Subject category:
Marketing
Published by:
IESE Business School
Version: 11.1996
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Abstract
This is the first of a two-case series (M-1000-E and M-1022-E). Eight months after the launch of the phone card, Cabitel''s management decides to analyse the causes of the poor results and re-assess the launch strategy. To do this, they have to formulate in detail the information needs to be met by marketing research. This case was previously numbered 598-014-1.
Subject category:
Marketing
Published by:
IESE Business School
Version: 05.1997
About
Abstract
This is the first of a two-case series (M-1000-E and M-1022-E). Eight months after the launch of the phone card, Cabitel''s management decides to analyse the causes of the poor results and re-assess the launch strategy. To do this, they have to formulate in detail the information needs to be met by marketing research. This case was previously numbered 598-014-1.
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Subject category:
Marketing
Published by:
IESE Business School
Version: 05.1997