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El marketing cuando el valor del cliente de verdad importa
Hanssens, Dominique M.; Thorpe, Daniel; Finkbeiner, CarlArticle HBS-R0805JMarketingLa medición de la eficacia de las inversiones de marketing puede ser frustrante - especialmente si una empresa se centra en un resultado a largo plazo como aumentar el valor del cliente. Aunque hay modelos de soporte de decisiones a los vendedores ayudar a asignar sus presupuestos, hasta hace poco este tipo de modelos dirigidos a maximizar las ventas a corto plazo, que no siempre son compatibles con la salud de marca a largo plazo. Ahora, sin emb...Starting at €8.20
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License to Overkill (HBR Case Study and Commentary)
Nunes, Paul F.; McCracken, Grant; Soden, Jack; Rothwell, Timothy; Griffith, BillArticle HBS-R0212A-EMarketingSheldon Bloomfield, senior vice-president of character properties for Multi-Media Worldwide, has a hit with Baby Ruby. Originally a children's book character, Ruby has become the fastest growing kids' show on television. In fact, Bloomfield's starting to wonder whether Baby Ruby is his evergreen property--the one that will generate licensing income for years to come. Bloomfield has many offers on the table, including one from the nation's leading...Starting at €8.20
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License to Overkill (HBR Case Study and Commentary) (Spanish version)
Nunes, Paul F.; McCracken, Grant; Soden, Jack; Rothwell, Timothy; Griffith, BillArticle HBS-R0212AMarketingSheldon Bloomfield, senior vice-president of character properties for Multi-Media Worldwide, has a hit with Baby Ruby. Originally a children's book character, Ruby has become the fastest growing kids' show on television. In fact, Bloomfield's starting to wonder whether Baby Ruby is his evergreen property--the one that will generate licensing income for years to come. Bloomfield has many offers on the table, including one from the nation's leading...Starting at €8.20
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Marketing When Customer Equity Matters
Hanssens, Dominique M.; Thorpe, Daniel; Finkbeiner, CarlArticle HBS-R0805J-EMarketingMeasuring the effectiveness of marketing investments can be frustrating - especially if a company focuses on a long-term outcome like increasing customer equity. Though there are decision-support models to help marketers allocate their budgets, until recently such models aimed to maximize near-term sales, which aren't always consistent with long-term brand health. Now, however, Wachovia has created a model that helps it make customer-equity-drive...Starting at €8.20