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Google AdWords: Developing and Growing the Spanish Market
Puig, Albert; Rocha e Oliveira, Paulo; García Pont, CarlosCase M-1239-EInformation Technologies, Knowledge and Communication, MarketingGoogle is the largest advertising space seller in the world. Its flagship product is the "sponsored links" ads on its search result page, regardless of how hard it is to take full advantage of them. These links are sold primarily through the Google Adwords site, with the support of a sales team.The challenge facing this business organization is complicated as it figures out how to boost sales of a seemingly simple product with such a diverse clie...Starting at €8.20
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El caso HBR: Código abierto: salvación o suicidio
Wilson, Scott; Kambil, AjitArticle HBS-R0804AInformation TechnologiesAmp arriba, un popular juego de música electrónica, es una idea original de programadores preciados de KMS, que ahora pasan su tiempo tratando de mantener a los clientes deslumbrados con las actualizaciones. Pero un par de empresas de nueva creación han arrancado la idea de usar su propio código - que es de código abierto. Ahora están exigiendo que flotan KMS con la marea alta y unirse a la comunidad de código abierto. ¿Cómo puede la empresa gana...Starting at €8.20
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Open Source: Salvation or Suicide? (HBR Case Study and Commentary)
Wilson, Scott; Kambil, AjitArticle HBS-R0804A-EInformation TechnologiesAmp Up, a wildly popular electronic-music game, is the brainchild of KMS's cherished programmers, who now spend their time trying to keep customers dazzled with upgrades. But a couple of start-ups have ripped off the idea using their own code - which is open source. Now they're demanding that KMS float with the rising tide and join the open-source community. How could the company make money without its IP? And why should it try? Four experts comm...Starting at €8.20
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Open Source: Salvation or Suicide (HBR Case Study)
Wilson, Scott; Kambil, AjitArticle HBS-R0804X-EInformation TechnologiesAmp Up, a wildly popular electronic-music game, is the brainchild of KMS's cherished programmers, who now spend their time trying to keep customers dazzled with upgrades. But a couple of start-ups have ripped off the idea using their own code - which is open source. Now they're demanding that KMS float with the rising tide and join the open-source community. How could the company make money without its IP? And why should it try? Four experts comm...Starting at €8.20
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Open Source: Salvation or Suicide (Commentary for HBR Case Study)
Wilson, Scott; Kambil, AjitArticle HBS-R0804Z-EInformation TechnologiesAmp Up, a wildly popular electronic-music game, is the brainchild of KMS's cherished programmers, who now spend their time trying to keep customers dazzled with upgrades. But a couple of start-ups have ripped off the idea using their own code - which is open source. Now they're demanding that KMS float with the rising tide and join the open-source community. How could the company make money without its IP? And why should it try? Four experts comm...Starting at €8.20
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Marketing en Internet
Puig, Albert; Rocha e Oliveira, Paulo; García Pont, CarlosTechnical Note MN-370Information Technologies, MarketingEsta nota técnica explica qué es, para qué sirve y cómo hacer marketing en Internet. El número de temas que abarca es amplio, pero se podría dividir en dos partes principales. La primera, más teórica, explicaría que Internet es un medio apropiado para hacer marketing. La segunda se centraría en aspectos más prácticos. Si se quiere hacer marketing en Internet, qué hay que saber. A la hora de mostrar que Internet es un medio adecuado para hacer mar...Starting at €8.20
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Google AdWords: desarrollo y crecimiento del mercado español
Puig, Albert; Rocha e Oliveira, Paulo; García Pont, CarlosCase M-1239Information Technologies, Knowledge and Communication, MarketingLa empresa Google es el proveedor de espacio publicitario con mayor volumen de ventas del mundo. Su producto estrella son los enlaces patrocinados en las páginas de resultados de las búsquedas, a pesar de la dificultad que tiene sacarles el máximo partido. Estos enlaces se comercializa básicamente a través del sitio web Google Adwords, con el apoyo de una fuerza de ventas. El reto que afronta esta organización comercial es complejo, ¿cómo empujar...Starting at €8.20
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Internet Marketing
Puig, Albert; Rocha e Oliveira, Paulo; García Pont, CarlosTechnical Note MN-370-EInformation Technologies, MarketingIn this technical note we explain what Internet marketing is, what it is used for, and how it is done. The note covers a wide variety of subjects, but is broadly in two parts. The first, more theoretical part explains why the Internet is a good medium for marketing. The second focuses on more practical issues, i.e., the things we must we know in order to do Internet marketing. To show that the Internet is a good marketing medium, we describe the ...Starting at €8.20