Marketing Decision Support
5 Things I Know About Marketing – Gerald Zaltman, Harvard Business SchoolDec 08, 2016
"Marketing is a world populated by major blank spaces. The willingness and skill to imagine what is missing is what generates big insights," says Gerald Zaltman. "This is how visionaries lead. They see data not as goal lines but as springboards for thinking and planning."
Multichannel Sales Attribution and Media OptimizationJul 7, 2016 Sandy D. Jap and Timothy J. Gilbride, 2016, 16-116
By accounting for cross-channel complementarities in sales and media channels, this model offers a valuable tool to firms seeking to optimize media allocation spend.
The Perils of Managerial EmpathyOct 15, 2015
"Empathic" managers are more likely to use personal preferences, and less likely to use marketing research.
Influencing Customer Opt-In and Opt-OutApr 07, 2015
Marketers should avoid over-marketing to customers who have joined a permission-based email program.
Marketing Management: Fast and SlowNov 17, 2014 Eric Johnson, Columbia University
Eric Johnson reviews the roles of intuition and systematic thinking in marketing managers' decision making, and suggests major insights that have emerged from psychology and behavioral economics in the last 20 years.
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