Pushing and pulling: Online ad strategy requires a whole new approach to research
Article Abstract:
Internet, which is fast emerging as a sales channel is a medium where the customer can be served beyond the AIDA model objectives. A framework to develop an effective advertising strategy to track the performance of on-line advertising is discussed.
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2004
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Profitable relationships
Article Abstract:
A new model for determining customer's value to the organization, called customer lifetime value is presented.
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2006
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Decision models aid research
Article Abstract:
The value of marketing decision models is presented.
Publication Name: Marketing Research: A Magazine of Management & Applications
Subject: Business
ISSN: 1040-8460
Year: 2001
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