Comergent Technologies Inc.: Enterprise E-Commerce

V. Kasturi  Rangan; Marie  Bell

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Case | HBS Case Collection | March 2005 (Revised April 2007)

Comergent Technologies Inc.: Enterprise E-Commerce

by V. Kasturi Rangan and Marie Bell

Abstract

Coming out of the 2001 high-tech industry recession, this venture capital start-up has to come up with a marketing plan to break even and grow. Its innovative e-commerce software provides unique customer relationship management solutions, but it has to convince customers to adopt its solution. Includes color exhibits.

Keywords: Business Startups; Customer Relationship Management; Financial Crisis; Collaborative Innovation and Invention; Business or Company Management; Marketing Strategy; Problems and Challenges; Software; Information Technology Industry;

Format: Print

18 pages

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Citation:

Rangan, V. Kasturi, and Marie Bell. "Comergent Technologies Inc.: Enterprise E-Commerce." Harvard Business School Case 505-016, March 2005. (Revised April 2007.)

About the Author

V. Kasturi Rangan

Malcolm P. McNair Professor of Marketing

Marketing

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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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Comergent Technologies Inc.: Enterprise E-Commerce

Abstract

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