MINI USA: Finding a New Advertising Agency (B) Harvard Case Solution & Analysis

Shade cases should be printed in color to optimize their effectiveness. Selling an intangible like marketing services is a hard task. The first step is always to understand how brands buy these services. What are they looking for? How do they go about evaluating things like commitment, trust, and imagination? This set of cases puts the pupils into the functions of the seller (an advertising agency named Butler, Shine, Stern and partners) and the buyer (MINI USA) and requests them to develop a sales strategy and a buying strategy for advertising services.

As summarized in the (B) case, the agency developed a fascinating and original approach to assessing the intangibles and students are requested to respond to it from a sales standpoint and to try to generalize the approach to other sales domains.

PUBLICATION DATE: December 07, 2007 PRODUCT #: 508042-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING

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