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Yahoo! Pricing search engine advertising

Author: Popescu, Ioana ; Dabbous, AlexINSEAD Area: Decision SciencesPublisher: Fontainebleau : INSEAD, 2006.Language: EnglishDescription: 17 p.Type of document: INSEAD CaseNote: Latest version available via https://publishing.insead.eduAbstract: The case discusses Yahoo!'s marketing services and various types of advertising. The main focus is on search engine advertising, one of the most important revenue sources for Yahoo. The market, Yahoo's pricing strategies and challenges are described.Pedagogical Objectives: This case aims to introduce participants to several pricing and revenue management concepts: building a revenue model, customer segmentation, product design, bundling and pricing. One of the key emerging concepts is opportunity cost-based pricing. The case can also be used to discuss media rating measures (CPM vs. pay-per-click) and B2B pricing strategies, such as contracts and auctions.
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Item type Current location Collection Call number Status Date due Barcode Item holds
INSEAD Case Asia Campus
Archives
Print Consultation only BC007488
INSEAD Case Europe Campus
INSEAD Publications Display
Print Consultation only BC007487
Total holds: 0

Latest version available via <a href=https://publishing.insead.edu>https://publishing.insead.edu</a>

This case aims to introduce participants to several pricing and revenue management concepts: building a revenue model, customer segmentation, product design, bundling and pricing. One of the key emerging concepts is opportunity cost-based pricing. The case can also be used to discuss media rating measures (CPM vs. pay-per-click) and B2B pricing strategies, such as contracts and auctions.

The case discusses Yahoo!'s marketing services and various types of advertising. The main focus is on search engine advertising, one of the most important revenue sources for Yahoo. The market, Yahoo's pricing strategies and challenges are described.

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