Browsing Business Administration 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 ...
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