Working Paper
Do Mindset Metrics Explain Brand Sales?
Jan 1, 2008
Analyzes the added explanatory value of including customer mindset metrics in a sales response model that already accounts for short- and long-term effects of the marketing mix.
Working Paper
Do Mindset Metrics Explain Brand Sales?
Jan 1, 2008
Analyzes the added explanatory value of including customer mindset metrics in a sales response model that already accounts for short- and long-term effects of the marketing mix.