| Description |
1 online resource (15 pages) : illustrations |
| Series |
International business online (text) |
|
Thunderbird case series |
| Summary |
The case deals with the need to make drastic changes to the marketing strategy of a high-technology company serving business-to-business customers. The firm needs to figure ways of balancing the use of traditional and electronic media to develop its brand and improve the effectiveness of the sales process. It needs to move fast and make use of sophisticated electronic tools to define its thought leadership and gain share of voice. The portfolio of new tools available is complex, and includes white papers, e-books, e-mail newsletters, webinars, wikis, research and survey reports, blogs, podcasts, vlogs. Thy must be integrated with the traditional media and help deliver the level of differentiation necessary to sustain a strong sales pipeline. This case illustrates the role of marketing as an enabler and supporter of the sales organization, and shows the complexities of developing an e-marketing strategy |
| Notes |
Title from resource description page (viewed July 24, 2014) |
|
Thunderbird case number: A12-07-0012 |
|
This edition in English |
| Subject |
High technology industries -- Marketing -- Case studies
|
|
High technology industries -- Marketing.
|
| Genre/Form |
Case studies.
|
| Form |
Electronic book
|
| Author |
Thunderbird School of Global Management.
|
|
