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Customer Lifetime Value
Pfeifer, Phillip E.; Farris, Paul W.; Bendle, NeilTechnical Note DARDEN-M-0800-EMarketingThis technical note introduces important metrics firms use to monitor customer relationships. An important summary of customer activity is the profit the firm receives from each customer. Customer profit (CP) is the metric that summarizes the past financial performance of a customer relationship and is covered in a companion note, "Customer Profit" (UVA-M-0799). The central difference between CP and customer lifetime value (CLV) is that CP measur...Starting at €8.20
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Design of Price and Advertising Elasticity Models
Venkatesan, Rajkumar; Farris, Paul W.Technical Note DARDEN-M-0805-EMarketingThe marketing mix that a manager may deploy can affect the sales of a product and can be categorized under the traditional four Ps of marketing (product, price, promotion, and placement). But the perennial question managers face concerns the combination of these different marketing mix variables that will give them maximized sales, highest share, lowest inventory, or maximized margins. Quite often, these questions are answered by historical data:...Starting at €8.20
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Product Line Pricing
Wilcox, Ronald T.Technical Note DARDEN-M-0813-EMarketingThis note discusses the technical and managerial aspects of pricing a product line. Product lines are multiple variants of essentially the same product, where individual products in the line may vary by quantity (size) or quality. The discussion takes the point of view of the manufacturer of the products rather than the retailer, but the implications of selling through a channel are also discussed. The note draws on the disciplines of economics a...Starting at €8.20
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A Resource-Allocation Perspective for Marketing Analytics
Farris, Paul W.; Venkatesan, RajkumarTechnical Note DARDEN-M-0861-EMarketingManagers must understand their marketing efforts as precisely as possible in order to determine how much to spend on each marketing channel. This technical note explores marketing analytics—the process of systematically using empirical data about customers, companies, and industry context to inform strategic marketing decisions and create models that are helpful in understanding consumer behaviors. Resource allocation is the endgame of analytics....Starting at €8.20
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Developing a Superior Creative Brief
Whitler, Kimberly A.Technical Note DARDEN-M-0891-EMarketingThis technical note is designed to introduce the Creative Brief, a document that plays a crucial role in the process of converting marketing strategy into implementation. Many creatives believe that briefs are generally poorly written, which then leads to poor advertising messages. This note will help strategists better understand the criticality of developing well-crafted, carefully considered, and expertly vetted creative briefs that increase t...Starting at €8.20
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Automation of Marketing Models
Venkatesan, Rajkumar; Craddock, Jenny; Nagji, NoreenTechnical Note DARDEN-M-0965-EMarketingThis technical note gives students an overview of artificial intelligence (AI) and machine learning (ML) in order to help them understand how these fields can contribute to the future of marketing. To provide context, students are first introduced to the history of AI and the basic parameters of AI, ML, and deep learning (DL). The differences between ML and statistical modeling are also described to help students understand that collaboration bet...Starting at €8.20
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Food Marketing
Cian, Luca; Gibson, Madeline; Boichuk, JeffTechnical Note DARDEN-M-0966-EMarketingLiterature in food marketing provides many examples of implicit associations and tensions of which marketers should be aware. For example, a brand that positions its product as healthy and tasty may struggle to gain traction in the market because consumers tend to associate good-tasting food with low health value, and therefore assume healthy food tastes bad. Often, consumers make purchases based on heuristics and perceptions. This note provides ...Starting at €8.20
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Corporate Governance in Three Economies: Germany, Japan, and the United States
Conroy, Robert M.Technical Note DARDEN-F-1426-EFinanceThis case examines the structure of corporate governance in three economies: Germany, Japan, and the United States. It presents the structure and background on the composition of corporate boards of directors and examines how corporate governance impacts on managerial decisions.Starting at €8.20
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Forwards and Futures
Conroy, Robert M.Technical Note DARDEN-F-1427-EFinanceThis technical note introduces the basics of forward and futures contracts. It covers the very simplest contract on financial assets with no income and expands the discussion to cover contracts on financial assets with dividends, contracts on foreign currency and commodities. There is a discussion on the difference between forward/futures prices and the expected spot rate.Starting at €8.20
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Valuing Assets in Financial Markets
Harris, Robert S.; Conroy, Robert M.Technical Note DARDEN-F-1518-EFinanceThis technical note provides an overview of techniques used to value assets, including multiples, arbitrage pricing, and discounted cash flow. The note emphasizes the basic nature of valuation approaches and their logical underpinning, focusing on how techniques are applied to assets that are or might be traded in financial markets. The note sets the stage for specific (and often complicated) applications of the pricing techniques.Starting at €8.20