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Transformation of Marketing at the Ohio Art Company A Case Solution & Answer

This case is intended to be a part of an MBA course in marketing freshman or second year elective in advertising, integrated marketing communications, market research and marketing analysis. The case provides students with examples of two real advertising experiences and challenges related to the implementation of the experiments. Allows a discussion of the need for advertising experiences, and also to a more general level, the need to measure the return on the market. Stigma surrounding field experiments allow discussion of problems establishing a causal relationship between advertising and sales.
by
Paul W. Farris,
Rajkumar Venkatesan,
Dustin Moon
Source: Darden School of Business
6 pages.
Release: July 31, 2012. Prod #: UV6472-PDF-ENG
Transforming marketing Ohio Art Company A solution of the case

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