Case | HBS Case Collection | September 2000

Guru.com

by Rajiv Lal and Ann Leamon

Abstract

An online resource for independent professionals must create a marketing plan to build brand awareness. Along with the tone and message of the ads, the executives must choose from several different treatments and media, keeping within their budget.

Keywords: Budgets and Budgeting; Brands and Branding; Marketing Communications; Marketing Strategy;

Citation:

Lal, Rajiv, and Ann Leamon. "Guru.com." Harvard Business School Case 501-005, September 2000.