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Demonstrating the value of marketing
(2016-11)
Marketing departments are under increased pressure to demonstrate their economic value to the firm. This challenge is exacerbated by the fact that marketing uses attitudinal (e.g., brand awareness), behavioral (e.g., brand ...
Consumer attitude metrics for guiding marketing mix decisions
(Informs, 2014-08)
Marketing managers often use consumer attitude metrics such as awareness, consideration, and preference as performance indicators because they represent their brand's health and are readily connected to marketing activity. ...
Time-series models of pricing the impact of marketing on firm value
(Edward Edgar Publishing, 2012-05)
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