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商品編號： 9-526-040 出版日期： 2026/03/23 作者姓名： Ascarza, Eva;Schultz, Alex;Wernerfelt, Nils 商品類別： Marketing 商品規格： 6p 再版日期： 地域： United States 產業： 個案年度： -
商品敘述：
This case explores how firms can use digital marketing to drive growth-while avoiding the analytical pitfalls that often distort performance. Through four short vignettes across different industries, the case examines key managerial decisions around targeting, metric selection, measurement of incremental impact, and budget allocation. Despite the promise of precise targeting and real-time data, digital channels can obscure fundamental marketing trade-offs. The case challenges students to evaluate whether observed results reflect true incremental value or misleading attribution, and to determine when to scale, adjust, or stop digital initiatives.
涵蓋領域：
Customer relationship management;Entrepreneurship;Marketing
相關資料：
, (9-526-041), p, by Eva Ascarza
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