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Promoting Land and Nature Jerky (Spanish version)
Quelch, John A.; Hartman, Katherine B.Caso HBS-921S01Marketingreduce the promotion budget by 30%, increase spending on consumer promotions by $200,000, or increase spending on trade promotions by $200,000. Ryan's goal is to achieve an operating profit of at least 7% of L&N's sales in 2020. To make a recommendation, Ayers must first evaluate the effectiveness of past consumer and trade promotions and then determine how to allocate promotional spending to achieve Ryan's operating profit goal. The case can ...Desde 8,20 €
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Cottle-Taylor: Expanding the Oral Care Group in India
Quelch, John A.; Zalosh, AlisaCaso HBS-4350-EDirección estratégicaBrinda Patel, director of oral care products for the India division of a consumer home-care product company, develops a data-driven marketing plan for toothbrushes. She believes her plan can support a 20% increase in unit sales based on rising demand for modern oral-care products in India. Her boss, the VP of Marketing, believes her forecast is too conservative and suggests spending more money on promotions to boost sales by 30%. Patel must devel...Desde 8,20 €
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Expanding the Oral Care Group in India (Spanish version)
Quelch, John A.; Zalosh, AlisaCaso HBS-412S27Dirección estratégicaBrinda Patel, director of oral care products for the India division of a consumer home-care product company, develops a data-driven marketing plan for toothbrushes. She believes her plan can support a 20% increase in unit sales based on rising demand for modern oral-care products in India. Her boss, the VP of Marketing, believes her forecast is too conservative and suggests spending more money on promotions to boost sales by 30%. Patel must devel...Desde 8,20 €
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Hábitat para la Humanidad Internacional: Valoración de la marca
Quelch, John A.; Laidler, NathalieCaso HBS-511S07MarketingHábitat para la Humanidad se sometió a un estudio de valoración de marca y encontró que su marca era un valor de $ 1,8 mil millones, equivalente a Starbucks. La alta dirección revisa los problemas que enfrenta la organización; los alumnos reciben una visión de lo que impulsa el valor de marca de una organización no lucrativa importante y lo que es crítico para construir y proteger el valor de marca.Desde 8,20 €
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Information: Knowledge Is Power--Leveraging Information in the Consumer and Political Marketplaces
Quelch, John A.; Jocz, Katherine A.Capítulo de Libro HBS-7855BC-EMarketingThe free flow of information is essential to well-functioning democracies and consumer marketplaces since both politicians and marketers need to make their cases through information and rhetoric rather than coercion. It is not always simple - there are privacy issues, government regulations, and lack of access for many people. However, many see the democratization of information as offering possibilities for new forms of citizen engagement and em...Desde 8,20 €
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Colgate Max Fresh: Global Brand Roll-Out
Quelch, John A.; Labatt-Randle, JacquieCaso HBS-508009-EMarketingIn February 2005, Nigel Burton, in his third year as president of global oral care at Colgate-Palmolive Company (CP), had every reason to feel optimistic. Worldwide market shares were strong and Colgate Max Fresh (CMF), a new toothpaste that had helped drive Colgate to a record value share in the important U.S. market, was in the global pipeline for 2005. Burton had on his desk the proposed marketing launch plans for CMF in China and Mexico. Each...Desde 8,20 €
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Consumption: The Happiness of Pursuit--The Implications for Marketing and Politics
Quelch, John A.; Jocz, Katherine A.Capítulo de Libro HBS-7853BC-EMarketingWhile consumption is an individual, private act, it affects the national wealth and international trade. Underconsumption depresses the economy, and overconsumption can produce financial distress for individuals, or overuse and damage of natural resources and the environment. In this way, consumption becomes a matter of political debate. In the democracy of the marketplace, consumers may increasingly choose to consume those products and services ...Desde 8,20 €
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Building a Global Brand (Spanish version)
Quelch, John A.Caso HBS-507S20MarketingAnnounced in December 2004, the $1.75 billion acquisition of IBM's PC division by Lenovo, China's largest PC maker, made headlines around the world. A relative upstart in the business, Lenovo acquired the division of IBM that invented the PC in 1981. While Lenovo was arguably the best-known brand in China, it was virtually unknown in the rest of the world. In 2004, over 90% of Lenovo's revenues came from China, but with this major deal, Lenovo ai...Desde 8,20 €