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Self-Diagnosis (B): The Sales Process at My Professional Service Firm
Villanueva, Julian; Vila, VictorianoCaso MQ-2-EMarketingDesde 5,74 €
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Sales Force Size and Deployment
Villanueva, Julian; Muñoz-Cobo D.Nota técnica MN-362-EMarketingFor many companies, the biggest cost in bringing products to market is the sales force. Decisions about the size of the sales force and how salespeople are allocated to territories, products or customer segments can have a decisive impact on sales and profits. A company that has too few salespeople will miss opportunities, which will be seized by competitors, while a company that has too many salespeople will be inefficient and burdened by sellin...Desde 8,20 €
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Zinio: "Byting" into a Paper World (Condensed)
Mitchell, Jordan; Nueno, José Luis; Villanueva, JulianCaso M-1222-EMarketingIn the late summer of 2006, Raúl Suárez, managing director of Zinio Spain, was talking with Joan Solà, CEO of AccesoGroup, about how they could make Zinio into a profitable and viable business in Spain. As CEO of AccesoGroup (a prominent media intelligence and analysis company within Spain), Solà had signed a franchise deal with Zinio Systems, Inc. of San Francisco, California in mid-2005 to market Zinio in Spain.Desde 8,20 €
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Philips Bets on Recordable DVD: Conflicting Technologies
Ripley W.; Mora C.; Nueno, José Luis; Villanueva, JulianCaso M-1179-EMarketing, Tecnologías de la informaciónDVDs were the biggest success ever in consumer electronics, but it seemed that many consumers missed being able to record on DVD, as they did with their VCR. Moreover, research showed that they were willing to pay premium for recording. Was this the right moment to launch the first DVD Recorder in Europe? Early in August 2001, Clare Bayes, Marketing Manager for Digital Video Recording Europe at Philips, had to decide whether to launch the DVD rec...Desde 8,20 €
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Continente: The relaunch of private label soft drinks
Ferrer, Jordi; Nueno, José Luis; Villanueva, JulianCaso M-1049-EMarketingThe private label department at Continente wants to relaunch its soft drinks line, which has a very low market share in its category. Lladó, area manager for private label beverages, has received an interesting offer from Cott and is fancing a number of decisions regarding the possible change of supplier and the marketing mix for the relaunch.Desde 8,20 €
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Primark: £10 Ooh that's Expensive!
Ziskind, Julie Michelle; Villanueva, Julian; Nueno, José LuisCaso M-1249-EMarketingOn August 5th, 2010, Paul Marchant, the CEO of the UK's wildly popular discount clothier Primark, announced a new store opening on the poor relation end of London's Oxford Street. The Primark store on the opposite end, up-scale Marble Arch, had opened in 2007 and, despite concerns about its location among higher end retailers, was now generating profits of 1.7M/ week. The newest location of this unique vender would take up an astounding 85,000 ...Desde 8,20 €
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Triumph: Marketing British Steel (A)
Mitchell, Jordan; Villanueva, Julian; Iniesta, FranciscoCaso M-1217-EMarketingIn early 2007, Tue Mantoni, commercial director for Triumph, opened up the Financial Times, and read: "Triumph, the manufacturer of iconic British motorcycles, has raised sales thanks partly to "Born-again bikers" - older customers trying to recapture the carefree spirit of their youth. Triumph's unit sales had increased by 18.3% growing from 31,600 units in 2005 to 37,400 units in 2006. Over the past five years, the company's sales had grown at...Desde 8,20 €
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The Shubert Organization: The Show Must Go On (condensed)
Beech, María Alejandra; Villanueva, Julian; González, JorgeCaso M-1240-EMarketingIn January 2009, Bob Wankel sat in his office at the historic Sardi's building on 44th Street, New York, as he considered the challenges ahead: several Broadway shows were closing, and a severe economic downturn threatened future productions. Many were calling for changes in the theater industry, and the Shubert Organization (where Mr. Wankel had worked for 33 years) had recently lost its Chairman, Gerald Schoenfeld. As the firm's new President a...Desde 8,20 €
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Web Analytics and the New Digital Metrics
Ferrándiz, Luis; Villanueva, JulianNota técnica MN-392-EMarketing, Tecnologías de la informaciónCompanies are currently using web analytics for different purposes: to present business figures, to learn more about their customers and users, to manage and plan digital marketing campaigns, to learn about a brand's reputation, to get information on the competition, etc. There is a wide variety of objectives, and the difficulty lies in knowing what should be measured and how to study the different sources of information to draw appropriate concl...Desde 8,20 €
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The Shubert Organization: The Show Must Go On
Alex, Maria; Villanueva, Julian; González, JorgeCaso M-1232-EMarketingIn January 2009, Bob Wankel sat in his office at the historic Sardi's building on 44th Street, New York, as he considered the challenges ahead: several Broadway shows were closing, and a severe economic downturn threatened future productions. Many were calling for changes in the theater industry, and the Shubert Organization (where Mr. Wankel had worked for 33 years) had recently lost its Chairman, Gerald Schoenfeld. As the firm's new President ...Desde 8,20 €