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     您目前瀏覽的的主題是Marketing


      資料筆數共計3581筆,共計 359

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 SupplementDigital Marketing at HBS Online, Spreadsheet Supplement
作者姓名:Gupta, Sunil;Lal, Rajiv
商品類型:Supplement商品編號:9-521-702
出版日期:2020/08/18商品頁數:0p

Spreadsheet supplement for case 521027.

 CaseBig Hit Entertainment and Blockbuster Band BTS: K-Pop Goes Global
作者姓名:Elberse, Anita;Woodham, Lizzy
商品類型:Case商品編號:9-520-125
出版日期:2020/06/08商品頁數:22p

Bang Si-Hyuk (''Hitman Bang'') is the founder and co-chief executive officer of Big Hit Entertainment, the company behind BTS, a ''K-pop'' band that has found unparalleled success around the globe-a remarkable feat given that most of their songs are in Korean. It is March 1, 2020. With its latest album, the band has now scored its fourth chart-topping album in the U.S. in less than two years. The band''s popularity .....more

 CaseKickoff: The Launch of Los Angeles Football Club
作者姓名:Dann, Jeremy B.
商品類型:Case商品編號:SCG573
出版日期:2020/06/05商品頁數:21p

Located in the media capital of the world and boasting a cadre of high-profile owners, Los Angeles Football Club, the newest MLS franchise, launches with great fanfare in 2018. Despite its location, LAFC''s early strategy doesn''t emphasize a star-studded publicity campaign; rather, the club develops a novel "one by one, block by block" fan engagement approach. LAFC and its early supporter group leaders look to carve out .....more

 CaseIn-housing Digital Marketing at Sprint Corp.
作者姓名:Bell, David E.;Lal, Rajiv;Hull, Olivia
商品類型:Case商品編號:9-520-026
出版日期:2020/06/03商品頁數:27p

In the fall of 2019, Sprint''s Chief Digital Officer Rob Roy reflected on the telecom''s efforts to improve the effectiveness of its digital marketing campaigns. Digital media buying had long been handled by an outside agency, but in 2017, Sprint brought those functions in-house to enhance the company''s ability to respond to the market in real-time. Early results suggested the plan was working, but Sprint continued to face .....more

 CasePromoting Land and Nature Jerky
作者姓名:Quelch, John A.;Hartman, Katherine B.
商品類型:Case商品編號:9-920-563
出版日期:2020/04/30商品頁數:9p

Kathy Ayers, Vice President of Marketing and Communications for Land and Nature (L&N) Jerky Company, needs to make a recommendation about L&N''s 2020 promotional spending. L&N''s CEO, Tim Ryan, wants her to calculate different scenarios using historical data to determine which option to recommend. Specifically, Ryan wants Ayers to recommend one of the three options: reduce the promotion budget by 30%, increase spending .....more

 SupplementPromoting Land and Nature Jerky, Student Spreadsheet
作者姓名:Quelch, John A.;Hartman, Katherine B.
商品類型:Supplement商品編號:9-920-565
出版日期:2020/04/30商品頁數:0p

Spreadsheet supplement for case 920563.

 CaseTamul Plates Marketing: Channel Challenges for an Organic Product
作者姓名:Aithal, Rajesh
商品類型:Case商品編號:W20303
出版日期:2020/04/20商品頁數:7p

In early January 2018, the chief executive officer and co-founder of Tamul Plates Marketing Private Limited had just confirmed the next round of much-needed funding. Having accomplished this goal, he was reassured that funding was taken care of until 2020. The funds would drive a long-awaited expansion and take the company to its next phase of growth. Although he had worked hard to refine the company''s business model over the previous six .....more

 CaseCustomer Management at Magellan Savings Bank Of Philippines
作者姓名:Puri, Sandeep;Manalac, Maria Theresa;Ranjan, Jayanthi
商品類型:Case商品編號:W20289
出版日期:2020/04/16商品頁數:6p

In June 2019, a newly promoted branch manager of a bank in Davao City, Philippines, must recommend to the bank''s head office who among six loan applicants will obtain loans from the branch. She has received applications for 24 million in loans but can only grant 18 million. The branch manager needs to (a) decide how much to loan and to which customers, (b) find ways to retain valuable customers and acquire new ones, and (c) consider new avenues .....more

 CaseOpendoor: Launching in Los Angeles
作者姓名:Siegelman, Russell;Scott, Mitchel;Sutherland, Margot
商品類型:Case商品編號:M379
出版日期:2020/03/20商品頁數:15p

The Opendoor case follows head of market operations Megan Meyer as her team develops a strategy to enter Los Angeles, a substantial departure from the existing real estate markets the company had worked in through 2018. Particular issues explored include market segmentation, new market entry strategy, and quantitative analysis of unit economics and addressable markets.

 CasesWhy Soliciting Donations at the Cash Register Can Backfire
作者姓名:Harvard Business Review
商品類型:Cases商品編號:F2002A
出版日期:2020/03/01商品頁數:5p

Philanthropic organizations rely heavily on point-of-sale solicitations--but a new series of studies shows that consumers often react negatively, perceiving the request as a violation of their social contract with the retailer. This can lead to diminished satisfaction and a decreased likelihood of revisiting and recommending the store. The researchers outline several strategies for inspiring customers to donate while minimizing the risk of a backlash. .....more