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Case
| HBS Case Collection
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2012
(Revised from original 2010 version)
Harvard Business School Executive Education: Balancing Online and Offline Marketing
by
John A. Deighton and Leora Kornfeld
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Abstract
How does a small business set its online media budget? The HBS Executive Education Division can be viewed as a small-to-medium sized business unit with annual revenues of $107 million. As we watch it change its culture, practices, and organization from offline to online marketing, we have an opportunity not simply to see the metrics used in online marketing budget allocation, but also the stresses involved in the birth of a new go-to-market culture.
Keywords: Transition;
Marketing Strategy;
Budgets and Budgeting;
Technology Adoption;
Online Advertising;
Resource Allocation;
Information Technology Industry;