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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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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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Designing Channels of Distribution
Spekman, Robert E.; Farris, Paul W.Nota técnica DARDEN-M-0769-EMarketingThis note addresses the issues that arise and the complexities that must be addressed when designing a channel of distribution. Content includes the definition of a distribution channel, the steps in its design, functional discounting and margin allocation, the role channels play in branding, and recent trends.Desde 8,20 €
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A Note on Sizing the Sales Force
Spekman, Robert E.; Kumar, Sameer; Kalla, AryaNota técnica DARDEN-M-0746-EMarketingThis note describes several approaches one could employ to size a sales force. It addresses the advantages of each approach as well as the weaknesses. The case entitled "Z Associates: Sizing the Sales Force" (UVA-M-0745) provides a real-world example of one company's attempt to select the correct approach, and includes a supplemental Excel file for students.Desde 8,20 €
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ExAblate Neuro
Spekman, Robert E.; Thames, MatthewCaso DARDEN-M-0888-EMarketingThis case examines InSightec, a company that had pioneered a therapeutic medical technology known as magnetic-resonance-guided focused ultrasound surgery with a product line named ExAblate. Further developing the technology to include brain treatments in a product called ExAblate Neuro, InSightec had the proprietary ability to safely penetrate the skull en route to a targeted lesion. Among other ailments, essential tremor (ET) appeared to be effe...Desde 8,20 €
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I.M.A.G.E. International (Spanish Version)
Newton, Derek A.; Spekman, Robert E.; Ranson, AlexandraCaso DARDEN-M-0958MarketingTraducción al español de la versión del 28 de febrero de 2019 del caso UVA-M-0417. Este caso promueve la comprensión y familiariza a los estudiantes con los incentivos no financieros. El caso describe los principales elementos que intervienen en la creación de una fuerza de ventas de alto rendimiento; Las prácticas, políticas y filosofías que se revelan sobre las formas de motivar a las personas proporcionan una base para la discusión de los estu...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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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 €