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Investing in Social Media, Video, and Mobile (Spanish version)
Ofek, Elie; Wagonfeld, Alison BerkleyCase HBS-513S05MarketingJulie Bornstein, senior vice president of Sephora Direct, is seeking to double her budget for social media and other digital marketing initiatives for 2011. A number of digital efforts implemented in the past two years seem to be bearing fruit, and there is a desire to intensify Sephora's social media, online video, and mobile presence. Bornstein must justify the need for the additional funding, determine how best to allocate the money across the...Starting at €8.20
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Consorcio Metalplástico S.A. de C.V. Jumbo MR
Pérez Pineda, Felipe; Heredia Soto, Margarita; Galaz Vega, Rosa de las Nieves; IESDE Business School; UPAEPCase INCAE-12379Finance, Marketing, Service and Operations ManagementEl presente caso se basa en la empresa Pyme de origen Mexicano denominada Consorcio Metalplástico. Este caso presenta diversos retos, tanto financieros como comerciales a los que se debe enfrentar el Director. La empresa produce juegos aptos para gente de todas las edades e incluso discapacitados, aparatos de gimnasio al aire libre y mobiliario urbano. El caso presenta una disyuntiva, pues aunque los resultados de 2012 indicaron un beneficio de u...Starting at €8.20