Business Marketing Strategy: Cases, Concepts, and Applications

V. K. Rangan; B. P. Shapiro; R. T. Moriarty Jr.

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Book | 1995

Business Marketing Strategy: Cases, Concepts, and Applications

by V. K. Rangan, B. P. Shapiro and R. T. Moriarty Jr.

Keywords: Marketing Strategy;

Format: Print

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Citation:

Rangan, V. K., B. P. Shapiro, and R. T. Moriarty Jr. Business Marketing Strategy: Cases, Concepts, and Applications. Burr Ridge, IL: Irwin, 1995.

About the Authors

V. Kasturi Rangan

Malcolm P. McNair Professor of Marketing

Marketing

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Benson P. Shapiro

Malcolm P. McNair Professor of Marketing, Emeritus

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More from these Authors

Supplement | HBS Case Collection | October 2019

Gupta Media: Governors Ball Ad Spending and Ticket Sales Data

V. Kasturi Rangan and Courtney Han

Citation:
Rangan, V. Kasturi, and Courtney Han. "Gupta Media: Governors Ball Ad Spending and Ticket Sales Data." Harvard Business School Spreadsheet Supplement 520-706, October 2019. View Details

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Supplement | HBS Case Collection | October 2019

Gupta Media (B) Supplement: Governors Ball Overview and Promotional Materials

V. Kasturi Rangan and Courtney Han

Citation:
Rangan, V. Kasturi, and Courtney Han. "Gupta Media (B) Supplement: Governors Ball Overview and Promotional Materials." Harvard Business School Supplement 520-039, October 2019. View Details

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Case | HBS Case Collection | October 2019

Gupta Media: Performance Marketing in the Digital Age

V. Kasturi Rangan and Courtney Han

Gupta Media is a Digital Marketing firm started in 2005 that places advertisements and marketing promotions for its clients in digital media, mainly social media such as Facebook and Google. Over the years it had built its expertise in promoting music labels, artists and music festivals. Because its media placements were carefully optimized, it was able to return a high degree of performance on the marketing dollar for its clients. The case focuses on how to optimize performance for two such clients, the Governors Ball Music Festival in NY and Fender Play (a musical instrument company). The case ends with the question of whether such performance marketing techniques can be applied to consumer packaged goods (Red Bull) sold through indirect distribution.

Keywords: digital marketing; social media; Marketing; Online Advertising; Performance; Measurement and Metrics; Advertising Industry;

Citation:
Rangan, V. Kasturi, and Courtney Han. "Gupta Media: Performance Marketing in the Digital Age." Harvard Business School Case 520-031, October 2019. View Details

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Business Marketing Strategy: Cases, Concepts, and Applications

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