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最新個案
- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
- Quality shareholders versus transient investors: The alarming case of product recalls
- The Health Equity Accelerator at Boston Medical Center
- Monosha Biotech: Growth Challenges of a Social Enterprise Brand
- Assessing the Value of Unifying and De-duplicating Customer Data, Spreadsheet Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise, Data Supplement
- Building an AI First Snack Company: A Hands-on Generative AI Exercise
- Board Director Dilemmas: The Tradeoffs of Board Selection
- Barbie: Reviving a Cultural Icon at Mattel (Abridged)
- Happiness Capital: A Hundred-Year-Old Family Business's Quest to Create Happiness
Grafica, Inc.: Winning the New Jersey Lottery (A)
內容大綱
Debra Taeschler, CEO of Grafica, is considering how to structure her agency's bid for the New Jersey Lottery account. The Lottery is facing declining sales in all major categories and plans to slash its 1999 marketing budget by 32%. Taeschler is debating whether to take a conservative approach and submit a bid that builds on the Lottery's current product-focused marketing strategy or take a riskier approach and advocate an entirely new umbrella branding campaign.