Close

Venkatesan, Rajkumar

View as
Sort by
Display per page

Absolut Vodka: The Spirit of a Brand

This case is used in Darden's core Marketing course and in the Pricing elective. It would work well in course modules covering the topics of branding or product line management. A teaching note is ava ...

Cardagin: Local Mobile Rewards

Cardagin, a new start-up in the increasingly competitive space of consumer/merchant apps for smartphones, is reaching an inflection point: decisions it makes at this stage can determine whether it bec ...

Catalina Marketing Corporation: Developing a Retailer Value Proposition

This case tracks the relationship between Catalina, a provider of customized coupons for consumer packaged goods manufacturers, and the Meijer Stores supermarket chain. An optional instructor-only mul ...

Cluster Analysis for Segmentation

This note is designed for use in an MBA marketing research course. It provides an overview of segmentation using K-means clustering. A simple algorithm for K-means clustering and the process of profil ...

Design of Price and Advertising Elasticity Models

The marketing mix that a manager may deploy can affect the sales of a product and can be categorized under the traditional four Ps of marketing (product, price, promotion, and placement). But the pere ...

Designing Marketing Experiments

This technical note is used in Darden's first-year core marketing course as well as in the marketing analytics elective. It could also be used effectively in modules covering the topics of market rese ...

Logistic Regression

This technical note presents the reason for using a binomial logic regression in marketing applications. It is used in Darden's "Big Data in Marketing" course elective. The issues surrounding the use ...

Multiple Regression and Marketing-Mix Models

In this technical note, the concept of regression using a single independent variable is first introduced and then some of the practical challenges associated with it, including multiple independent v ...

Netflix Inc.: DVD Wars

Netflix pioneered the online video rental industry and developed a successful business model that effectively managed customer acquisition, retention, and lifetime value. Blockbuster Video intends to ...

Netflix: The Customer Strikes Back

A financial analyst is asked to appraise the value of Netflix stock at a time of unprecedented turmoil for the company. This case introduces customer lifetime value (CLV) as a useful metric for subscr ...

Paid Search Advertising

This note provides a primer on paid search advertising, which is an important component of digital marketing. The mechanics of paid search is explained using the Google search engine platform. The not ...

Segmentation at Sticks Kebob Shop

This case is used in the Marketing Analytics elective at Darden. Since opening its first quick-service restaurant in 2001 in Charlottesville, Virginia, Sticks Kebob Shop had added another store in tow ...
1 2 3 Next
Subscribe to newsletters
Email:
Stay Connected: