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pro vyhledávání: '"Paul W. Farris"'
The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the
Autor:
Kusum L. Ailawadi, Paul W. Farris
Publikováno v:
NIM Marketing Intelligence Review. 15:24-31
Many metrics used to evaluate brick and mortar channels have equivalents online, but there are also some new metrics that marketers should monitor. Distribution breadth and depth refer to how easily a consumer can find a store that stocks the brand a
Autor:
Paul W. Farris, Michael J. Moore
This book was first published in 2004. Developments in strategic thinking and econometric methods, alongside fundamental changes in technology and in the nature of competition, argue the need for an in-depth but accessible assessment of the Profit Im
Measure, manage and get the most out of your marketing. Key Marketing Metrics is the definitive guide to today's most valuable marketing metrics. In this thoroughly updated and significantly expanded book, you will understand the pros, the cons and t
Publikováno v:
Darden Business Publishing Cases. :1-12
In a relatively short period, DuPont innovates stain-proof carpeting, filling its nylon-fiber capacity and increasing profits significantly. MBA and undergraduate students consider how DuPont should approach the fact that competitors quickly introduc
Autor:
Paul W. Farris, Elizabeth A. Collins
Publikováno v:
Darden Business Publishing Cases. :1-17
This case depicts the history of an unusual brand in the “super premium” segment of the vodka market. The top-of-line positioning is supported with creative advertising, narrow distribution, point-of-purchase advertising, and expensive advertisin
Your Definitive, Up-to-Date Guide to Marketing Metrics—Choosing Them, Implementing Them, Applying Them This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow pr
Autor:
Kusum L. Ailawadi, Paul W. Farris
Getting Multi-Channel Distribution Right provides a comprehensive treatment of modern distribution strategy that is analytically solid, clearly written, and relevant for managers as well as MBA and executive MBA students, and the professors who train