Publications
Publications
  • September 2000 (Revised November 2000)
  • Case
  • HBS Case Collection

GetConnected.com

By: Rajiv Lal, Nilanjana R. Pal and Jodi L. Prins
  • Format:Print
  • | Pages:28
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Abstract

Describes the situation faced by GCI.com in April 2000, soon after raising $12 million for their new venture. After hiring an advertising agency, management needs to decide on the nature of the advertising campaign to target the right set of customers with the right message.

Keywords

Advertising Campaigns; Business Startups; Business or Company Management; Marketing Strategy; Market Entry and Exit; Corporate Strategy; Web Services Industry

Citation

Lal, Rajiv, Nilanjana R. Pal, and Jodi L. Prins. "GetConnected.com." Harvard Business School Case 501-025, September 2000. (Revised November 2000.)

About The Author

Rajiv Lal

Marketing
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