Enhancing Yellow's advertising model This Case Study examines the growth and development of Yellow, given developments in information and communications technology. It focuses on the new advertising based, business model that has emerged, highlighting its benefit to the company, its business customers and consumers in general. As a result of carefully reading this Case Study, students should be able to: Describe the concept of advertising and its context at Yellow Identify factors that led to…
Learning Area(s): |
- Entrepreneurship/Innovation | Innovative business
- Entrepreneurship/Innovation | Product/service innovation
- Management and ICT | The impact of technology on business
- Marketing | Market research methods/analysis
- Marketing | Marketing analysis and segmentation
- Marketing | Marketing evaluation including use of KPIs
- Marketing | Pricing strategies and their application
- Marketing | Product development
- Marketing | Promotion strategies and their application
- Public Relations | PR Tactics and their application
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