Consumer Attitude Metrics for Guiding Marketing Mix Decisions
نویسندگان
چکیده
منابع مشابه
Consumer Attitude Metrics for Guiding Marketing Mix Decisions
Marketing managers often use consumer attitude metrics such as awareness, consideration, and preference as performance indicators because they represent their brand’s health and are readily connected to marketing activity. However, this does not mean that financially focused executives know how such metrics translate into sales performance, which would allow them to make beneficial marketing mi...
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ژورنال
عنوان ژورنال: Marketing Science
سال: 2014
ISSN: 0732-2399,1526-548X
DOI: 10.1287/mksc.2013.0841