Case Study Reprint
Sonder Holdings Inc: Using Technology to Solve Hospitality's Frictions
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69 results for "John Deighton"
- Business management
Brands and the Dark Side of Social Media
Sarah Palin can turn a phrase. Hers is not the style of Churchill or JFK; in fact, it's quite the opposite. And that's the point. Once we thought of political...
May 18, 2010
- Business management
How Snapple Got Its Juice Back
In 1993, Quaker Oats paid $1.7 billion for the rapidly growing Snapple brand. In 1997, it sold the brand to Triarc for a mere $300 million. In 2000, Triarc...
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DataXu: Selling Ad Tech
DataXu served marketers by buying digital advertising for brands using its demand-side platform. It sought a way to build a more predictable revenue stream...
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Manage Marketing by the Customer Equity Test
Managers have recently begun to think of good marketing as good conversation, as a process of drawing customers into progressively more satisfying relationships...
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Siebel Systems: Anatomy of a Sale, Part 3
How does a $2 million software sale happen? This case traces efforts by Siebel Systems to sell lead management software to discount broker Quick & Reilly....
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Consumer Behavior Exercise (F)
Students are instructed to interview a recent purchaser of a high-involvement/ego-expressive product or service in depth about his/her ownership and usage...
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Alloy.com: Marketing to Generation Y
A profitable dot com company? Alloy.com retails clothing to teens by catalog. Alloy uses a Web site to convert prospects and build community. The result...
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The Cheezburger Network
Cheezburger Network was a Web publisher of humorous, user-contributed content, using social media for dissemination, and selling advertising against the...
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Consumer Behavior Exercise (C)
Students are instructed to interview a recent purchaser of a high-involvement/ego-expressive product or service in depth about his/her buying decision....
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Obama versus Clinton: The YouTube Primary
What was the role of the Internet in the contest for the Democratic presidential nomination between Senators Obama and Clinton? How does the role change...
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The Ford Fiesta
Executives at Ford wondered if social media could be the marketing solution for the launch of the youth-oriented 2010 Fiesta. But with social media came...
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Wattpad
How to run a platform to match 4 million writers of stories to 75 million readers? Use data science. Make money by doing deals with television and film...
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Legendary Entertainment: Moneyball for Motion Pictures
Legendary, the Hollywood studio responsible for such hits as Jurassic World and The Dark Knight, decides to take the marketing of its films in-house,...
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