PSU Integrated Digital Marketing Case Studies Questions – Description
Cespedes, F. (2017). Magpie: Developing and using buyer personas. HBSP 818013-PDF-
ENG. Boston, MA: Harvard Business School Publishing.
1. What is this case about? Provide a summary
Dubois, D., InYoung, C., Niessing, J., & Wee, J. (2016). Accorhotel and the digital transformation:
Enriching experiences through content strategies along the customer journey. W13279-PDF-ENG.
Insead Publishing.
2. What is this case about? Provide a summary
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