IESE (España)
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The Power of Global Thinking
Kusyk, Sophia; Mooij, Marieke de; Reiche, B. Sebastian; Sánchez-Runde Sánchez, Carlos; Steers, Richard M.Dossier DOS-5-EBusiness Ethics and Corporate Social Responsibility, Leadership and People Management, MarketingThe world may be smaller, but the challenges are bigger. Managers need a new mindset that knows no bounds.Starting at €15.00
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Jets4future and the Sale of Private Jets
Segarra, José Antonio; Valentí, Albert; Sanmartí, FrancCase M-1305-EMarketing, StrategyThe case centers on a European distributor of private jets. It explains the specificities and particular problems involved in marketing high-value industrial products: long sales cycle, complex decision-making unit, and significant investment on the part of the customer for the purchase. It discusses the process of customer acquisition and different marketing investments. It also describes three specific situations involving customers in which de...Starting at €8.20