Publications
Publications
- March 2000 (Revised January 2001)
- HBS Case Collection
First USA and Internet Marketing
By: Rajiv Lal and Amy H. Nelson
Abstract
Explores First USA's decision to use the Internet for acquiring customers. Tom Brenner needs to decide on the terms of the deals demanded by the portals and justify the recommendations to his boss.
Keywords
Digital Marketing; Decision Choices and Conditions; Resource Allocation; Marketing Strategy; Internet and the Web
Citation
Lal, Rajiv, and Amy H. Nelson. "First USA and Internet Marketing." Harvard Business School Case 500-043, March 2000. (Revised January 2001.)