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Online Tutorial: Pricing for Profit Teaching
Steenburgh, Thomas; Avery, JillNota del Instructor HBS-7084-EMarketingTeaching Note for Product #7083.Desde 0,00 €
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Online Tutorial: Customer Lifetime Value Teaching Note
Avery, Jill; Steenburgh, ThomasNota del Instructor HBS-7086-EMarketingTeaching Note for Product #7085.Desde 0,00 €
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Online Tutorial: Market Sizing, Teaching Note
Steenburgh, Thomas; Avery, JillNota del Instructor HBS-7082-EMarketingTeaching Note for product #7080.Desde 0,00 €
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Vestas' World of Wind
Steenburgh, Thomas; Corsi, ElenaCaso HBS-511121-EMarketingTo maximize their effectiveness, color cases should be printed in color. The wind turbine manufacturer Vestas launched the industry's first highly localized and customized new product launch campaigns which used also new tools such as web 2.0 platforms. Used to operate in a market where demand exceeded supply, Vestas had lost contact with its customer base and had a limited marketing budget, mainly used to finance global media advertisement campa...Desde 8,20 €
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EMC2: Delivering Customer Centricity, Teaching Note
Steenburgh, Thomas; Avery, JillNota del Instructor HBS-512068-EMarketingTeaching Note for 511124.Desde 0,00 €
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HubSpot: Lower Churn though Greater CHI
Martinez-Jerez, F. Asis; Steenburgh, Thomas; Avery, Jill; Brem, LisaCaso HBS-110052-EContabilidad y controlHubSpot, a web marketing startup is under pressure from VCs to rapidly acquire new customers and to maintain a low level of customer churn. In the case, students explore the drivers of customer churn and uncover opportunities to increase customer retention across the customer selection, selling, and training processes. Students assess a metric, CHI (Customer Happiness Index) which HubSpot uses to predict which customers will churn, and suggest al...Desde 8,20 €
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UnME Jeans: Branding in Web 2.0, Teaching Note
Steenburgh, Thomas; Avery, JillNota del Instructor HBS-509037-EMarketingTeaching Note for [509035].Desde 0,00 €
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How to Sell New Products
Steenburgh, Thomas; Ahearne, MichaelArtículo HBS-R1806G-ESenior leaders have great confidence in their ability to develop innovations, say the authors, but not in their ability to commercialize them. This may result from a lack of formal processes and effective talent-management strategies. Steenburgh and Ahearne suggest a new approach: Assess the skills of your salespeople systematically. Train them for knowledge and resilience rather than focusing on a product's bells and whistles. Create a psycholog...Desde 8,20 €
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HubSpot: Inbound Marketing and Web 2.0 Teaching Note
Steenburgh, Thomas; Avery, JillNota del Instructor HBS-510043-EMarketingTeaching Note for 509-049.Desde 0,00 €
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Siemens AG: Key Account Management
Steenburgh, Thomas; Ahearne, Michael; Corsi, ElenaCaso HBS-512110-EMarketingThe key account manager of an engineering company has to convince a department to give up important contracts. The German engineering company Siemens had set up a global key account management program since 2010. The key account manager of an emerging account had been asked from his customer to cut the costs of two long-term contracts worth about 300 million that his customer had signed with Siemens. Although legally Siemens could refuse the r...Desde 8,20 €