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Book Cover
Author Zettelmeyer, Florian, author

Title CDK digital marketing : addressing channel conflict with data analytics / Florian Zettelmeyer & Greg Merkley
Published [London] : SAGE, 2016


Description 1 online resource : illustrations (black and white, and colour)
Series SAGE knowledge. Cases
SAGE knowledge. Cases
Summary Four years into a five-year contract with General Motors to be the exclusive website vendor to its U.S. network of more than 4,000 dealers, CDK Digital faced a crucial contract renewal at the end of 2012. The case follows Melissa McCann, director of strategic marketing, and Chris Reed, CMO, as they prepared for a critical meeting in July 2011: a presentation to the customer relationship management (CRM) subcommittee of the Chevrolet dealer council
Notes Originally Published in: Zettelmeyer, F., & Merkley, C. (2014). CDK Digital Marketing: Addressing Channel Conflict with Data Analytics. 5-314-504. Evanston, IL: Kellogg School of Management, Northwestern University
Online resource; title from home page (viewed on April 28, 2016)
Subject CDK Digital (Firm)
Technological innovations -- Case studies
Industrial marketing -- Case studies
Marketing channels -- Case studies
Industrial marketing
Marketing channels
Technological innovations
Genre/Form Case studies
Case studies.
√Čtudes de cas.
Form Electronic book
Author Merkley, Greg, author
ISBN 9781473969650