The right metrics for marketing-mix decisions

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...

Culture and International Marketing Mix Decisions

How does culture impinge affect international marketing mix decisions? This question is first dealt with through an assessment of the literature. Postulated or tested relations between cultural dimensions and each marketing mix variable are then presented. Concluding comments cover research issues and managerial implications. As most students of international marketing would agree, culture is a...

Truly Accountable Marketing: The Right Metrics for the Right Results

Metrics for the New Internet Marketing Communications Mix

The Internet provides marketers with an expanded set of communications vehicles for reaching customers. Two of the most important and fast-growing elements of this new communications mix are online advertising and electronic word-of-mouth. While these vehicles provide new opportunities, they are also challenging marketers to understand how consumers respond and to develop new metrics for assess...

islamic values in marketing mix decisions

business and its main functions such as marketing has value regulations in islamic economy. the main purpose of this paper is the indicatation of islamic values in marketing mix decisions. to achieve this purpose , the islamic values in marketing mix decisions include product, price, promotion and place decisions emanated from quran and documented practices of the holy prophet (peace be upon hi...