| HBS Case Collection
(Revised March 2012)
Harvard Business School Executive Education: Balancing Online and Offline Marketing
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.
Budgets and Budgeting;
Information Technology Industry;