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Microsoft Office : gaining insight into the life of a college student. (A)

Author: Mohanbir S Sawhney
Publisher: [London] : SAGE, 2016.
Series: SAGE knowledge. Cases.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:
Microsoft Office was facing an uphill task in engaging the undergraduate student community. Microsoft's past advertising efforts to reach this audience had proven lacklustre, while its key competitors were gradually entrenching themselves among this demographic. Microsoft's challenge was to determine the best tactics that could successfully connect with this audience. The case describes Microsoft's dilemma and  Read more...
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Details

Genre/Form: Electronic books
Case studies
Additional Physical Format: Print version:
Sawhney, Mohanbir S.
Microsoft Office : (A).
[London] : SAGE, 2016
(OCoLC)1017731208
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Mohanbir S Sawhney
ISBN: 9781473970311 1473970318
OCLC Number: 1112479547
Notes: Originally Published in: Sawhney, M., Ahluwalia, A., Gab, Y., Gardiner, K., Huang, A., Patel, A., & Goodman, page (2012). Microsoft Office: Gaining Insight into the Life of a College Student (A). 5-111-011(A). Evanston, IL: Kellogg School of Management, Northwestern University.
Description: 1 online resource (1 online resource) : illustrations (black and white, and colour)
Series Title: SAGE knowledge. Cases.
Responsibility: Mohanbir Sawhney [and six others].

Abstract:

Microsoft Office was facing an uphill task in engaging the undergraduate student community. Microsoft's past advertising efforts to reach this audience had proven lacklustre, while its key competitors were gradually entrenching themselves among this demographic. Microsoft's challenge was to determine the best tactics that could successfully connect with this audience. The case describes Microsoft's dilemma and briefly addresses what college students mostly care about: managing homework, creating great-looking schoolwork, preparing for the workplace and collaborating with friends and classmates.

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