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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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Bluefin Labs: La adquisición por Twitter
Deighton, John; Kornfeld, LeoraCase HBS-514S06Marketing¿Cuál es el valor de los datos de escucha sociales de aleta azul Labs a Twitter? Adquirida por Twitter en 2013, rojo había construido un sistema que reunió a millones de comentarios en línea en un esfuerzo por desarrollar nuevas métricas para los programas de televisión y la publicidad de marca. Con los datos de Twitter y otros sitios sociales, expresiones, no sólo impresiones, ahora podría ser agregados, medidos, y se utiliza para calibrar el re...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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Amazon, Apple, Facebook, and Google 2018
Deighton, John; Kornfeld, LeoraCase HBS-513060-EMarketingFour businesses had, by 2012, grown to dominate the infrastructure that all firms rely on to reach online customers. Will the balance of power among the four persist, will one take command at the expense of the other three, or are all four more vulnerable than they seem to outside forces? What are the implications for the pace at which consumers go online? Amara's Law claims that we tend to overestimate change in the short run, and underestimate ...Starting at €8.20
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Target the Right Market (HBR Case Study and Commentary)
Avery, Jill; Steenburgh, ThomasArticle HBS-R1210K-EStrategySparkPlace is a two-year-old business with a hot new product: software that manages and measures the effectiveness of permission-based marketing campaigns for social media. The company is in the process of deciding on which of two customer segments to focus its strategy. Each segment has demonstrable advantages, but developing the product for and marketing to both segments simultaneously could pose big challenges. Is the argument against being "a...Starting at €8.20
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HubSpot: Lower Churn though Greater CHI
Martinez-Jerez, F. Asis; Steenburgh, Thomas; Avery, Jill; Brem, LisaCase HBS-110052-EAccounting and ControlHubSpot, a web marketing startup is under pressure from VCs to rapidly acquire new customers and to maintain a low level of customer churn. In the case, students explore the drivers of customer churn and uncover opportunities to increase customer retention across the customer selection, selling, and training processes. Students assess a metric, CHI (Customer Happiness Index) which HubSpot uses to predict which customers will churn, and suggest al...Starting at €8.20
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Obama versus Clinton: The YouTube Primary
Deighton, John; Kornfeld, LeoraCase HBS-509032-EMarketingWhat was the role of the Internet in the contest for the Democratic presidential nomination between Senators Obama and Clinton? How does the role change in the shift from the Primary to the National election? The case examines media and content choices by each candidate, and allows students to explore the role of new media in political campaigns. The focus is on fundraising in 2007 and campaigning for Primary delegate votes in 2008.Starting at €8.20
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UnME Jeans: Branding in Web 2.0
Steenburgh, Thomas; Avery, JillCase HBS-509035-EMarketingThis case introduces emerging Web 2.0 social media in virtual worlds, social networking sites, and video sharing sites, and encourages students to explore the opportunities and risks they present for brands. The case allows students to grapple with the strategic and tactical decisions that accompany marketing communications strategy and to combine information on consumer behavior with an understanding of brand objectives, in order to assess and e...Starting at €8.20
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UnME Jeans: Branding in Web 2.0, Teaching Note
Steenburgh, Thomas; Avery, JillTeaching Note HBS-509037-EMarketingTeaching Note for [509035].Starting at €0.00