Harvard Business School Executive Education: Balancing Online and Offline Marketing

Posted: 16 May 2010

See all articles by John Deighton

John Deighton

Harvard Business School - Marketing Unit

Leora Kornfeld

Harvard Business School

Date Written: February 23, 2010

Abstract

How does a small business set its online media budget? The HBS Executive Education Division can be viewed as a small-to-medium sized business unit with annual revenues of $107 million. As we watch it change its culture, practices, and organization from offline to online marketing, we have an opportunity not simply to see the metrics used in online marketing budget allocation, but also the stresses involved in the birth of a new go-to-market culture.

Suggested Citation

Deighton, John and Kornfeld, Leora, Harvard Business School Executive Education: Balancing Online and Offline Marketing (February 23, 2010). HBS Case No. 510-091; Harvard Business School Marketing Unit. Available at SSRN: https://ssrn.com/abstract=1607745

John Deighton (Contact Author)

Harvard Business School - Marketing Unit ( email )

Soldiers Field
Boston, MA 02163
United States

Leora Kornfeld

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

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