| Description |
1 online resource : illustrations (black and white, and colour) |
| Series |
SAGE knowledge. Cases |
|
SAGE knowledge. Cases
|
| Summary |
Four years into a five-year contract with General Motors to be the exclusive website vendor to its U.S. network of more than 4,000 dealers, CDK Digital faced a crucial contract renewal at the end of 2012. The case follows Melissa McCann, director of strategic marketing, and Chris Reed, CMO, as they prepared for a critical meeting in July 2011: a presentation to the customer relationship management (CRM) subcommittee of the Chevrolet dealer council |
| Notes |
Originally Published in: Zettelmeyer, F., & Merkley, C. (2014). CDK Digital Marketing: Addressing Channel Conflict with Data Analytics. 5-314-504. Evanston, IL: Kellogg School of Management, Northwestern University |
|
Online resource; title from home page (viewed on April 28, 2016) |
| Subject |
CDK Digital (Firm)
|
|
Technological innovations -- Case studies
|
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Industrial marketing -- Case studies
|
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Marketing channels -- Case studies
|
|
Industrial marketing
|
|
Marketing channels
|
|
Technological innovations
|
| Genre/Form |
Case studies
|
|
Case studies.
|
|
Études de cas.
|
| Form |
Electronic book
|
| Author |
Merkley, Greg, author
|
| ISBN |
9781473969650 |
|
1473969654 |
|
