Browsing Faculty of Business by Author "Vanhuele, M."

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Consumer attitude metrics for guiding marketing mix decisions

Hanssens, D. M.; Pauwels, Koen Hendrik; Srinivasan, S.; Vanhuele, M.; Yildirim, G. (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. ...
Mind-set metrics in market response models: an integrative approach

Srinivasan, S.; Vanhuele, M.; Pauwels, Koen Hendrik (American Marketing Association, 2010-08)

Demonstrations of marketing effectiveness currently proceed along two parallel tracks: Quantitative researchers model the direct sales effects of the marketing mix, and advertising and branding experts trace customer ...