ApproTEC Kenya: Martin Fisher

V. Kasturi  Rangan

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Supplement | HBS Case Collection | March 2004

ApproTEC Kenya: Martin Fisher

by V. Kasturi Rangan

Keywords: Kenya;

Format: Video

360 length of video

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Citation:

Rangan, V. Kasturi. "ApproTEC Kenya: Martin Fisher." Harvard Business School Video Supplement 504-811, March 2004.

About the Author

V. Kasturi Rangan

Malcolm P. McNair Professor of Marketing

Marketing

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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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ApproTEC Kenya: Martin Fisher

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