Default Category
-
El marketing cuando el valor del cliente de verdad importa
Hanssens, Dominique M.; Thorpe, Daniel; Finkbeiner, CarlArticle HBS-R0805JMarketingLa medición de la eficacia de las inversiones de marketing puede ser frustrante - especialmente si una empresa se centra en un resultado a largo plazo como aumentar el valor del cliente. Aunque hay modelos de soporte de decisiones a los vendedores ayudar a asignar sus presupuestos, hasta hace poco este tipo de modelos dirigidos a maximizar las ventas a corto plazo, que no siempre son compatibles con la salud de marca a largo plazo. Ahora, sin emb...Starting at €8.20
-
Talk About Brand Strategy (Spanish version)
Mizik, Natalie; Jacobson, RobertArticle HBS-F0510JMarketingCommunicating your brand strategy to the financial community can boost share price, say Columbia Business School's Natalie Mizik and University of Washington Business School's Robert Jacobson.Starting at €8.20
-
Marketing When Customer Equity Matters
Hanssens, Dominique M.; Thorpe, Daniel; Finkbeiner, CarlArticle HBS-R0805J-EMarketingMeasuring the effectiveness of marketing investments can be frustrating - especially if a company focuses on a long-term outcome like increasing customer equity. Though there are decision-support models to help marketers allocate their budgets, until recently such models aimed to maximize near-term sales, which aren't always consistent with long-term brand health. Now, however, Wachovia has created a model that helps it make customer-equity-drive...Starting at €8.20