Marketing @ Microsoft: The Value of Customer Perception

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

Abstract

To learn how to leverage the Internet in marketing campaigns, analyze click-through data and online survey results acquired in near time, and learn how it is used to fine tune and dramatically improve a campaign. Furthermore, illustrates how nonfinancial metrics can be used to quantify marketing efficacy.

Keywords

Citation

Jeffery, M., Aoyagi, I. and Kalletta, E. (2017), "Marketing @ Microsoft: The Value of Customer Perception", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000189

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Kellogg School of Management

Copyright © 2006, The Kellogg School of Management at Northwestern University

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