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VaycayNation: Driving Website Traffic through Second-Screen Analytics
Maik Eisenbeiss; Alexander BleierCase IVEY-9B20A027-EEntrepreneurship, Marketing, StrategyVaycayNation was a German start-up operating an online travel and booking portal. Despite its recent growth, the firm still had low brand awareness in the German market. As a remedy, the chief executive officer planned to invest in a major television advertising campaign to attract more visitors to the company’s website and thus improve its customer awareness. He wanted to build the campaign based on a solid understanding of how executional campa...Starting at €8.20
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Mercedes-Benz (Spanish Version)
Rosenzweig, Philip M.Case HBS-302S23Knowledge and CommunicationDespués de muchos años como un fabricante de automóviles de lujo alemán, Mercedes-Benz anunció dos importantes cambios de estrategia en 1992, hacia una línea completa de productos para el automóvil y hacia un conjunto diverso a nivel mundial de los planes y actividades. Como parte de este cambio, Mercedes prevista la construcción de una planta importante en Alabama para la fabricación de vehículos deportivos utilitarios.Starting at €8.20