Solving the Market Resources Allocation Puzzle
Television spots, word-of-mouth, viral ads. Marketing managers have more options at their disposal than ever before. But how to decide? Harvard Business School professors Sunil Gupta and Thomas Steenburgh offer a way for managers to conceptualize the most effective approach.
Content: Article | Authors: Sunil Gupta, Thomas Steenburgh | Source: Harvard Business School (HBS) Working Knowledge | Subject: Marketing / Sales