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  • February 2010 (Revised March 2012)
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Harvard Business School Executive Education: Balancing Online and Offline Marketing

By: John A. Deighton and Leora Kornfeld
  • Format:Print
  • | Language:English
  • | Pages:16
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Abstract

How does a small business set its online media budget? The HBS Executive Education Division can be viewed as a small-to-medium sized business unit with annual revenues of $107 million. As we watch it change its culture, practices, and organization from offline to online marketing, we have an opportunity not simply to see the metrics used in online marketing budget allocation, but also the stresses involved in the birth of a new go-to-market culture.

Keywords

Transition; Marketing Strategy; Budgets and Budgeting; Technology Adoption; Digital Marketing; Resource Allocation; Information Technology Industry

Citation

Deighton, John A., and Leora Kornfeld. "Harvard Business School Executive Education: Balancing Online and Offline Marketing." Harvard Business School Case 510-091, February 2010. (Revised March 2012.) (request a courtesy copy.)
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About The Author

John A. Deighton

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Related Work

    • April 2014 (Revised May 2014)
    • Faculty Research

    Harvard Business School Executive Education: Balancing Online and Offline Marketing

    By: John A. Deighton and Leora Kornfeld
    • February 2010 (Revised March 2012)
    • Faculty Research

    Harvard Business School Executive Education: Balancing Online and Offline Marketing

    By: John A. Deighton and Leora Kornfeld
Related Work
  • Harvard Business School Executive Education: Balancing Online and Offline Marketing By: John A. Deighton and Leora Kornfeld
  • Harvard Business School Executive Education: Balancing Online and Offline Marketing By: John A. Deighton and Leora Kornfeld
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