Maximizing Returns from Brand Spending: Hard numbers for soft marketing issues
Many firms have shifted their brand-related spending to more easily measured areas such as direct marketing. As a result, the reservoir of brand equity gets low and important customer touchpoints are neglected. Here’s how rigorous customer science techniques can maximize returns in those soft areas.
Content: Article | Authors: Andrew Pierce, Simon Glynn, Stephen Brien | Source: Mercer Management Journal | Subject: Marketing / Sales