Comedydriving.com - Online Defensive Driving: A Teaching Case

Abstract

This case highlights the impact of the Internet on the practice of Marketing. Because the Internet and its technologies have given rise to several of non-traditional products, the business approach to marketing issues for web-based products are often questioned. This case illustrates the merits of utilizing traditional strategic marketing tools in charting successful courses of action.  For example, the importance of a SWOT analysis in analyzing an ebusiness’ marketing mix – product, price, place and promotion, is emphasized. The case is recommended for either senior- level or graduate-level marketing course work.