Business Intelligence

Wharton On Marketing: Determining And Measuring Your Strategy

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Executive Summary

As the consumer market continues to explode and a succession of new technologies gives rise to entirely new ways of marketing, how can companies plan and weigh the effectiveness of their marketing strategies? From the basics of whom to aim for - consumers on the high-end, low-end, in the middle, or embedded in larger networks - to the complicated array of metrics available to measure everything from ROI to customer value, the variety of marketing strategy options and tools can create more confusion than cohesion. This paper is the compilation of articles Knowledge@Wharton looks at some key strategy elements that marketing executives should consider, such as the potential downside to pursuing market share, the value of consumer networks, and product diffusion among "Influentials" and "Imitators."

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