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Using Social Media in the B2B Context
Spekman, Robert E.; Dotson, ElianeTechnical Note DARDEN-M-0778-EMarketingBusiness-to-business marketers have begun to appreciate the value social networks -- specifically, the use of social media -- to nurture relationships with current customers and to reach one’s potential customers. This note explores the different facets of social media: what it is, what the risks are, and how best to harness it for use in a B2B context. Despite skepticism regarding their efficacy and whether they accomplish the goals established ...Starting at €8.20
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Project Evaluation
Vergara, Carles; Sacchetto, Stefano; Mateu, AdriàTechnical Note FN-650-EFinanceProject evaluation (also known as capital budgeting or project analysis) is the process that a business undertakes to evaluate potential projects or investments. Essentially, it is based on a cost-benefit analysis in order to determine if the benefits of a project are larger than its costs. This note provides the main concepts related to project evaluation that managers should know and includes the main tools to the decision-making process.Starting at €8.20