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Compact Fluorescent Bulbs: 15 Years Later
Spekman, Robert E.; Farris, Paul W.; Webb, MarjorieCaso DARDEN-M-0766-EMarketingCompact fluorescent bulbs (CFLs) lasted five to six times longer-8,000 to 12,000 hours-than comparable incandescent bulbs and consumed 75% less energy. By July 2008, prices had fallen as low as $2 or so per bulb, compared with $0.25 for standard bulbs. But manufacturers had yet to crack the code on how to get consumers to choose these innovative energy-efficient light bulbs over standard bulbs.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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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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BP in Russia: Bad Partners or Bad Partnerships? (A) and (B) - Teaching Note
Spekman, Robert E.; Linetsky, ZuriNota del Instructor DARDEN-M-0819TN-EMarketingTeaching note for product M-0819Desde 0,00 €
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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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BP in Russia: Bad Partners or Bad Partnerships? (A)
Spekman, Robert E.; Linetsky, ZuriCaso DARDEN-M-0819-EMarketingThis case pairing is used in Darden's "Business to Business Marketing" course elective. Following the Deepwater Horizon oil spill, BP seeks to expand its assets and revenues, so it looks to Russia, but a planned alliance with a Russian state-owned oil company is thwarted by objections from another Russian oil partner. This case maps BP's strategic alliances and illustrates the importance of alliance management. This is the first part of a two-par...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 €