In November 2010, Charles Henry, chief marketing officer of a leading consumer packaged goods business, was trying to convince his senior managers by considerably increasing their internet marketing budget to enhance the digital existence of the brands of the company.
Nevertheless, he encountered a strong opposition from a lot of his co-workers who questioned the real worth of the digital spending.
PUBLICATION DATE: December 13, 2010 PRODUCT #: 511092-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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