個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Online Marketing at Big Skinny
內容大綱
This case describes a wallet maker's application of seven Internet marketing technologies: display ads, algorithmic search, sponsored search, social media, interactive content, online distributors, and A/B testing. It provides concise introductions to the key features of each technology, and asks which forms of online marketing the company should prioritize in the future. Also discusses similarities and differences between online and offline marketing, as well as issues of marketing campaign evaluation.