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WPP: From Mad Men to Math Men (and Women)
Deighton, John; Pietrella, Sofia; Kornfeld, LeoraCaso HBS-516065-EMarketingDesde 8,20 €
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Harvard Business School Executive Education: Balancing Online and Offline Marketing, Teaching Note
Deighton, John; Kornfeld, LeoraNota del Instructor HBS-514123-EMarketingTeaching Note for 510091.Desde 0,00 €
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WPP: From Mad Men to Math Men (and Women), Teaching Note
Deighton, John; Kornfeld, LeoraNota del Instructor HBS-918409-EMarketingDesde 0,00 €
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Slanket: Responding to Snuggie's Market Entry
Deighton, John; Kornfeld, LeoraCaso HBS-510034-EMarketingHow does a pioneer in a new product category deal with the runaway success of a follower? Can search engine marketing and social media help? In 2008 Slanket CEO, Gary Clegg, found that his product, a blanket with sleeves, had been eclipsed by The Snuggie, another sleeved blanket. Snuggie made a brazen entry into the market with a $10 million spend on television infomercials. The Snuggie quickly became a pop culture phenomenon, talked about on pop...Desde 8,20 €
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United Breaks Guitars, Teaching Note
Deighton, John; Kornfeld, LeoraNota del Instructor HBS-510123-EMarketingTeaching Note for 510057.Desde 0,00 €
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Target Stores: The Hunt for "Unvolunteered Truths"
Deighton, John; Kornfeld, LeoraCaso HBS-515090-EMarketingDesde 8,20 €
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Harvard Business School Executive Education: Balancing Online and Offline Marketing
Deighton, John; Kornfeld, LeoraCaso HBS-510091-EMarketingHow does a small business set its online media budget? The HBS Executive Education Division can be viewed as a small-to-medium sized business unit with annual revenues of $107 million. As we watch it change its culture, practices, and organization from offline to online marketing, we have an opportunity not simply to see the metrics used in online marketing budget allocation, but also the stresses involved in the birth of a new go-to-market cultu...Desde 8,20 €
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Amazon, Apple, Facebook, and Google 2018
Deighton, John; Kornfeld, LeoraCaso HBS-513060-EMarketingFour businesses had, by 2012, grown to dominate the infrastructure that all firms rely on to reach online customers. Will the balance of power among the four persist, will one take command at the expense of the other three, or are all four more vulnerable than they seem to outside forces? What are the implications for the pace at which consumers go online? Amara's Law claims that we tend to overestimate change in the short run, and underestimate ...Desde 8,20 €
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Wattpad
Deighton, John; Kornfeld, LeoraCaso HBS-919413-EMarketingHow to run a platform to match 4 million writers of stories to 75 million readers? Use data science. Make money by doing deals with television and film makers and book publishers. The case describes the challenges of matching readers to stories, and of helping writers to produce better stories by supplying feedback on their chapters as they write, all by processing a billion data points daily. But it's hard to acquire new customer groups when alg...Desde 8,20 €
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Managing Online Reviews on TripAdvisor
Teixeira, Thales S.; Kornfeld, LeoraCaso HBS-514071-EMarketingIn 2013, TripAdvisor was the most visited online travel site in the world. It hosted a massive repository of information on hotels and travel services, and provided millions of reviews written by consumers. Consumers were becoming increasingly motivated to read and write reviews on TripAdvisor, largely as a means of informing other consumers about their personal experiences, but also to praise or complain to hotels about their experiences. In res...Desde 8,20 €