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商品編號： 9-502-062 出版日期： 2002/03/08 作者姓名： Wathieu, Luc;Zoglio, Michael 商品類別： Marketing 商品規格： 14p 再版日期： 2002/07/26 地域： California 產業： Broadcasting and streaming media industry 個案年度： 2002 - 2002
商品敘述：
Brodie Keast is anxious to understand the sharp contrast between the inertia of prospects and the deep emotional response shown by converted users of TiVo. After an overview of the company''s situation and problems, the case focuses on different kinds of data (sales results, satisfaction and usage data, purchase influence, demographics, attitude data, and behavioral data) and explains how that data emerged over time as the company was more and more pressured to explore the essence of its value proposition.
涵蓋領域：
Advertising;Consumer behavior;Marketing management;Product launches
相關資料：
, (9-506-067), 7p, by Luc Wathieu
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