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Marketing is tricky business and a dangerous career. It's almost impossible to measure the effects of advertising, packaging, distribution channels, media expenditures, sales organization, etc., on brand share or sales revenue. Without good data and absent any trustworthy feedback loop, marketing managers often turn to the security of marketing myths, pop culture marketing fads, fawning at the feet of consultants, and polishing up their r?sum?s. Is marketing solely a game of chance, or might there be a way to bring scientific methods to the table? At the micro level, the various pieces of the marketing puzzle should be optimized. The overall positioning and strategy should be evaluated.
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