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     您目前瀏覽的的主題是Marketing


      資料筆數共計3780筆,共計 378

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 CaseChampo Carpets: Improving Business-to-Business Sales Using Machine Learning Algorithms
作者姓名:Goyal, Priyank;Kapoor, Puneet;Jain, Gyanesh;Sethia, Ashish;Unni Krishnan, Dinesh Kumar
商品類型:Case商品編號:IMB879
出版日期:2021/08/26商品頁數:5p

Champo Carpets is one of the largest carpet manufacturing companies based in India, with customers across the world, including some of the most reputed stores and catalog companies. Champo Carpets is based out of Bhadohi, Uttar Pradesh, which is one of the most famous clusters of carpet weaving in India. This cluster is spread over 1,000 sq. km and comprises many villages and districts in and around it. The company is a vertically integrated manufacturer .....more

 SupplementChampo Carpets: Improving Business-to-Business Sales Using Machine Learning Algorithms, Spreadsheet Supplement
作者姓名:Goyal, Priyank;Kapoor, Puneet;Jain, Gyanesh;Sethia, Ashish;Unni Krishnan, Dinesh Kumar
商品類型:Supplement商品編號:IMB881
出版日期:2021/08/26商品頁數:0p

Spreadsheet supplement for case IMB879.

 CaseBombay Shaving Company: Digital Customer Conversion
作者姓名:Kumra, Rajeev
商品類型:Case商品編號:W21363
出版日期:2021/07/26商品頁數:13p

In January 2020, Bombay Shaving Company had established an in-house digital team that was able to achieve the best digital marketing key performance indicators in its industry. BSC''s marketing strategy focused on conversion rates, influencer marketing, heatmaps, A/B testing, keyword cloud analysis, and emailer marketing. In using these tools, BSC was carving out a differentiated strategy for each step of the customer journey, including customer .....more

 CaseMary Kay Inc.: Enriching Women''s Lives while Embracing Change
作者姓名:Ofek, Elie;Stewart, K. Shelette;Kelley, Julia
商品類型:Case商品編號:9-522-004
出版日期:2021/07/13商品頁數:25p

In December 2020, Mary Kay Inc. Chief Marketing Officer Sheryl Adkins-Green considered several strategic dilemmas. Founded in 1963 by Mary Kay Ash, Mary Kay was a direct sales company whose Independent Beauty Consultants purchased its beauty and cosmetics products at wholesale and sold them to end-consumers at retail. As the coronavirus pandemic spread in 2020, Mary Kay worked to equip its Consultants with digital tools and strategies to help them .....more

 CaseAugust Berg: Promoting an Accessible Luxury Watch via Social Media
作者姓名:Lui, Patricia;Bhattacharya, Lipika
商品類型:Case商品編號:SMU963
出版日期:2021/07/08商品頁數:21p

Set in September 2020, the case talks about marketing an accessible (affordable) luxury watch brand, ''August Berg'', by a luxury-product distribution company, Norbreeze, based in Singapore. The company''s founder, Anders Peter Juel Sauerberg, was sceptical about the launch of a new collection of the watch brand, as it had seen limited sales in one year since its inception. Sauerberg had set up a kiosk store of the brand in .....more

 CaseGucci: Staying Relevant in Luxury over a Century
作者姓名:Kumar, Nirmalya;Mittal, Sheetal
商品類型:Case商品編號:SMU954
出版日期:2021/06/07商品頁數:28p

This case describes the journey of Gucci, a hundred-year-old luxury fashion brand, and how over the years it has reinvented its designs and marketing strategy to grow its market dominance world-wide. In 2015, Gucci''s dismal performance over two successive years led the fashion house to rejig its top management, and bring in Marco Bizzarri, as the new President and CEO, and Alessandro Michele as the new creative director. By end-2019, the .....more

 CasePuma''s "Maya": Southeast Asia''s First Virtual Influencer
作者姓名:Phan, Tuan Q.;Ong, Sandy
商品類型:Case商品編號:HK1288
出版日期:2021/06/02商品頁數:18p

This case explores how a creative agency in Southeast Asia created the region''s first virtual influencer. The client, a prominent global sports and lifestyle brand, wanted someone to run a campaign to promote its new line of sneakers. Because Southeast Asia is an incredibly diverse region, the agency struggled to find an influencer who would appeal across all markets. Eventually, it decided to create its own influencer, using artificial .....more

 CaseDrop Technologies Inc.: Understanding the Influencer Marketing Channel
作者姓名:Janssen, Eric;Sun, Lillie Yue Ting
商品類型:Case商品編號:W21265
出版日期:2021/05/31商品頁數:9p

Drop Technologies Inc. was a major success in the Toronto, Ontario, Canada technology community. Having raised its initial pre-seed funding with only a slide deck, it grew to become a popular loyalty mobile application across North America. In 2017, the company was featured in LinkedIn''s top 25 start-ups in Canada, and it closed CA$58 million in a series B funding round. In 2018, the marketing manager had to decide which marketing channel .....more

 SupplementDrop Technologies Inc.: Understanding the Influencer Marketing Channel - Student Spreadsheet
作者姓名:Janssen, Eric;Sun, Lillie Yue Ting
商品類型:Supplement商品編號:W21267
出版日期:2021/05/31商品頁數:0p

Student spreadsheet to case W21265

 CaseUala''s "Tech and Touch" Customer Strategy: A Fintech David vs. the Goliaths of the Financial Services Industry in Latin America
作者姓名:Dubois, David
商品類型:Case商品編號:IN1763
出版日期:2021/05/26商品頁數:11p

Uala''s bold "tech-and-touch" strategy brought 2.7 million new customers - 1 out of 20 people in Argentina - into banking in less than four years (2017-21). Readers step into the shoes of CEO Pierpaolo Barbieri as he begins by (1) uncovering pain points and untapped needs in banking in Argentina through digital analytics, (2) transforming his insights into a clever tech-and-touch strategy combining physical (prepaid card) and digital .....more