Search results
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Motorcowboy: Getting a Foot in the Door (A)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0814-EMarketingAs part of the Google Online Marketing Challenge, a team of Darden students devises an AdWords campaign for Motorcowboy, an online source of custom footwear that caters to segments as varied as motorcycle police, cross-dressers, movie buffs, equestrians, and plus-size individuals. When an initial keyword list yields low traffic, the team must adapt its approach. This three-part case illustrates the segmentation process and the relative merits of ...Starting at €8.20
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Motorcowboy: Getting a Foot in the Door (B)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0815-EMarketingThis continuation of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, recounts the Darden team's revised approach.Starting at €5.74
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Motorcowboy: Getting a Foot in the Door (C)
Farris, Paul W.; Maddux, Robert; Harr, Timothy; Gray, Martha; Kanaparthi, Gautam; Shrivastava, Prateek; Weiss, Matthew; Pfeifer, Phillip E.Case DARDEN-M-0816-EMarketingThis third and final part of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, delineated the Darden team's recommendations for future efforts.Starting at €5.74
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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
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Jets4future y la venta de jets privados
Segarra, José Antonio; Valentí, Albert; Sanmartí, FrancCase M-1305Marketing, StrategyEl caso se centra en un distribuidor europeo de jets privados. Se exponen las particularidades y problemáticas específicas de la comercialización de productos industriales de alto valor: ciclo de venta largo, unidad de decisión compleja e inversión significativa por parte del cliente para realizar la compra. Se discute el proceso de captación de clientes y las diferentes inversiones de marketing. También se describen tres decisiones concretas sob...Starting at €8.20
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Jets4future and the Sale of Private Jets (Portuguese Version, Brazil)
Segarra, José Antonio; Valentí, Albert; Sanmartí, FrancCase M-1305-PBMarketing, 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