Marketing Decision Support
The Organic Growth PlaybookOct 02, 2018
Bernard J. Jaworski, Claremont Graduate University
Most conventional approaches to spurring growth focus on creating a favorable, differentiated impression of the company’s products in the minds of customers. The problem is that it’s not a reliable formula for faster growth.
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
This decision support model incorporates the dynamic effects of advertising and sales channels as well as interaction effects between them. Analysis of nine sales markets suggests that optimizing cross-channel and multimedia effects can increase profits 35% on average.
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.
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