IESE (España)
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The 91-92 Phone Card: Launch and Reassessment
Agell, Pere; Segarra, José AntonioCase M-1023-EMarketingIn the early nineties, Telefónica of Spain foresees the imminent liberalization of the market and decides to promote public telephony with the launch of a calling card as a new means of payment in phone booths. The product was successful in neighboring countries, but it failed to take off in Spain. Coins are still preferred for 95% of calls. The reasons are unclear: bad segmentation, an unattractive product, excessive face value, low distribution...Starting at €8.20
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CEPSA-ENPETROL-ERT: Motor Lubricants (B)
Agell, Pere; Carrasco, M.; Segarra, José AntonioCase M-784-EMarketingStarting at €5.74
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CEPSA-ENPETROL-ERT: Motor Lubricants (A)
Agell, Pere; Carrasco, M.; Segarra, José AntonioCase M-783-EMarketingStarting at €8.20
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El País
Agell, Pere; Segarra, José AntonioCase M-815-EMarketingIn 1981, after a period of unprecedented success that had taken El País to first place in the Spanish newspaper market, the paper's management was considering launching an edition in Barcelona. El País's readership in Catalonia was marginal in relation to its demonstrated potential in the rest of Spain. As a first step, the management commissioned an image and use survey of the daily press market in Barcelona, together with a concept test for a ...Starting at €8.20
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Páginas amarillas (A)
Agell, Pere; Segarra, José AntonioCase M-816-EMarketingAfter very negative results in its first sales campaign, the commercial management of Cetesa, the Yellow Pages' trading company, decides to undertake some quantitative commercial research into image and use. When the results appear, a number of doubts arise regarding the reliability of the research, and its immediate usefulness.Starting at €8.20
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Supply and demand in the media market
de Toro, Juan Manuel; Ramas, SantiagoTechnical Note MN-316-EMarketingChanges in the supply of media (TV, press, radio and magazines) and the introduction of new technologies (remote control) have directly influenced the way the media are consumed. This technical note analyzes these changes and their repercussions.Starting at €8.20
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From GRP to NRP: A new measure of advertising effectiveness in television
de Toro, Juan Manuel; Ramas, SantiagoTechnical Note MN-319-EMarketingStarting at €8.20
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People-Meters: Monitoring and Measuring TV Audiences
Ramas, Santiago; de Toro, Juan ManuelTechnical Note MN-314-EMarketingThe purpose of this technical note is to explain, in an abbreviated form, what audience measurement is, how audience data are collected, and what information the system provides.Starting at €8.20
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Television advertising effectiveness: active and passive zapping
de Toro, Juan Manuel; Ramas, SantiagoTechnical Note MN-315-EMarketingFor decades people have been studying ways of measuring the effectiveness of television advertising. This technical note analyzes the means of quantifying avertising effectiveness from two points of view. First, the use of the peoplemeter and other audience measurement systems to determine the actual number of viewers. Second, audience recall of advertising messages.Starting at €8.20
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The Phone Card (B)
Agell, Pere; Segarra, José Antonio; James, J.Case M-1022-EMarketingStarting at €5.74