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Search results
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Search Engine Optimization (SEO)
Ferrándiz, Luis; Villanueva, Julian; Simarro, Sergio; Fernández-Velilla, RosaTechnical Note MN-374-EInformation Technologies, MarketingIn the digital world, search engines are shop windows. They are an absolute necessity for giving visibility to a business. A company that does not have a top position in online search results is missing opportunities to sell to, or communicate with, potential customers. And a business that does not appear in search results might as well not exist. Search engine optimization encompasses a range of techniques aimed at improving a website's posi...Starting at €8.20
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Search Engine Marketing (SEM)
Ferrándiz, Luis; Villanueva, Julian; Simarro, Sergio; Fernández-Velilla, RosaTechnical Note MN-376-EInformation Technologies, MarketingSearch engines are shop windows, giving visibility to our products and promoting our company. Not to make good use of them is to miss an opportunity to build brand and sales. When a user conducts a search, the search engine displays the results it considers most relevant. On the one hand, it displays "organic" or "natural" results. These appear in the middle of the results page and are not paid for by the company. SEO techniques are used to optim...Starting at €8.20
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Search engine optimization (SEO)
Ferrándiz, Luis; Villanueva, Julian; Simarro, Sergio; Fernández-Velilla, RosaTechnical Note MN-374Information Technologies, MarketingEn el mundo digital, los buscadores (o Search Engines) son escaparates absolutamente necesarios para dar visibilidad a un negocio. No tener una buena posición en los resultados de las búsquedas (o un buen ranking) equivale a perder oportunidades de venta o comunicación con potenciales clientes. Si nuestro negocio no aparece en los resultados de búsqueda, literalmente, no existimos. El SEO (Search Engine Optimization) abarca una serie de técnic...Starting at €8.20
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Search Engine Marketing (SEM)
Ferrándiz, Luis; Villanueva, Julian; Simarro, Sergio; Fernández-Velilla, RosaTechnical Note MN-376Information Technologies, MarketingLos buscadores son escaparates imprescindibles para dar visibilidad y promocionar nuestra empresa y nuestros productos. No aprovechar las enormes posibilidades que nos brindan equivale a una potencial pérdida de notoriedad y ventas. Cuando un usuario realiza una búsqueda, el buscador devuelve los resultados que considera más relevantes para dicha consulta: Por un lado, proporciona resultados orgánicos o naturales. Aparecen en el centro de la pági...Starting at €8.20
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What's the Value of a Like
John, Leslie K.; Mochon, Daniel; Emrich, Oliver; Schwartz, JanetArticle HBS-R1702H-EMarketingBrands spend billions of dollars a year on lavish efforts to establish and maintain a social media presence. But do those campaigns actually increase revenue? New research provides an answer to this question, which has vexed marketers ever since social media burst upon the scene. In a series of experiments, the researchers tested four increasingly interactive ways in which Facebook might affect customers' behavior. First, they explored whether li...Starting at €8.20
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Back to the Roots
Keenan, Elizabeth A.; John, Leslie K.Case HBS-518073-EMarketingBack to the Roots (BTTR) is a start-up with a social mission to "undo food"-to reconnect people to where their food comes from. In late 2017, Back to the Roots cofounders Nikhil Arora and Alex Velez were contemplating their next move. The company had an eclectic portfolio of products, including ready-to-grow products, which included gardens in a can, and ready-to-eat products, which included cereals, and was being courted by two major players in ...Starting at €8.20
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Kiehl's Since 1851: Pathway to Profitable Growth
Dolan, Robert J.; John, Leslie K.Case HBS-514044-EMarketingStarting at €8.20
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CVS Health: Promoting Drug Adherence
John, Leslie K.; Quelch, John A.; Huckman, Robert S.Case HBS-515010-EMarketingThe case describes a program that CVS Health recently implemented to improve medication adherence, an important problem from societal, public policy, and firm perspectives. A test of the program, costing hundreds of thousands of dollars to implement, increased the proportion of adherent customers by 1.4 percentage points. Students are asked to quantify the system-wide economic benefit of this improvement and draw upon insights from behavioral sci...Starting at €8.20
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Making stickK Stick: The Business of Behavioral Economics, Teaching Note
John, Leslie K.; Norton, Michael I.Teaching Note HBS-515088-EMarketingTeaching note for case 514019.Starting at €0.00
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Back to the Roots, Teaching Note
Keenan, Elizabeth A.; John, Leslie K.Teaching Note HBS-520028-EMarketingTeaching note for case 518073.Starting at €0.00