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Customer Segmentation and Business Model Evolution at Unbounce
Raymond Pirouz; Ken MarkCaso IVEY-9B14A029-EIniciativa emprendedora, MarketingIn December 2011, the co-founder of Unbounce, a Vancouver-based software services start-up, is considering expanding into the enterprise user space. Unbounce got its start providing turnkey landing pages — web pages specific to current advertising campaigns — to the small and medium-sized enterprise market. Within 18 months, the company has achieved thought leadership in this space, has a list of paying customers and has built its support team fr...Desde 8,20 €
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HootSuite: Monetizing the Social Media Dashboard
Raymond Pirouz; Ken MarkCaso IVEY-9B12A058-EIniciativa emprendedora, MarketingHootSuite is one of the fastest growing SaaS (Software as a Service) social media dashboards on the market. The company’s vice-president of business development needs to determine the best strategy for segmenting and monetizing HootSuite users. He needs to introduce a tiered pricing plan that generates revenues without alienating users.Desde 8,20 €
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Mountain Equipment Co-op: Digital Strategy
Raymond Pirouz; Ken MarkCaso IVEY-9B13A019-EIniciativa emprendedora, MarketingThe vice-president of marketing and communications at Mountain Equipment Co-op, a retailer of outdoor sporting goods, is examining its marketing strategy following the decision to stop producing its physical catalogue. The 40-year-old retailer wants to broaden its reach beyond its hard-core group of customers. Although it currently has an online presence, it needs to further develop its online sales and outreach programs.Desde 8,20 €