Search results
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Customer Lifetime Value Analysis (Spanish version)
Steenburgh, Thomas; Avery, JillCase HBS-519S01Marketingasset acquisition - attracting new customers to the firm, asset maximization - maximizing the value the firm extracts from each customer, and asset retention - retaining existing customers for the long term. The note gives students a foundation for analyzing marketing cases, as well as providing an analytical structure and process for completing a marketing plan. The note is accompanied by a free Excel worksheet which contains sample problems, p...Starting at €8.20
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Inbound Marketing and Web 2.0 (Spanish version)
Steenburgh, Thomas; Avery, Jill; Dahod, NaseemCase HBS-510S08Marketingdeveloping market segmentation and targeting strategies to decide which customer to serve and which to turn away, configuring pricing strategies to align with the value delivery stream customers experience, and determining whether inbound marketing programs can generate enough scale or whether traditional outbound marketing methods need to be employed to accelerate growth.Starting at €8.20
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¡Promociónate!
Steenburgh, Thomas; Norton, Michael I.Case HBS-515S04MarketingLos ayuda a desarrollar un discurso de ascensor para su activo más importante - a sí mismos. Antes de clase, los estudiantes se les pide que entrevistar a un posible empleador y para desarrollar campos de ascensor preliminares. Una vez en clase, los estudiantes trabajan a través de un ejercicio que ayuda a definir sus campos de ascensor y comprender mejor varios principios clave de marketing. Conduce a una discusión interesante y estimulante.Starting at €8.20
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Delivering Customer Centricity (Spanish version)
Steenburgh, Thomas; Avery, JillCase HBS-517S12MarketingThis case introduces the concept of customer centricity and traces its development at EMC, the world's leading data storage hardware and information management software company. EMC's customers had historically relied on EMC salespeople to guide them through the complex, consultative buying process. However, with the rise of social media, prospective customers are getting more of the information they require earlier in the purchase process online...Starting at €8.20
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Sell Yourself! (Spanish Version)
Steenburgh, Thomas; Norton, Michael I.Case HBS-517S21MarketingAyuda a los estudiantes a desarrollar un argumento de venta eficaz para su mayor activo - a sí mismos. Además, amplía su comprensión de cómo los vendedores venden productos y servicios. Antes de la clase, se les pide a los estudiantes para entrevistar a un posible empleador y para desarrollar un argumento de venta preliminar. Una vez en clase, los estudiantes trabajan a través de un ejercicio que ayuda a refinar el argumento de venta y comprender...Starting at €8.20
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UnME Jeans: Creando marca en la WEB 2.0
Steenburgh, Thomas; Avery, JillCase HBS-511S09MarketingEste caso se introduce Web 2.0 de redes sociales en mundos virtuales, sitios de redes sociales y sitios para compartir vídeos, y anima a los estudiantes emergentes para explorar las oportunidades y riesgos que presentan para las marcas. El caso permite a los estudiantes a lidiar con las decisiones estratégicas y tácticas que acompañan a la estrategia de comunicaciones de marketing y combinar información sobre el comportamiento del consumidor con ...Starting at €8.20
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Breakeven Analysis (Spanish version)
Steenburgh, Thomas; Avery, JillCase HBS-511S11MarketingMarketing managers are often called upon to make recommendations for or against programs that cost money to implement. Before expenditures are made, managers want to be sure that they will be getting a return on their investment. One way of assessing this is by calculating the breakeven point. In this note, we introduce the concept of breakeven analysis and show how it is used to guide marketing decision making. This analysis helps students asses...Starting at €8.20