Author Profile
Gray, Martha
Google AdWords
M-0817 | Published August 16, 2011 | 6 pages Technical Note
Collection: Darden School of Business
This note introduces search engine marketing as presented by Google's popular AdWords advertising program and as monitored by Google Analytics. Read More
Google, King of Search
M-0818 | Published August 11, 2011 | 7 pages Case
Collection: Darden School of Business
This survey of Google's rise to prominence as the de facto search engine of choice focuses on the theme of relevance as a guiding principle. As Google has diversified its offering through both organic... Read More
Motorcowboy: Getting a Foot in the Door (A)
Farris, Paul W. Maddux, Robert Harr, Timothy Gray, Martha Kanaparthi, Gautam Shrivastava, Prateek Weiss, Matthew Pfeifer, Phillip E.
M-0814 | Published August 09, 2011 | 10 pages Case
Collection: Darden School of Business
As part of the Google Online Marketing Challenge, a team of Darden students devises an AdWords campaign for Motorcowboy, an online source of custom footwear that caters to segments as varied as motorc... Read More
Motorcowboy: Getting a Foot in the Door (B)
Farris, Paul W. Maddux, Robert Harr, Timothy Gray, Martha Kanaparthi, Gautam Shrivastava, Prateek Weiss, Matthew Pfeifer, Phillip E.
M-0815 | Published August 09, 2011 | 2 pages Case
Collection: Darden School of Business
This continuation of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, recounts the Darden team's revised approach. Read More
Motorcowboy: Getting a Foot in the Door (C)
Farris, Paul W. Maddux, Robert Harr, Timothy Gray, Martha Kanaparthi, Gautam Shrivastava, Prateek Weiss, Matthew Pfeifer, Phillip E.
M-0816 | Published August 09, 2011 | 2 pages Case
Collection: Darden School of Business
This third and final part of the case about a Google AdWords campaign for Motorcowboy, an online source of custom footwear, delineated the Darden team's recommendations for future efforts. Read More