• Study Resource
  • Explore
    • Arts & Humanities
    • Business
    • Engineering & Technology
    • Foreign Language
    • History
    • Math
    • Science
    • Social Science

    Top subcategories

    • Advanced Math
    • Algebra
    • Basic Math
    • Calculus
    • Geometry
    • Linear Algebra
    • Pre-Algebra
    • Pre-Calculus
    • Statistics And Probability
    • Trigonometry
    • other →

    Top subcategories

    • Astronomy
    • Astrophysics
    • Biology
    • Chemistry
    • Earth Science
    • Environmental Science
    • Health Science
    • Physics
    • other →

    Top subcategories

    • Anthropology
    • Law
    • Political Science
    • Psychology
    • Sociology
    • other →

    Top subcategories

    • Accounting
    • Economics
    • Finance
    • Management
    • other →

    Top subcategories

    • Aerospace Engineering
    • Bioengineering
    • Chemical Engineering
    • Civil Engineering
    • Computer Science
    • Electrical Engineering
    • Industrial Engineering
    • Mechanical Engineering
    • Web Design
    • other →

    Top subcategories

    • Architecture
    • Communications
    • English
    • Gender Studies
    • Music
    • Performing Arts
    • Philosophy
    • Religious Studies
    • Writing
    • other →

    Top subcategories

    • Ancient History
    • European History
    • US History
    • World History
    • other →

    Top subcategories

    • Croatian
    • Czech
    • Finnish
    • Greek
    • Hindi
    • Japanese
    • Korean
    • Persian
    • Swedish
    • Turkish
    • other →
 
Profile Documents Logout
Upload
downtown houghton marketing plan
downtown houghton marketing plan

... Research
Assessment
EXECUTIVE
SUMMARY
STATEMENTS
 Events
should
not
be
perceived
as
the
core
driver
of
marke1ng
promo1on.
Events

 (at
least
those
Downtown
Houghton
has
been
a
part
of),
can
be
 effec1ve
to
bring
people
downtown,
but
may
not
drive
residual
shopping/dining
visits
or

 even
produce
sign ...
3 The Evolution of Advertising
3 The Evolution of Advertising

... Manufacturers’ Pursuit of Power in the Channel of Distribution. Another fundamental influence on the emergence and growth of advertising relates to manufacturers’ pursuit of power in the channel of distribution. If a manufacturer can stimulate sizable demand for a brand, then that manufacturer can d ...
Destination image and its effects on marketing and branding
Destination image and its effects on marketing and branding

... consistent and somewhat standardised, and yet adapted to the individual market and culture in which it is operated. Furthermore, the study wanted to investigate whether marketing approaches should be changed for people with different images of a country as a destination, or if alternatively a “one-s ...
Is good karma good business?
Is good karma good business?

... In the competition for consumers’ attention, money and loyalty, it is necessary to be different from competitors, because as Kotler et al., (2009, p. 360) explains “no company can be successful if its products and services resemble every other product and offering. Corporations and especially market ...
The Value of Managed Word-of-Mouth Programs
The Value of Managed Word-of-Mouth Programs

... details of three of the word-of-mouth episodes, to Dr. Carl for analysis. ...
Storytelling as a Marketing, Leadership and Communication
Storytelling as a Marketing, Leadership and Communication

... complexity and can enhance or change perceptions. They are easy to remember and engage our feelings. Storytelling enables individuals to see themselves in a different light.” (Denning, 2005) One of the more popular topics particularly in the 80s and 90s was organizational storytelling and the idea w ...
The Targeting of Advertising
The Targeting of Advertising

... consumers who compare the prices at both Þrms and buy at the lowest price. Advertising is costly and the cost of informing a group of consumers is directly proportional to the size of that group. The targeting of advertising implies that Þrms can design media vehicles to focus advertising messages t ...
Report Builder - America Online, Inc. - Hoover`s Online
Report Builder - America Online, Inc. - Hoover`s Online

... AOL Moviefone, MapQuest, Spinner Networks, Inc., and WinAmp. Leonsis has long led AOL's efforts in content development and was responsible for AOL's role or original investments in dozens of leading online entities. In his first three years with the company (1994−1997), he served as President of AOL ...
Sophisticated Marketer’s Why does my business
Sophisticated Marketer’s Why does my business

