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The NFL's Digital Media Strategy
Elberse, Anita; Calhoun, Kelsey; Johnson, DavenCase HBS-511055-EMarketingIn late 2009, Brian Rolapp, senior vice president of media strategy and digital media for the NFL, was faced with the challenge of determining the league's strategic approach to the wireless market - and presenting his views to NFL team owners. What was the league's best strategy for the mobile space? The case describes the antecedents of what is widely regarded as a landmark deal for the NFL, its $780-million, four-year exclusive partnership wit...Starting at €8.20
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Hips Feel Good - Dove's Campaign for Real Beauty (Spanish version)
Thomas Gey; Nick Nugent; David T.A. WesleyCase IVEY-9B07AS010Marketing, StrategyDove is one of Unilever's better-known personal care brands. It has significant top-of-mind awareness among women in many countries. In an attempt to increase sales volume by 80 per cent, Unilever re-launched Dove in 2004. The campaign asks the question What is real beauty? and attempts to redefine it in ways that challenge commonly portrayed stereotypes. This case examines the re-launch of Dove, Unilever's well-known international personal care ...Starting at €8.20
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Hips Feel Good - Dove's Campaign for Real Beauty
Thomas Gey; Nick Nugent; David T.A. WesleyCase IVEY-9B07A010-EMarketing, StrategyDove is one of Unilever's better-known personal care brands. It has significant top-of-mind awareness among women in many countries. In an attempt to increase sales volume by 80 per cent, Unilever re-launched Dove in 2004. The campaign asks the question What is real beauty? and attempts to redefine it in ways that challenge commonly portrayed stereotypes. This case examines the re-launch of Dove, Unilever's well-known international personal care ...Starting at €8.20