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Value co-creation in service logic: A critical analysis
Value co-creation in service logic: A critical analysis

... construct, according to which, value is not created by the customer but by several parties, including the firm and the customer. However, this contradicts the value-in-use notion. In a recent article, Lusch et al. (2010) state as one shift in thinking warranted by a service perspective that ‘the fir ...
PDF
PDF

... premiums for the producer. Many country elevators are not well suited for segregation because they have developed into bulk facilities designed for high volume throughput and not for smaller lots of specialized products. In addition, incentives for high volume shipping have greatly influenced the st ...
ramon-chen-linkedin-recommendations-and
ramon-chen-linkedin-recommendations-and

... knowledge, and works very well with diverse groups of people. He can be counted on to plan carefully and thoroughly, to mobilize the needed resources, to motivate stakeholders, and to make sure things get done in a timely manner with great results. I worked with Ramon on many occasions during sales ...
Introduction International Marketing
Introduction International Marketing

... Therefore the advertising agency, follows longtime client, Coca Cola, Inc., to all countries where Coke is present. Nevertheless Coca-Cola moved the management of its dedicated Red Lounge China marketing unit from McCann Erickson to Leo Burnett, a competing advertising agency (2007). At the same tim ...
Advertising`s Big Questions Answered by advertising`s
Advertising`s Big Questions Answered by advertising`s

... as neutral as a telephone system. Once they exist, it is how they are used that should mainly interest us. But I did advertising a disservice when I wrote, ‘Advertising, as such, can do absolutely nothing. It’s simply there, waiting to be used.’ In truth, the very fact that advertising is available, ...
Standardisation versus Adaptation:
Standardisation versus Adaptation:

... not simply complacent consumers. As such, one can witness an evolution of consumers’ needs and wants, characterizing them as increasingly important in the development of a firm’s international marketing strategy. Dynamic consumerism is key. With consumers becoming more complex, different means are ...
Methodological reasons for the theory/practice divide in market
Methodological reasons for the theory/practice divide in market

... 2003). Standardisation is the most frequently used correction technique. Fischer (2004) reviews standardisation methods commonly used to adjust for response styles in cross-cultural research and provides a classification of the different methods. However, retrospective correction is never as efficie ...
eco Directive for Permissible e-Mail Marketing
eco Directive for Permissible e-Mail Marketing

... consenting party, i.e. in a conscious and active manner. This can be done in writing with the signature of the consenting party or in electronic form by clicking on a check box. An opt-out option, i.e. for instance a check box that can be clicked when no email advertising is wanted, or a pre-clicked ...
Social Network Advertising: Investigating what factors - UvA-DARE
Social Network Advertising: Investigating what factors - UvA-DARE

... out of a total population of 6.7 Billion in the world; around 1.5 Billion people of the population are connected to the Internet (Internet users). From that 1.5 Billion world Internet users, 140 million of them are “on Facebook” (Facebook, 2008), approximately 30 million more are “professionally Lin ...
advertising pays 2 - Advertising Association
advertising pays 2 - Advertising Association

... performance to just the EU average, it would be worth over £40 billion to the UK economy. Great advertising and strong brands will make that sort of export success more likely. That is why I hope this report will inspire not only those running SMEs, but policy-makers and everyone in agencies, brands ...
Shopper Marketing 5.0 - Grocery Manufacturers Association
Shopper Marketing 5.0 - Grocery Manufacturers Association

Introduction
Introduction

... marketing-related issues. The analysis of a wide number of applications of big data as a marketing tool will be addressed in this chapter. However, it is important to understand that execution of any marketing strategy is based on marketing tools and instruments which marketers use to reach their ob ...
Volume 7, Issue 4, May–June 2016, pp.43–50, Article ID: IJM_07_04_003
Volume 7, Issue 4, May–June 2016, pp.43–50, Article ID: IJM_07_04_003

... It may be one of the most formidable challenges facing rural marketing executives. There are various approaches to achieve the same including: (1) the need to build ‘rural customer focus’ throughout the rural vertical may include creating a ‘customer value guide’ that conveys the essence of what rep ...
National Grape Cooperative Association and Welch`s Foods Inc
National Grape Cooperative Association and Welch`s Foods Inc

... specifications with National Grape to ensure that Welch’s products remained competitive in the consumer marketplace in terms of its value proposition and that growers received competitive compensation for their products. Once these specifications were decided, neither Welch’s nor National Grape can ...
Relationship Marketing - Marketing Sensei – Jeffrey Heilbrunn
Relationship Marketing - Marketing Sensei – Jeffrey Heilbrunn

... Homeric Greece, while the critical impact of idiosyncratic, interpersonal relationships has continued to be well documented throughout history. Yet relationship marketing and customer relationship management have emerged as specific priorities for marketing academics and managers only in the past fe ...
Customer Acquisition at Online Auctions: Why More Bidders Can Decrease Profitability
Customer Acquisition at Online Auctions: Why More Bidders Can Decrease Profitability

... operation, it was poised to earn positive operating margins from its auctions, but it also chose to aggressively expand its customer base through advertising (Moon 1999). By increasing its customer base of bidders faster than its supply of surplus merchandise, Onsale failed to take advantage of the ...
IOC Technical Manual on Brand Protection
IOC Technical Manual on Brand Protection

... unauthorised association with the Olympic Movement. This is necessary for several reasons: (a) Olympic partnerships are vital to the Olympic Movement and to the future of sport, (b) the exclusive marketing rights of official Olympic partners must be protected, (c) unauthorised associations diminish ...
the role of social media in the marketing communication mix
the role of social media in the marketing communication mix

... The advent of Social Media has brought in skepticism, experimentation and possible misuse of Social Media and traditional marketing communication. This study thus, aims to identify the position of Social Media in the Marketing Communication Mix, the challenges and opportunities presented by Social M ...
Is Customer Satisfaction an Indicator of Customer Loyalty?
Is Customer Satisfaction an Indicator of Customer Loyalty?

... approach. The study explored and established the existence of relationship/interdependence between customer satisfaction and customer loyalty. Previous published studies, articles, books etc on the subject matter was thoroughly reviewed to gain a deeper understanding and insight in what earlier rese ...
Developing an Internet Marketing Strategy
Developing an Internet Marketing Strategy

... 1.2.1 Advertising Advertising is the process of bringing your product or service to the attention of your prospects and customers. For Internet marketing, this means finding new ways to drive traffic, or visitors, to your website. Online advertising can take many forms: banner ads, pay-per-click (P ...
Everything You Need to Know About Internet Marketing
Everything You Need to Know About Internet Marketing

... About the Authors Dr. Auliana Poon heads Tourism Intelligence International, a leading international consulting company that provides innovative solutions for the travel and tourism industry. Auliana Poon led the team that developed the tourism policy and strategy for the new South Africa in 1996; d ...
Birthday emails
Birthday emails

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

... A) It is conducted within traditional focus groups. B) It provides greater insight into customer behavior than interviews do. C) It provides researchers with secondary data. D) It is most popular in the service sector. E) It is a research option when observation is not possible. Answer: B Diff: 3 Pa ...
Marketing Principles
Marketing Principles

... 3.0/) license. See the license for more details, but that basically means you can share this book as long as you credit the author (but see below), don't make money from it, and do make it available to everyone else under the same terms. This book was accessible as of December 29, 2012, and it was d ...
service quality as a factor of marketing
service quality as a factor of marketing

... implies for consumers, and the basis of their perceptions. This results in the fact that service quality is achieved if customer expectations are satisfied, or exceeded. Service quality is undoubtedly a significant element of service product design process, as it influences the volume of demand for ...
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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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