Publications
Publications
- December 2010
- HBS Case Collection
Digital Divide
By: Sunil Gupta
Abstract
In November 2010, Charles Henry, chief marketing officer of a major consumer packaged goods company, was trying to convince his senior managers to enhance the digital presence of the company's brands by significantly increasing their online marketing budget. However, he faced strong resistance from many of his colleagues who questioned the tangible value of digital spending.
Keywords
Budgets and Budgeting; Digital Marketing; Marketing Communications; Marketing Strategy; Information Technology
Citation
Gupta, Sunil. "Digital Divide." Harvard Business School Case 511-092, December 2010.