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- A practical guide to SEC ï¬nancial reporting and disclosures for successful regulatory crowdfunding
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- 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
Google in Russia: Leveraging Digital Analytics and Intelligence for Sustainable Growth
內容大綱
In October 2012, Dmitry Kuznetsov was appointed Country Marketing Director for Google Russia (Google RU). His primary objective was to propel Google RU ahead of the local champion Yandex, to the number one position in the Russian internet search market, leveraging Google's digital intelligence and analytics products to win clients in a B2B setting. Along the way he faced multiple challenges, from crafting a local strategy for Russia, to segmenting the online market, deciding how to position the brand, which products and services to prioritize, and how to communicate effectively with Russian customers. The case presents relevant information on the prevailing trends in Russia's internet search market, the competitive landscape, and the high-powered digital tools available from Google to heighten the impact of his marketing and communications plans in the period to 2016.