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Mazatlán: The Destination That Did Not Like Its Brand
Nicolas Kervyn; Fernando Rey Castillo Villar; Silvestre Flores Gamboa; Manuel Lopezneria; Matthew ThomsonCase IVEY-W28621-EMarketingIn 2022, Mazatlán was enjoying a reputation as a popular seaside town on the Mexican Pacific Coast, in the northwestern state of Sinaloa. Protected by a bay and three islands, it offered sandy beaches and favourable weather year-round, making it an attractive destination for Mexican, American, and Canadian vacationers. It was a popular stop for Pacific Ocean cruises, where tourists could enjoy beaches, sunshine, Mexican cuisine and culture, and v...Starting at €8.20
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Mazatlán: The Destination That Did Not Like Its Brand (Spanish version)
Nicolas Kervyn; Fernando Rey Castillo Villar; Silvestre Flores Gamboa; Manuel Lopezneria; Matthew ThomsonCase IVEY-W32003MarketingIn 2022, Mazatlán was enjoying a reputation as a popular seaside town on the Mexican Pacific Coast, in the northwestern state of Sinaloa. Protected by a bay and three islands, it offered sandy beaches and favourable weather year-round, making it an attractive destination for Mexican, American, and Canadian vacationers. It was a popular stop for Pacific Ocean cruises, where tourists could enjoy beaches, sunshine, Mexican cuisine and culture, and v...Starting at €8.20
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Cross Selling or Cross Purposes? (HBR Case study and Commentary)
Harding, Ford; Charan, Ram; Kovac, Caroline A.; Colletti, Jerome A.; Turegano, FedericoArticle HBS-R0407B-EMarketingSoftware maker TopTek has acquired a consulting and systems-integration firm, mainly to profit from the software sales that are a natural by-product of consulting engagements. But in many ways the two companies worked better when they were separate. Before the acquisition, the same people who delivered services to clients made the consulting firm's sales. By contrast, TopTek's professional salespeople, all of them highly skilled at selling produc...Starting at €8.20
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Mazatlán: The Destination That Did Not Like Its Brand - Teaching Note
Nicolas Kervyn; Fernando Rey Castillo Villar; Silvestre Flores Gamboa; Manuel Lopezneria; Matthew ThomsonTeaching Note IVEY-W28622-EMarketingTeaching note for product W28621.Starting at €0.00