Boots Unlimited: Getting a Foot in the D...
Farris, Paul W., G...
Boots Unlimited: Getting a Foot in the Door (B)
Farris, Paul W.; Goldberg, Rebecca
M-0971 | Published June 20, 2019 | 2 pages Case
Collection: Darden School of Business
Product Details
Robert Rosen and his brother, Ryan, took a look at the slow pace at which the budget for their family-owned company, BootsUnlimited.com (BU), was being spent. Many of the keywords they had chosen for their Google AdWords campaign in the hopes of boosting online sales at BU, were not being clicked on. What changes did they need to make?
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