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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:
Ronald T. Wilcox, Thomas Kohler
Publikováno v:
SSRN Electronic Journal.
Autor:
Ronald T. Wilcox
Publikováno v:
SSRN Electronic Journal.
Autor:
Ronald T. Wilcox, Gerry Yemen
Publikováno v:
SSRN Electronic Journal.
Publikováno v:
Journal of Public Policy & Marketing. 39:305-318
Across three studies, the authors investigate the effect of student loan debt on spending. Evidence from consumer finance data and experimental scenarios reveals that borrowers with moderate student loan debt are less likely to spend than people with
Autor:
Ronald T. Wilcox
Publikováno v:
SSRN Electronic Journal.
Publikováno v:
Darden Business Publishing Cases. :1-8
Route 11 Chips, a regional potato chip company, is struggling with whether to reduce the number of flavors it markets. Additional flavors add operational cost, but management believes that some of the flavors are important to Route 11's brand image a
Autor:
Ronald T. Wilcox, Gerry Yemen
Publikováno v:
Darden Business Publishing Cases. :1-11
“After creating a market for his “new to the world” product and a significant partnership with the German-based SAP, Sridhar Tayur had an opportunity to take the partnership with SAP to another level by establishing a reseller arrangement, avai
Publikováno v:
SSRN Electronic Journal.