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- Giving Voice To Values
- Decision Analysis
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- Economics
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- Business-Government Relations
- Diversity Management and Leveraging Difference
- Entrepreneurship and Innovation
- Environment and Sustainability
- Ethics
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- Global Economies and Markets
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- Giving Voice To Values
- Decision Analysis
- Case Method
- Economics
- Business
- Business-Government Relations
- Diversity Management and Leveraging Difference
- Entrepreneurship and Innovation
- Environment and Sustainability
- Ethics
- Finance
- Accounting & Control
- Global Economies and Markets
- Leadership and Organizational Behavior
- Management Communications
- Management Science
- Marketing
- Negotiations
- Nonprofit Organizations
- Operations Management
- Pedagogy and Higher Administration
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About Us
simulation page
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Videos List
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Overview
In 1996, Dean Witter, Discover & Co. acquired Lombard Brokerage, Inc., a small San Francisco firm offering online brokerage services. The following year, Dean Witter merged with Morgan Stanley Group, Inc., to form Morgan Stanley Dean Witter Discover (MSDWD). In June 1997, MSDWD gave Lombard a new name, Discover Brokerage Direct (DBD). The following summer, MSDWD decided to move the DBD advertising account from J. Walter Thompson to Black Rocket, a small San Francisco agency. Now, DBD executives Steve Miller and Eric Roach must design a communication campaign that will enable DBD to accomplish its aggressive goals.
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Learning Objectives