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The New York Times: Charging for Digital Content
Villanueva, Julian; Cabral, Luis; Ziskind, Julie MichelleCase M-1281-EMarketingThis case study covers the implementation stage, in March 2011, of the digital paywall by the U.S. paper the New York Times, which was ultimately launched in September 2011. It also provides some background and describes the current challenges facing the newspaper industry in the United States.Starting at €8.20
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Optimal Marketing (Spanish version)
Corstjens, Marcel; Merrihue, JeffreyArticle HBS-R0310HMarketingThis article includes a one-page preview that quickly summarizes the key ideas and provides an overview of how the concepts work in practice along with suggestions for further reading. Companies selling multiple products in multiple territories face the difficult question of how to allocate marketing resources. But comparing the profit potential of, say, razors in Germany with batteries in the United Kingdom is a difficult analytical task that de...Starting at €8.20