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In periods of reduced consumption, like now, managers may be anxious to kick their "Turnaround plan" into high gear. But before prescribing any wonder remedy, it's vital to make a correct diagnosis, otherwise you may be administering placebos. Using research from the food industry in the United States, the author attempts to expand the scope of marketing mix modeling beyond the typical actions resorted to by top management, whose desperate life-saving attempts may register a small blip for a time, but won?t bring about a lasting cure.
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