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MINI USA: Finding a New Advertising Agency (B)
Godes, David B.Caso HBS-508042-EMarketingSelling an intangible like advertising services is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This set of cases puts the students into the roles of the seller (an advertising agency named Butler, Shine, Stern and partners) and the buyer (MINI USA) and asks them to develop a sales s...Desde 5,74 €