From hindsight to foresight
Article Abstract:
Innovative marketing measurement techniques enable companies to quicken observation, analysis and deal with potential opportunities. this premise is illustrated through the use of case studies.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2003
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The long and short of it
Article Abstract:
Effective returns of marketing resource investments by the companies are discussed. Analysis techniques for estimating the short and long term benefits of marketing initiatives are presented.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2003
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Birds on hippos
Article Abstract:
The methods adopted by companies for managing their relationships with their vendors are described.
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2006
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