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Tu producto no entra en una categoría clara. ¡Cambia la forma de explicarlo!
Boulongne, RomainArticle 75541Marketing, Strategy¿Qué sucede en el cerebro al juzgar un producto nuevo difícil de definir? Romain Boulongne explica cómo funcionan los procesos de categorización para que decidas si es mejor indicar qué tipo de producto estás vendiendo; para qué sirve o a qué se parece.Starting at €8.20
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Case of the Pricing Predicament (HBR Case Study and Commentary)
Karr, Mary; Rogers, F.G. Buck; Moore, Bruce; Lindgren, Richard T.; Whitescarver, WilliamArticle HBS-88205-EMarketingScott Palmer's most important account, Occidental Aerospace, is pushing for a discount, but Standard Machine Corp., Scott's company, has a long-standing policy of selling its products at list price--discounts are out of the question. Occidental also has plans for two new plants so Standard's bid may affect millions of dollars in future business. And two Asian machine-tool companies have set their sights on Occidental's home market. Has Standard's...Starting at €8.20