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When People Pay Attention to Video Ads and Why
Marketing Digital ArticleContext is key. -
James Bond, Dunder Mifflin, and the Future of Product Placement
Marketing Digital ArticleThe search for an alternative to interruptive ads. -
How E-Commerce Will Trump Brand Management
Marketing Magazine ArticleThe Internet promises to give marketing the same boost in productivity that new operational strategies have given to manufacturing. -
Is Your Marketing Organization Ready for What’s Next?
Marketing Magazine ArticleA framework for aligning growth strategies and capabilities -
Comparing the ROI of Content Marketing and Native Advertising
Brand management Digital ArticleWhich one should you invest in? -
Selling the Sales Force on Automation
Sales & Marketing Magazine ArticleSales force automation (SFA) applications have great potential to enhance companies' sales processes. Yet, many reps strongly resist SFA implementation.... -
How to Acquire Customers on the Web
Sales & Marketing Magazine ArticleMost retailers on the Web spend more to acquire customers than they will ever get back in revenue from them. Many think that sky-high spending on marketing... -
Research: How to Effectively Market Green Products
Business management Digital ArticleA study involving nine leading brands reveals the messaging that resonates and boosts market share. -
Get More from Your Event Spending
Sales & Marketing Digital ArticleThe technology and tools that will help. -
Net Content: From Free to Fee
Marketing Magazine ArticleEveryone assumed that no one would pay for television programming—until cable came along. The same thing’s going to happen on the Web. -
Former Skeptics Can Be Your Best Spokespeople
Marketing Digital ArticleA close look at ad campaigns from Hillary Clinton and Apple. -
Are You Undervaluing Your Customers?
Customer experience SpotlightIt’s time to start measuring and managing their worth. -
Us vs. Them: The Minefield of Comparative Ads
Marketing Magazine ArticleTo introduce its more effective eye drops, Schering-Plough took aim at the market leader with this line in its magazine ads: “New OcuClear relieves three times longer than Visine.” To tout its exclusive manufacturing process that makes Folgers decaffeinated crystals produce darker coffee, Procter & Gamble ran print ads with Folgers and “the leading brand” […] -
How to Value a Company by Analyzing Its Customers
Customer experience SpotlightA step-by-step guide to customer-based corporate valuation -
Does Personalized Advertising Work as Well as Tech Companies Claim?
Sales & Marketing Digital ArticleIf you're not careful, you'll end up "acquiring" existing customers. -
Psychographics Are Just as Important for Marketers as Demographics
Sales & Marketing Digital ArticleIt's about why people buy, not just who they are. -
Is Social Media Actually Helping Your Company’s Bottom Line?
Marketing Digital ArticleYou have millions of Twitter followers. So what? -
The New Rules of Marketing Across Channels
Sales & Marketing Digital ArticleStrategies for navigating a new kind of communication landscape: the "echoverse." -
Bridging the Gap Between Marketing and IT
Marketing Digital ArticleThey need each other now more than ever. -
The High Price of Low-Cost CPMs
Marketing Digital ArticleWhy are you paying for bots to click on your ads?
