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  • September 2000
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Guru.com

By: Rajiv Lal and Ann Leamon
  • Format:Print
  • | Pages:30
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Abstract

An online resource for independent professionals must create a marketing plan to build brand awareness. Along with the tone and message of the ads, the executives must choose from several different treatments and media, keeping within their budget.

Keywords

Budgets and Budgeting; Brands and Branding; Marketing Communications; Marketing Strategy

Citation

Lal, Rajiv, and Ann Leamon. "Guru.com." Harvard Business School Case 501-005, September 2000.
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About The Author

Rajiv Lal

Marketing
→More Publications

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  • Managing the Customer Journey Marketing Simulation: Adobe's Data-Driven Operating Model (DDOM) By: Sunil Gupta, Rajiv Lal and Celine Chammas
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  • boAt Lifestyle By: Rajiv Lal and Kairavi Dey
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