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Xing AG: Securing Leadership in the European Online Social Networking Market
Kaganer, Svetlana; Sieber, Sandra; Ferraro, FabrizioCaso SI-173-ETecnologías de la informaciónThe case explains how the German-based professional social networking site Xing was trying to figure out how to compete against its US competitor LinkedIn for the dominance of the European market in 2009. It was facing a series of land marking decisions, ranging from a revision of its pricing scheme to the expansion into business to business operations.Desde 8,20 €
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¿Un regalo del cielo El giro estratégico de J. C. Penney
Maoret, Massimo; Martin Romano, Cristina; Ferraro, FabrizioCaso SM-1665Dirección estratégica, Innovación y cambio, Liderazgo y Dirección de personasEl caso analiza la formulación e implementación del giro estratégico de J. C. Penney, un importante minorista estadounidense, por parte de Ron Johnson, ejecutivo destacado que anteriormente había liderado la creación y expansión de Apple Store. El giro es audaz y de gran alcance, lo que plantea interrogantes sobre si funcionará o no.Desde 8,20 €
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Sullair: Redefining Its Channel of Distribution - Teaching Note
Spekman, Robert E.Nota del Instructor DARDEN-M-0772TN-EMarketingTeaching note for product M-0772Desde 0,00 €
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Fiat and Chrysler: Gaining on Global Automakers? - Teaching Note
Spekman, Robert E.Nota del Instructor DARDEN-M-0780TN-EMarketingTeaching note for product M-0780Desde 0,00 €
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Marketing Plan Development
Spekman, Robert E.Nota técnica DARDEN-M-0848-EMarketingThis note describes in detail the components of a marketing plan and the process by which data are collected and the plan is developed. Its objective is to develop a sense of purpose and discipline in how one goes about the marketing plan development process and to assist in the gathering of data that will become part of the written plan.Desde 8,20 €
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Customer Segmentation in Business-to-Business Markets
Spekman, Robert E.; Stein, JoshuaNota técnica DARDEN-M-0792-EMarketingThe purpose of this note is to help students better understand the concept of customer segmentation in a business-to-business (B2B) context, focused on such topics as the role segmentation plays in the larger marketing strategy of which it is a part, the process, primary approaches, and variables.Desde 8,20 €
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Using Social Media in the B2B Context
Spekman, Robert E.; Dotson, ElianeNota técnica DARDEN-M-0778-EMarketingBusiness-to-business marketers have begun to appreciate the value social networks -- specifically, the use of social media -- to nurture relationships with current customers and to reach one’s potential customers. This note explores the different facets of social media: what it is, what the risks are, and how best to harness it for use in a B2B context. Despite skepticism regarding their efficacy and whether they accomplish the goals established ...Desde 8,20 €
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ExAblate Neuro - Teaching Note
Spekman, Robert E.; Thames, MatthewNota del Instructor DARDEN-M-0888TN-EMarketingTeaching note for product M-0888Desde 0,00 €
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The United Drug Packaging Division - Teaching Note
Spekman, Robert E.; O'Sullivan, RobertNota del Instructor DARDEN-M-0840TN-EMarketingTeaching note for product M-0840Desde 0,00 €
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Sullair: Redefining Its Channel of Distribution
Spekman, Robert E.; Natarajan, JaishankarCaso DARDEN-M-0772-EMarketingThis case examines the interplay between Sullair, an air compressor manufacturer, and its channel of distribution. Unlike the two market leaders, Sullair has chosen not to compete with its distributors and offers them exclusive territories so as to minimize any intra-brand competition. The tension in the case is to understand the quid pro quo between Sullair and its channel. One would expect that, in exchange for exclusivity, the channel would re...Desde 8,20 €