Product details

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Case
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Reference no. 9-508-s15
Spanish language
Subject category: Marketing
Authors: Elie Ofek
Published by: Harvard Business Publishing
Originally published in: 2008
Version: 5 September 2003
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

This is a Spanish version. Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors is forcing the company to re-evaluate its previous marketing strategy that focused primarily on getting advertising agencies to advocate use of Eyeblaster's rich media ad management product. Alternatively, more Eyeblaster sales effort, product improvements, and pricing incentives could be diverted to Web site publishers or even to advertisers. Chief Executive Officer Gal Trifon has to decide whether to give the green light to entering two new markets. Such a move would require the company to position itself somewhat differently in the marketplace and offer different pricing schemes.
Location:
Other setting(s):
2002

About

Abstract

This is a Spanish version. Eyeblaster management has to decide on the best course of action to sustain its momentum from enabling online rich media advertising. Pressure from competitors is forcing the company to re-evaluate its previous marketing strategy that focused primarily on getting advertising agencies to advocate use of Eyeblaster's rich media ad management product. Alternatively, more Eyeblaster sales effort, product improvements, and pricing incentives could be diverted to Web site publishers or even to advertisers. Chief Executive Officer Gal Trifon has to decide whether to give the green light to entering two new markets. Such a move would require the company to position itself somewhat differently in the marketplace and offer different pricing schemes.

Settings

Location:
Other setting(s):
2002

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