Color cases should be printed in color to optimize their effectiveness. Selling an intangible like marketing services is a hard undertaking. The initial step is to understand how brands purchase these services. What are they looking for? How do they go about assessing things like creativity, trust, and loyalty? This set of cases puts the students into the functions 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 for marketing services.
As summarized in the (B) case, the service developed an intriguing and original approach to assessing the intangibles and students are requested to react to it from a sales perspective and to try to generalize the strategy to other sales domains.
PUBLICATION DATE: December 07, 2007 PRODUCT #: 512S03-HCC-SPA
MINI USA Finding a New Advertising Agency (A), Spanish Version Case Study Solution
This is just an excerpt. This case is about SALES & MARKETING
Related Case Solutions & Analyses:
WE Marketing Group: Building a Global Marketing and Communication Company in China
Norton Co.: Strategic Planning for Diversified Business Operations
Del Norte Paper Co. (A)
EG&G Inc. (A) (Condensed)
EG&G Inc. (B)
Understanding Communications in One-To-One Relationships
Victors & Spoils: “Born Open”, Multimedia Case
Immigrant Entrepreneurship: Bringing Yanjing Beer to Canada
BabyCenter: Creating a Social Brand
Reconfiguring Stroke Care in North Central London
