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The Off-Line Impact of Online Ads (Spanish version)
Abraham, Magid M.Artículo HBS-F0804HMarketingAdvertising on the internet increases sales in brick-and-mortar stores even more than it does online. Individually, search ads and display ads have the power to drive purchases, but they get the best results when used together in a single campaign.Desde 8,20 €
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The Off-Line Impact of Online Ads
Abraham, Magid M.Artículo HBS-F0804H-EMarketingAdvertising on the internet increases sales in brick-and-mortar stores even more than it does online. Individually, search ads and display ads have the power to drive purchases, but they get the best results when used together in a single campaign.Desde 8,20 €
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The Cause and the Cure (Spanish version)
Christensen, Clayton M.; Cook, Scott; Hall, TaddyArtículo HBS-R0512DMarketingThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Ted Levitt used to tell his Harvard Business School students, "People don't want a quarter-inch drill--they want a quarter-inch hole." But 35 years later, marketers are still thinking in terms of products and ever-finer demographic segments. The structure of a mar...Desde 8,20 €
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Know Your Customers' "Jobs to Be Done"
Christensen, Clayton M.; Hall, Taddy; Dillon, Karen; Duncan, DavidArtículo HBS-R1609D-EMarketingFirms have never known more about their customers, but their innovation processes remain hit-or-miss. Why? According to Christensen and his coauthors, product developers focus too much on building customer profiles and looking for correlations in data. To create offerings that people truly want to buy, firms instead need to home in on the job the customer is trying to get done. Some jobs are little (pass the time); some are big (find a more fulfi...Desde 8,20 €
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Know Your Customers' "Jobs to Be Done" (Spanish version)
Christensen, Clayton M.; Hall, Taddy; Dillon, Karen; Duncan, DavidArtículo HBS-R1609DMarketingFirms have never known more about their customers, but their innovation processes remain hit-or-miss. Why? According to Christensen and his coauthors, product developers focus too much on building customer profiles and looking for correlations in data. To create offerings that people truly want to buy, firms instead need to home in on the job the customer is trying to get done. Some jobs are little (pass the time); some are big (find a more fulfi...Desde 8,20 €