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Medical Marijuana Industry Group: Outdoor Advertising in Denver
Global Business Case Study11.95View Details This case describes the circumstances that led the City Council of Denver, Colorado to consider outdoor advertising restrictions on the medical marijuana... -
V-Cola: Confidential Instructions for Cly Entman Client Services Director, Chikara Advertising
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
V-Cola: Confidential Instructions for C.F. Oh Chief Financial Officer, Trek Beverages
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
Boston Fights Drugs (A): Designing Communications Research
Sales & Marketing Case Study11.95View Details Describes in detail the research mounted by five individuals with a $20,000 budget to combat drug abuse among Boston's school-going population. Using... -
V-Cola: Confidential Instructions for Price Down Procurement Consultant, Down Consulting
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
Lucas' Leaps
Innovation & Entrepreneurship Case Study11.95View Details An aspiring entrepreneur wrestles with the challenges of balancing a full-time job and his work on new ventures. Now, he looks to embrace the life of... -
Boston Fights Drugs (B): Converting Research to Action
Sales & Marketing Case Study5.00View Details ... -
MTI: Cash Budgeting in Times of a Sharp Business Downturn
Finance & Accounting Case Study11.95View Details Bill Young, president and CEO of MTI was in Victoria, BC at the time of the terrorist attacks on the World Trade Center on September 11, 2001. Bill knew... -
V-Cola: General Instructions
Communication Case Study11.95View Details V-Cola is a six-party exercise that simulates a negotiation between a boutique advertising agency and a beverage company that is launching a new product.... -
Global Brand Management of Anheuser Busch InBev's Budweiser
Sales & Marketing Case Study11.95View Details Brian Perkins, chief architect of the $6 billion Budweiser brand, was excited about 2018, in which the company would launch Budweiser into several new... -
Morocco: Country Image Management and Nation Branding
Management Case Study11.95View Details The case presents information about Morocco as a rapidly developing emerging economy which is achieving notable success in a range of global business... -
Retail Media Networks
Sales & Marketing Case Study8.95View Details In 2022, retail media was one of the fastest growing segments in digital advertising. A retail media network (RMN) allows a retailer to use its assets... -
How to Better Value Branded Businesses
Sales & Marketing Case Study8.95View Details For investment bankers, consultants, and entrepreneurs, valuing branded businesses as accurately as possible is of critical importance. This case introduces... -
Konecta: Strategic Transformations in a Digital Era
Management Case Study11.95View Details The case analyzes the evolution of the business model of the Spanish multinational Konecta, which, since its origin, was dedicated to providing Contact... -
Competing for the Free Newspaper Industry in Spain: Metro vs Que
Strategy & Execution Case Study11.95View Details In the last few years, Metro News has successfully developed a position as one of the most important newspapers in Spain, at the same time enjoying an... -
Mekanism: Engineering Viral Marketing
Strategy & Execution Case Study11.95View Details The Mekanism case introduces students to a digital media production company specialized in creating viral marketing campaigns for advertising agencies... -
GroupM India: The Human Dimension of Digital Transformation (A)
Organizational Development Case Study11.95View Details Case A sets the context of disruption in India and outlines the challenges facing GroupM in 2013. In the early 2010s, internet technology and social media... -
Pricing at Netflix: The Sequel
Management Case Study5.00View Details This case continues the themes discussed in "Pricing at Netflix" (Case 521-004). Following the conclusion of the original case, Netflix developed new,... -
Confronting a Necessary Evil: The Firing of Alex Robins (B)
Organizational Development Case Study5.00View Details A manager recounts his experience firing the person he was asked to replace and reflects on the challenges of the experience. Teaching Purpose: To role-play... -
Tailor Brands: Artificial Intelligence-Driven Branding
Sales & Marketing Case Study11.95View Details Using proprietary artificial intelligence technology, startup Tailor Brands set out to democratize branding by allowing small businesses to create their...
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When People Pay Attention to Video Ads and Why
Marketing Digital ArticleContext is key. -
Medical Marijuana Industry Group: Outdoor Advertising in Denver
Global Business Case Study11.95View Details This case describes the circumstances that led the City Council of Denver, Colorado to consider outdoor advertising restrictions on the medical marijuana... -
V-Cola: Confidential Instructions for Cly Entman Client Services Director, Chikara Advertising
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
James Bond, Dunder Mifflin, and the Future of Product Placement
Marketing Digital ArticleThe search for an alternative to interruptive ads. -
V-Cola: Confidential Instructions for C.F. Oh Chief Financial Officer, Trek Beverages
Communication Case Study5.00View Details This is information for one of the six roles to be used in the V-Cola negotiation exercise. Please see V-Cola General Instructions (912043) and Teaching... -
Boston Fights Drugs (A): Designing Communications Research
Sales & Marketing Case Study11.95View Details Describes in detail the research mounted by five individuals with a $20,000 budget to combat drug abuse among Boston's school-going population. Using... -
How E-Commerce Will Trump Brand Management
Marketing Magazine ArticleThe Internet promises to give marketing the same boost in productivity that new operational strategies have given to manufacturing. -
Is Your Marketing Organization Ready for What’s Next?
Marketing Magazine ArticleA framework for aligning growth strategies and capabilities -
Comparing the ROI of Content Marketing and Native Advertising
Brand management Digital ArticleWhich one should you invest in? -
Selling the Sales Force on Automation
Sales & Marketing Magazine ArticleSales force automation (SFA) applications have great potential to enhance companies' sales processes. Yet, many reps strongly resist SFA implementation....