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Investing in Social Media, Video, and Mobile (Spanish version)
Ofek, Elie; Wagonfeld, Alison BerkleyCase HBS-513S05MarketingJulie Bornstein, senior vice president of Sephora Direct, is seeking to double her budget for social media and other digital marketing initiatives for 2011. A number of digital efforts implemented in the past two years seem to be bearing fruit, and there is a desire to intensify Sephora's social media, online video, and mobile presence. Bornstein must justify the need for the additional funding, determine how best to allocate the money across the...Starting at €8.20