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Gillette: The Best Controversy a Man Can Get - Teaching Note
Allison Johnson; Neil Bendle; Angela WangNota del Instructor IVEY-8B20A072-EMarketingTeaching note for product 9B20A072.Desde 0,00 €
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Gillette: The Best Controversy a Man Can Get
Allison Johnson; Neil Bendle; Angela WangCaso IVEY-9B20A072-EMarketingIn March 2019, the head marketing consultant at an advertising agency was thinking about a new pitch for the Gillette brand, which had just experienced a tumultuous two months. In January 2019, Gillette’s controversial “We Believe” ad had been released toDesde 8,20 €
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Matchstick Inc.: Word-of-Mouth Marketing (A)
Allison Johnson; Ken MarkCaso IVEY-9B10A019-EMarketingMatchstick Inc. (A) case introduces students to how brands are starting to put in place non-traditional advertising, such as word-of-mouth campaigns. The founder of Toronto-based Matchstick Inc. is working on a campaign for the Ketel One vodka brand. Ketel One, managed by Diageo, a global beverage firm, is trying to increase its awareness and sales in the Canadian market. Ketel One's brand manager has turned to Matchstick to generate awareness am...Desde 8,20 €
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DonorsChoose.org: Refining a Successful Brand
Allison Johnson; Emily Chen-BendleCaso IVEY-9B15A050-EDirección estratégica, Iniciativa emprendedora, MarketingMore than a decade after its launch, DonorsChoose.org is a successful, well-known and well-regarded charitable organization that supports U.S. public schools. Yet in the years since the organization’s inception, the charity environment has changed, leading the organization’s chief marketing officer to investigate how to further clarify the brand in a shifting space. The case centres on findings delivered by a branding agency regarding a possible ...Desde 8,20 €