02591nam a2200481 i 4500 000711801 StDuBDS 20240202172917.0 20160518115742.0 m||||||||d|||||||| cr ||||||||||| 160408s2016 enka fo 000|0|eng|d NEZPRACOVANÝ IMPORT 9781473970861 (ebook) : No price (OCoLC)1017711293 StDuBDS eng StDuBDS rda pn HF5438.5 658.8101 23 Sawhney, Mohanbir S., author. It's a new day : Microsoft's Office 2007 launch campaign / Mohanbir Sawhney & Sachin Waikar. [London] : SAGE, 2016. 1 online resource : illustrations (black and white, and colour). text rdacontent still image rdacontent computer rdamedia online resource rdacarrier SAGE knowledge. Cases Originally Published in: Sawhney, M., & Waikar, S. (2009). It's a New Day: Microsoft's Office 2007 Launch Campaign. 5-409-756. Evanston, IL: Kellogg School of Management, Northwestern University. Microsoft's Office team was developing the marketing communication plan for its new product, Office 2007. Office was a very mature product and several versions of the product had been introduced over more than 20 years. As such, the new version had to overcome the consumer perception that the versions of Microsoft Office that they already have are 'good enough' for them. The Office 2007 marketing team has come up with a two-step campaign strategy that sought to first create awareness and intrigue using traditional media, followed by the heavy use of digital media to get consumers to experience the product through different types of 'digital experiences.' The team needs to decide how much of its advertising spending it should shift from traditional media to digital. Description based on online resource; title from home page (viewed on April 29, 2016). elektronické knihy fd186907 czenas electronic books eczenas Microsoft Corporation. Sales management Case studies. New products Case studies. Waikar, Sachin, author. SAGE knowledge. Cases. SAGE knowledge https://sk.sagepub.com/cases/its-a-new-day-microsofts-office-2007-launch-campaign Plný text SBC EB NEPOSILAT EB