects weekly sales data covering two years and tries to estimate f...Desde 8,20 €
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The AS/AD Model
Pastor, AlfredoNota técnica ECONN-243-EEconomíaThe Aggregate Supply-Aggregate Demand model (AS/AD for short) is designed for analyzing the short-run behavior of a closed economy. The main feature of such an economy is the following cycle: output Y oscillates around its potential or full-employment level Y*. If Y is more than Y*, higher inflation is the result; if Y is less than Y*, unemployment is unnecessarily high. Stabilization policies ¿ monetary and fiscal ¿ aim at keeping Y as close as ...Desde 8,20 €
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ROQ.AD and the Ad-Tech Industry
Christopher Williams; Umair ShafiqueCaso IVEY-9B16M069-EDirección estratégica, Iniciativa emprendedoraBy August 2015, Berlin-based advertising technology venture Roq.ad had grown from a chance encounter between its two co-founders to become a revenue generating operation with 18 full-time employees in Germany and Poland -- in just 10 months. Their goal was to develop new cross-device, user-recognition technology that would enable advertisers to accurately target consumers across a range of devices such as personal computers and peripheral devices...Desde 8,20 €
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Argentina: The convertibility programme
Fracchia L. E.; Gual, JordiCaso ASE-370-EEconomíaDesde 8,20 €
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SodaStream's CEO on Turning a Banned Super Bowl Ad into Marketing Gold
Birnbaum, DanielArtículo HBS-R1401A-EMarketingWhen Birnbaum joined SodaStream, in 2007, it was a sleepy company whose managers liked to boast that they had an 85% share of the "home carbonation business." He and his all-new management team brought enthusiasm and vision--and shortly began talking about a new cola war to grow SodaStream's share of the $260 billion global soda business. The ad they created for the 2013 Super Bowl reached more than 100 million viewers--but in an unexpected twist...Desde 8,20 €
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Marketing en Internet
Puig, Albert; Rocha e Oliveira, Paulo; García Pont, CarlosNota técnica MN-370Marketing, Tecnologías de la informaciónEsta nota técnica explica qué es, para qué sirve y cómo hacer marketing en Internet. El número de temas que abarca es amplio, pero se podría dividir en dos partes principales. La primera, más teórica, explicaría que Internet es un medio apropiado para hacer marketing. La segunda se centraría en aspectos más prácticos. Si se quiere hacer marketing en Internet, qué hay que saber. A la hora de mostrar que Internet es un medio adecuado para hacer mar...Desde 8,20 €
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Ad Classification at Right Media
Edelman, BenjaminCaso HBS-909032-EServicios y operacionesRight Media considers systems and policies to make sure that ads are only shown on web sites where they are appropriate, and vice versa. Setting standards is particularly challenging given the large and growing marketplace, the numerous participants, their diverse requirements, and the dynamics of policy enforcement when market participants are competing intensely.Desde 8,20 €
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A Technical Note on the IS\LM and AS\AD Models
Rodriguez, Peter L.Nota técnica DARDEN-F-1541-EFinanzasThis technical note introduces the basic structure of the IS\LM and AS\AD models for a closed economy (i.e., one that does not engage in international trade). It is a useful complement for the more in-depth presentation of these models commonly found in an economics textbook.Desde 8,20 €
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Argentina: El programa de convertibilidad
Fracchia L. E.; Gual, JordiCaso ASE-370EconomíaEste caso analiza la implantación del programa de convertibilidad en la economía argentina. Se discute el período 1991-1996 analizando el impacto del programa tanto en la economía real como en la situación financiera del país.Desde 8,20 €
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DataXu: Selling Ad Tech
Cespedes, Frank V.; Deighton, John; Cox, Lisa; Hull, OliviaCaso HBS-817012-EDataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream in the very transactional media marketplace, and hoped that two new marketing analytics products would give it a more predictable revenue stream. But sales were behind forecast. DataXu's large brand and advertising agency clients found the new products interesting, but evidence suggested that ...Desde 8,20 €