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UnME Jeans: Branding in Web 2.0
Steenburgh, Thomas; Avery, JillCaso HBS-509035-EMarketingThis case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video sharing sites, and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and tactical decisions that accompany marketing communications strategy and to combine information on consumer behavior with an understanding of brand objectives, in order to assess and e...Desde 8,20 €
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Marketing Analysis Toolkit: Market Size and Market Share Analysis
Steenburgh, Thomas; Avery, JillCaso HBS-510081-EMarketingMarketers frequently need to estimate the size of their markets -- both for existing products so that sales forecasts can be developed, and for new products so that market opportunities can be assessed. This toolkit enables students to size a market and generate a sales forecast using a market build-up methodology. Students learn to measure market demand and company demand and calculate market and product penetration rates and market share. The n...Desde 8,20 €
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Target the Right Market (HBR Case Study and Commentary)
Avery, Jill; Steenburgh, ThomasArtículo HBS-R1210K-EDirección estratégicaSparkPlace is a two-year-old business with a hot new product: software that manages and measures the effectiveness of permission-based marketing campaigns for social media. The company is in the process of deciding on which of two customer segments to focus its strategy. Each segment has demonstrable advantages, but developing the product for and marketing to both segments simultaneously could pose big challenges. Is the argument against being "a...Desde 8,20 €
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Marketing Analysis Toolkit: Breakeven Analysis
Steenburgh, Thomas; Avery, JillCaso HBS-510080-EMarketingMarketing managers are often called upon to make recommendations for or against programs that cost money to implement. Before expenditures are made, managers want to be sure that they will be getting a return on their investment. One way of assessing this is by calculating the breakeven point. In this note, we introduce the concept of breakeven analysis and show how it is used to guide marketing decision making. This analysis helps students asses...Desde 8,20 €
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Marketing Analysis Toolkit: Situation Analysis
Steenburgh, Thomas; Avery, JillCaso HBS-510079-EMarketingBefore managers can begin to formulate marketing strategies for their businesses, they must have a strong understanding of the internal and external marketing environments in which they are operating. In this note, we present three methods for collecting and analyzing information about the internal and external marketing environments firms face: 5 C's Analysis, Porter's Five Forces Industry Analysis, and SWOT Analysis. These analyses help student...Desde 8,20 €
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EMC2: Delivering Customer Centricity
Steenburgh, Thomas; Avery, JillCaso HBS-511124-EMarketingThis case introduces the concept of customer centricity and traces its development at EMC, the world's leading data storage hardware and information management software company. EMC's customers had historically relied on EMC salespeople to guide them through the complex, consultative buying process. However, with the rise of social media, prospective customers are getting more of the information they require earlier in the purchase process online...Desde 8,20 €
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HubSpot and Motion AI: Chatbot-Enabled CRM
Avery, Jill; Steenburgh, ThomasCaso HBS-518067-EMarketingHubSpot, an inbound marketing, sales, and customer relationship management (CRM) software provider, announced that it had acquired Motion AI, a software platform that enabled companies to easily build and deploy chatbots, fueled by artificial intelligence, to interact with their customers. Before unleashing bot-building technology to its B2B customers, HubSpot first needed to develop some best practices for the use of chatbots for CRM. First, the...Desde 8,20 €