MINI USA: Finding a New Advertising Agency (B)
Below are the available bulk discount rates for each individual item when you purchase a certain amount
Register as a Premium Educator at hbsp.harvard.edu, plan a course, and save your students up to 50% with your academic discount.
Publication Date:
December 07, 2007
Source:
Harvard Business School
Selling an intangible like advertising services is a difficult task. The first step is to understand how brands buy these services. What are they looking for? What do they need to learn? How do they go about assessing things like creativity, trust, and loyalty? This set of cases puts the students into the roles of the seller (an advertising agency named Butler, Shine, Stern and partners) and the buyer (MINI USA) and asks them to develop a sales strategy and a buying strategy for advertising services. As outlined in the (B) case, the agency developed an intriguing and original approach to assessing the intangibles and students are asked to react to it from a sales perspective and to attempt to generalize the approach to other sales domains.
If you’d like to share this PDF, you can purchase copyright permissions by increasing the quantity.
Copyright © 2021 Harvard Business School Publishing. All rights reserved. Harvard Business Publishing is an affiliate of Harvard Business School.
MINI USA: Finding a New Advertising Agency (B)
Research & References of MINI USA: Finding a New Advertising Agency (B)|A&C Accounting And Tax Services
Source