Describes the situation faced by GCI.com in April 2000, soon after raising $ 12 million for their new venture. After setting an advertising agency, the management of the nature of the campaign, the right group of customers with the right message has to decide specifically.
Describes the situation faced by GCI.com in April 2000, soon after raising $ 12 million for their new venture. After setting an advertising agency, management must decide on the type of advertising campaign to target the right customers with the right message.
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from
Rajiv Lal,
Nilanjana R. Pal,
Jodi Prins
Source: Harvard Business School
28 pages.
Publication Date: Sep 28, 2000. Prod #: 501025-PDF-ENG
GetConnected.com HBR case solution
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