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Can a cause-related brand be perceived different from other brands
Can a cause-related brand be perceived different from other brands

... and the mechanisms that can ultimately lead to increasing the value of a company’s brand portfolio (Kapferer, 2008). For making such competitive advantage, companies have discovered the strategic role of social association, especially in type of causerelated marketing (CRM) programs. CRM has become ...
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... over the years who, with their enthusiasm, have encouraged and stimulated our interest in teaching marketing in its various guises. Finally, thanks go to our families and friends, who have supported the process of getting the text to press. Despite all the support and effort made to prepare a fair a ...
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... 27. Which of the following statements best describes the typical target market? a. A target market will remain stable over time, with the same group of consumers. b. Target markets change over time as consumers drop in or out of the market, and as tastes change. c. Target markets are not strongly af ...
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The Comparison of Product and Corporate Branding Strategy: a

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Marketing Management - 12th Edition

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... remained highly concentrated, with little price competition. Even so, variations of many of the marketing practices used by Duke continue to be important marketing tools for today's tobacco companies, as discussed in this chapter. Tobacco companies have long argued that their marketing efforts do no ...
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Strategic Planning for Competitive Advantage

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Marketing mix modeling

Marketing mix modeling (MMM) is a term of art for the use of statistical analysis such as multivariate regressions on sales and marketing time series data to estimate the impact of various marketing tactics (marketing mix) on sales and then forecast the impact of future sets of tactics. It is often used to optimize advertising mix and promotional tactics with respect to sales revenue or profit.The techniques were developed by econometricians and were first applied to consumer packaged goods, since manufacturers of those goods had access to good data on sales and marketing support. The first companies dedicated to the commercial development of MMM were MMA (then Media Marketing Assessment) started in 1990 and the Hudson River Group founded in 1989. Other early pioneer-users of econometric modeling were the ATG group at the advertising agency JWT in the 1990s and later incorporated into MindShare ATG, BrandScience at Omnicom, and the specialist modeling agency OHAL since the late 1980s. These agencies took MMM from being a little-used and academic discipline to being a widespread and common marketing tool. Improved availability of data, massively greater computing power, and the pressure to measure and optimize marketing spend has driven the explosion in popularity as a marketing tool. In the recent times MMM has found acceptance as a trustworthy marketing tool among the major consumer marketing companies. Often in the digital media context, MMM is referred to as attribution modeling.
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