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Principles of Marketing, 13e (Kotler/Armstrong)
Principles of Marketing, 13e (Kotler/Armstrong)

... 4) Which of the following is NOT a type of factor in a company's macroenvironment? A) demographic B) economic C) technological D) competitive E) political Answer: D Diff: 1 Page Ref: 66 Skill: Concept Objective: 3-1 5) All of the groups within a company are called the ________. A) culture B) divers ...
chapter 2 literature review
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... mixes and blends the product performance and imagery to create a rich, deep, and complementary set of consumer responses towards the brand (Zamardino and Goodfellow, 2007). Hence consumers are attracted to more dimensions of a brand and will be more likely to effectively bond with the brand. Consume ...
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A Successful Marketing Strategy for Nike Inc. The Story Behind and

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advertising credibility: a review of literature
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Reactions towards random acts of kindness - UvA-DARE
Reactions towards random acts of kindness - UvA-DARE

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FREE Sample Here - Find the cheapest test bank for your
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Gillette: Product and Marketing Innovation
Gillette: Product and Marketing Innovation

... touted its three-bladed Mach3 as ‘‘the best a man can get’’ since the late 1990s. In addition, Consumer Reports concluded that there were no additional performance benefits provided by the five-bladed Fusion, especially when compared to the Mach3. However, what was the most concerning for Gillette w ...
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FACTORS AFFECTING DECISION-MAKING IN SOUTH AFRICAN SPORT SPONSORSHIPS
FACTORS AFFECTING DECISION-MAKING IN SOUTH AFRICAN SPORT SPONSORSHIPS

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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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