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Digital Marketing Strategy, Course Overview Note
Teixeira, Thales S.Caso HBS-514087-EMarketingDigital Marketing Strategy is the process by which firms employ, either partially or exclusively, digital tools, techniques, and tactics to create value for customers.Desde 8,20 €
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Marketing Communications
Teixeira, Thales S.Caso HBS-513041-EMarketingThis note identifies the main issues involved in the effective management of the marketing communications process. It first defines the purpose of communication. Then it classifies the tools available to communicate with consumers. In the sequel, it elaborates on how consumers respond to communication attempts. Finally, it lays out a framework for marketers to manage the entire communication process.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 €
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Freemium Pricing at Dropbox
Teixeira, Thales S.; Watkins, Elizabeth AnneCaso HBS-514053-EMarketingOnline storage company Dropbox provided remote-storage over the internet of any type of computer file, along with file sharing, synchronization and backup. Using a freemium pricing strategy whereby a basic service was free-of-charge and a premium service was paid, Dropbox grew into a business with 200 million users. But only an estimated 1.6 to 4.0% of its users provided any revenue to the company. This case examines how Dropbox used freemium pri...Desde 8,20 €