Product details

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Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2010
Version: 9 March 2012
Revision date: 4-May-2012

Abstract

How does a small business set its online media budget? The HBS Executive Education Division can be viewed as a small-to-medium sized business unit with annual revenues of USD107 million. As we watch it change its culture, practices, and organization from offline to online marketing, we have an opportunity not simply to see the metrics used in online marketing budget allocation, but also the stresses involved in the birth of a new go-to-market culture.
Location:
Size:
Gross revenue USD107 million
Other setting(s):
2009

About

Abstract

How does a small business set its online media budget? The HBS Executive Education Division can be viewed as a small-to-medium sized business unit with annual revenues of USD107 million. As we watch it change its culture, practices, and organization from offline to online marketing, we have an opportunity not simply to see the metrics used in online marketing budget allocation, but also the stresses involved in the birth of a new go-to-market culture.

Settings

Location:
Size:
Gross revenue USD107 million
Other setting(s):
2009

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