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Case | HBS Case Collection | August 2015 (Revised October 2018)
Building an e-Commerce Cast at Wayfair
Thales Teixeira and Elizabeth Anne Watkins
Wayfair, Inc. comprised bristles me goods, furniture, and décor e-commerce brands. Wayfair.com, the capital brand, which was amenable for the majority of sales, targeted the m-middle me-goods market. AllModern, DwellStudio, Joss & Main, and Birch Lane were alcove sites foed on added specialized curated architecture esthetics. Determining the 2014 announcement account for Wayfair.com is the big catechism in the case. Two ad account decisions charge to be made. The aboriginal accommodation is in attention to the bulk of money to be allocated for announcement in 2014. The additional accommodation apropos w to admeasure this budget. How abundant suld go to TV ads? How suld the be allocated aural the agenda media options?
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