... these relationships can translate into revenues. Since 2010, the number of B2B and B2C marketers generating sales via LinkedIn has grown consistently. U.S.-based agencies rate LinkedIn as the most important social media platform for new business. In fact, 50% of our members report they are more like ...
http://www.exa.com.au/(116.240.194.24) http://www.cdigitalcloud
http://www.exa.com.au/(116.240.194.24) http://www.cdigitalcloud

vaasan ammattikorkeakoulu
vaasan ammattikorkeakoulu

... advertisements, price, packaging, product appearance, and website for example. (Bennett 1995, 59) The study of consumer behavior helps people to understand how consumers think, feel, and select between different alternatives (like brands, products, retailers), how the consumer is influenced by his o ...
8.2. target segments / audiences of the territorial marketing strategy
8.2. target segments / audiences of the territorial marketing strategy

... region – quickly and forever in the mind of the visitor. People frequently change their minds or confirm their preconceptions about countries / regions once they visit them. This is, actually, a very strong instrument in building a regions reputation and its competitive identity. It is important to ...
Chapter 1—An Overview of Marketing
Chapter 1—An Overview of Marketing

... more goods and services if aggressive selling techniques are used selling as much as possible under the assumption consumers will buy more at lower prices focusing on production in order to increase product quality and lower prices ...
Sport Sponsorship as Strategic Communication Parameter
Sport Sponsorship as Strategic Communication Parameter

... In order to persuade the ever more advertising-hostile consumer, companies have to be creative in their marketing strategy. In order to create value for their business many companies have in recent years engaged in sports sponsorship for different objectives. Sport sponsorship is gaining market shar ...
Recruiting, advertising and marketing strategies
Recruiting, advertising and marketing strategies

... so that certain marketing approaches are less effective among these groups. Another issue is that military eligibility is lower among some immigrant groups, in part due to inability to acquire security clearances, and in part due to fitness, and aptitude (due to language) issues. The demographic tre ...
TARGET MARKET: USA - European Travel Commission
TARGET MARKET: USA - European Travel Commission

... This report’s aim is to collect meaningful knowledge about the tourism strategy of destinations competing with destinations in Europe in select long haul markets. This study is part of a series of publications, which offer an overview of the environment, in which European tourism destinations operat ...
the state of the art in research into rural tourism in spain: an analysis
the state of the art in research into rural tourism in spain: an analysis

A Content Analysis of Popular Viral Advertisements
A Content Analysis of Popular Viral Advertisements

... The consumer involvement model is used to measure the degree in which the  consumer is involved with the advertised product.  The level of involvement is measured  in four categories; emotional and rational high involvement along with emotional and  rational low involvement.  According to Laurent &  ...
Science of Email 2014
Science of Email 2014

... One thing that survey data does allow us to do that other kinds of data can’t do as easily is break down respondents by various personal information. In this way, we can begin to understand different kinds of email users and their behaviors. None of this data should be taken to present a fully compl ...
Product and Brand Management
Product and Brand Management

... product. It also refers to the channel where the product is available for sale. Therefore, it is often referred to as the distribution channel. 'Promotion' is all the communications that a marketer may use in the marketplace. It has five distinct elements: personal selling, advertising, sales promot ...
Chapter 9—Product Concepts
Chapter 9—Product Concepts

... 3. Why is creation of a product the starting point for the marketing mix? a. The production department must know what to produce first. b. Production strategy is the first of the four Ps listed in the marketing mix. c. Determination of the price, promotional campaign, and distribution network cannot ...
L`Oreal: Global Brand, Local Knowledge
L`Oreal: Global Brand, Local Knowledge

Jump Start Your Meeting - APICS Mid Atlantic District
Jump Start Your Meeting - APICS Mid Atlantic District

... Achieve “platinum” chapter status for first time ...
DEFINING BRANDED CONTENT FOR THE DIGITAL AGE
DEFINING BRANDED CONTENT FOR THE DIGITAL AGE

... perspective, is that the legal trademark or brand owner is interpreted as being largely in control of the content which is produced and distributed in relation to its brand. Due to this common denominator, we call this conceptualisation of branded content the managerial perspective. Branded content ...
A comparative study of customer relationship management (CRM
A comparative study of customer relationship management (CRM

... of agreement about what CRM is, what CRM means to different industries and companies and how CRM strategy should be developed. The purpose of this article is to develop a process-oriented conceptual framework that positions CRM at a strategic level by identifying the key cross-functional processes i ...
< 1 2 3 4 5 6 7 ... 677 >

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.
  • studyres.com © 2025
  • DMCA
  • Privacy
  • Terms
  • Report