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Customer Lifetime Value Analysis (Spanish version)
Steenburgh, Thomas; Avery, JillCase HBS-519S01Marketingasset acquisition - attracting new customers to the firm, asset maximization - maximizing the value the firm extracts from each customer, and asset retention - retaining existing customers for the long term. The note gives students a foundation for analyzing marketing cases, as well as providing an analytical structure and process for completing a marketing plan. The note is accompanied by a free Excel worksheet which contains sample problems, p...Starting at €8.20
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Phillips Foods, Inc. - Introducing King Crab to the Trade
Frederic Brunel; Deborah UtterCase IVEY-9B09A004-EEntrepreneurship, MarketingBy 2006, Phillips Food Inc. had grown into one of the largest seafood businesses in the United States and was the number one U.S. brand for crab meat. The company comprised a restaurant division, a foodservice products division that sold to restaurants, and a retail products division that sold to grocery stores. In August, 2006, Phillips' product manager was responsible for defining the communication strategy decisions required to launch its new ...Starting at €8.20
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Phillips Foods, Inc. - Introducing King Crab to the Trade (Spanish version)
Frederic Brunel; Deborah UtterCase IVEY-9B09AS004Entrepreneurship, MarketingBy 2006, Phillips Food Inc. had grown into one of the largest seafood businesses in the United States and was the number one U.S. brand for crab meat. The company comprised a restaurant division, a foodservice products division that sold to restaurants, and a retail products division that sold to grocery stores. In August, 2006, Phillips' product manager was responsible for defining the communication strategy decisions required to launch its new ...Starting at €8.20
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HubSpot and Motion AI: Chatbot-Enabled CRM, Teaching Note
Avery, Jill; Steenburgh, ThomasTeaching Note HBS-520100-EMarketingTeaching note for case 518067.Starting at €0.00
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Serious Materials
Steenburgh, Thomas; Kind, LizCase HBS-511111-EMarketingSerious Materials is a start up who is moving into clean tech markets. The company's first product, QuietRock, originated the sound proofing drywall category and created a steady stream of revenue. It was now considering how to expand its product line to compete in the rapidly developing green building markets. How should Serious Materials go to market when they launch their highly anticipated Serious Windows and EcoRock product lines? What do th...Starting at €8.20
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HubSpot and Motion AI: Chatbot-Enabled CRM
Avery, Jill; Steenburgh, ThomasCase HBS-518067-EMarketingHubSpot, an inbound marketing, sales, and customer relationship management (CRM) software provider, announced that it had acquired Motion AI, a software platform that enabled companies to easily build and deploy chatbots, fueled by artificial intelligence, to interact with their customers. Before unleashing bot-building technology to its B2B customers, HubSpot first needed to develop some best practices for the use of chatbots for CRM. First, the...Starting at €8.20