02939nam a22005771i 4500 000710615 CaToSAGE 20240202172917.0 20170113114336.0 m|||||o||d|||||||| cr ||||||||||| 170109r20172002enka fo 000 0 eng d NEZPRACOVANÝ IMPORT 9781473992429 (ebook) : No price (OCoLC)1017713793 CaToSAGE eng CaToSAGE rda pn UtOrBLW QA76.76.M52 S29 2017 005.2768 Sawhney, Mohanbir, author. Microsoft Corp. : branding and positioning .NET / Mohanbir Sawhney, Brian Buenneke, Lisa Jackson, Lisa Kulick, Nancy Kulick, Evan Norton, Erica Post, Ran Rotem. London : SAGE Publications Ltd, 2017. 1 online resource : illustrations. text txt rdacontent computer c rdamedia online resource cr rdacarrier SAGE Knowledge. Cases Originally published: Sawhney, M., Buenneke, B., Jackson, L., Kulick, L., & Kulick, N., Norton, E., Post, E., & Rotem, R. (2002). Microsoft Corp.: Branding and Positioning .NET. 5-104-034. Evanston, IL: Kellogg School of Management, Northwestern University. John Williams, senior director of marketing for Microsoft's .NET, was trying to build the .NET brand, a comprehensive family of next-generation connectivity software products. Highlights the challenges of branding and positioning a complex technology offering. The first challenge facing Microsoft was to develop a common definition of .NET, which had been in flux over the prior two years. The second challenge was to choose between an umbrella branding strategy, a sub-branding strategy, and an ingredient branding strategy. The third challenge was to create a value proposition that would appeal to three very different target audiences: business decision makers, IT professionals, and developers. Description based on XML content. elektronické knihy fd186907 czenas electronic books eczenas William, John. Microsoft Corporation. Microsoft .NET Case studies. Microsoft .NET Framework Case studies. Application software Case studies. Branding (Marketing) Case studies. Buenneke, Brian, author. Jackson, Lisa, author. Kulick, Lisa, author. Kulick, Nancy, author. Norton, Evan, author. Post, Erica, author. Rotem, Ran, author. SAGE Knowledge. Cases. SAGE Knowledge https://sk.sagepub.com/cases/microsoft-corp-branding-and-positioning-net Plný text SBC EB NEPOSILAT EB