Marketing
IESE Publishing > Marketing
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Dirección Comercial
Comín M.; Nueno J. L.; Valor J.
IESE (España)
- Tras un periodo de cosniderables perdidas para ambas, en 1998 las dos plataformas de televísión digital de pago existentes en España pactaron su fusión,
dado lugar a Digital +. En 2002 esta fusión se hacía realidad con algunas condiciones impuestas por el Estado. En los cinco años posteriores, el sector de la televisión de pago experimentó la entrada de nuevos competidores. En 2007, superadas las limitaciones estatales, el propietario de Digital +, Sogecable, volvía a mirar a su alrededor en busca de nuevos socios, un cambio de modelo de negocio o incluso la venta de su plataforma.
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Dirección Comercial
Mitchell, Jordan; Nueno J. L.; Villanueva J.
IESE (España)
- In the late summer of 2006, Raúl Suárez, managing director of Zinio Spain, was talking with Joan Solà, CEO of AccesoGroup, about how they could make Zinio
into a profitable and viable business in Spain. As CEO of AccesoGroup (a prominent media intelligence and analysis company within Spain), Solà had signed a franchise deal with Zinio Systems, Inc. of San Francisco, California in mid-2005 to market Zinio in Spain.
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Dirección Comercial
Capizzani M.; Guitart, Iván; López-Urdiales, José Mariano; Rocha e Oliveira P.
IESE (España)
- A group of engineers at AéroTec has finalized the design of a space vehicle called the Navigateur and they must now devise a marketing plan for this innovative
new experience. The Navigateur differs from currently available offerings in commercial space travel in that it provides a highly superior visual experience, greater comfort, and lower training and physical fitness requirements. AéroTec, a business-to-business firm with no experience in consumer markets, must now devise a commercial strategy to market this luxurious experience to end-users.
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Dirección Comercial
Belleza S.; Stremersch S.
IESE (España)
- Caesar, a professional IT services firm, has competed in the Dutch IT market since 1993. Its initial value proposition was providing its customers with
qualified human capacity at a low hourly or daily rate (often referred to as ¿body-shopping¿). To escape the increasing commoditization of this type of service, the company formulated a new value proposition in 2003, so called TimeValue projects, consisting of the delivery of complete IT projects, guaranteed on time and within budget, at a premium price.
In 2005 Caesar marketed these two value propositions using integrated organizational routines and one brand name. This led to three main problems that produced significant stress and frustration within the company management. First of all the integrated brand name led to a diffuse marketing proposition towards prospective customers. The second problem concerned sales; each Sales Manager encountered difficulties in selling the two products within the same portfolio. Third, the stress in organizational procedures fostered conflict, frustration and lack of collaboration among employees.
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Dirección Comercial
Quelch, John A.
HBSP (USA)
- Subjects Covered: Price Promotion, Pricing Policy, Consumer Marketing, Profitability Analysis, Retailing, Sales Promotion, Distribution Policy, Brand
Equity, Trade Relations, and Product Management. In November of 2006, senior executives at Culinarian Cookware were debating the merits of price promotions for the company's premium cookware products. The VP of Marketing, Donald Janus, and Senior Sales Manager, Victoria Brown, had different views. Janus felt price promotions were unnecessary, potentially damaging to the brand image, and possibly encouraged retailer hoarding; Brown believed the promotions strengthened trade support, improved brand awareness, and stimulated sales from both new and existing customers. The issue was complicated by a consultant's study of the firm's 2004 price promotions which concluded that these promotions had a negative impact on profits. Janus trusted the results, but Brown, believing the study assumptions were flawed and required further analysis, suspected
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Dirección Comercial
Herman, Kerry; Morton, Sarah; Narayandas, Das
HBSP (USA)
- The case chronicles the sudden termination of many U.S. autodealers in the wake of the economic crisis in the fall of 2008.
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Dirección Comercial
Avery, Jill; Steenburgh, Thomas
HBSP (USA)
- Teaching Note for [509-049]. Must be used with: (509049) HubSpot: Inbound Marketing and Web 2.0.
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Dirección Comercial
HBSP (USA)
- Teaching Note for [509-033] and [509-034]. Must be used with: (509033) The Metropolitan Opera (A); (509034) The Metropolitan Opera (B).
ÚLTIMOS DOCUMENTOS SOBRE MARKETING
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Hibbard, Jonathan D.; Quelch, John A.
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Capizzani M.; Guitart, Iván; López-Urdiales, José Mariano; Rocha e Oliveira P.
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Arnold, David J.; Quelch, John A.
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Mitchell, Jordan; Nueno J. L.; Villanueva J.
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Comín M.; Nueno J. L.; Valor J.
NOVEDADES
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Álvarez de Mon S.
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Brunse, Simone; Colburn, Forrest D
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Fairchild G.; Smith R.; Zienta E.
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de Royere, Alexandra; Wells, Louis T.
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Leguizamon, Francisco A.; Lesizza, Mateo
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Gómez Minakata, Carlos; Taracena, Enrique
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Belleza S.; Stremersch S.
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Hess, Edward D.
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Zimmerman, Alan
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Aguilera Nieves A.; Llano M. A.
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Bertoneche, Marc L.; Hynes, Ken; Jacque, Laurent; Sauvage, Agnes; Woolman, Jennifer
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Exprua, Jose A.; Sanz, Luis J.
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Sánchez-Runde C.
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Lucas Chinchilla P.
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Álvarez de Mon S.