LONDON/AUSTIN, TX: Benchmarking – the use of an external best practice reference point – is essential to a culture of continuous improvement and can be applied to seven marketing capabilities, according to an industry figure.
Yanyu Wang, Lingling Pei and Zhengxin Wang, International Journal of Market Research, Vol. 59, No. 5, 2017, pp. 655-670
To solve the problems inherent in the existing Bass model, this paper develops a grey Bass model using a non-linear least squares method (NLS) and provides the whitenisation solution of differential equations.
Raquel Sánchez-Fernández, David Jiménez-Castillo and Angeles Iniesta-Bonillo, International Journal of Market Research, Vol. 59, No. 5, 2017, pp. 671-690
The study described here develops a perceived value model, from the alumni's perspective, to determine the sources of economic value universities must focus on to enhance satisfaction, organisational image and identification.
Canan Eryigit, International Journal of Market Research, Vol. 59, No. 3, 2017, pp. 355-382
This paper reports the results of a systematic review of recent literature on the use of mathematical models in the marketing field to identify the main aims of model adoption in various functional areas of marketing.
LONDON/NEW YORK: Marketing mix models are looking increasingly slow and out of date as agile attribution models become more widely used, but neither type has all the answers, according to two leading industry figures who advocate integrating the ...
David Hoo and Michael von Gonten, ARF Experiential Learning, Audience Measurement 8.0, 2013
This paper argues that marketing mix models are not useful, and that the mix models currently in use, either the original format or the newer VAR style, systematically understate the true effects of advertising.
Len Marchant, Phil Prescott and Nic Jackson, International Journal of Market Research, Vol. 54, No. 1, 2012, pp. 71-92
This paper describes a framework for understanding and researching brand choice. The underlying model starts from the assumption that purchasers faced with alternative brands will select what in their judgement suits them best.
Anna Hamill, Event Reports, Mumbrella360, June 2017
This article covers how Tesla, the automotive manufacturer with a sustainable energy focus, has been able to build brand recognition and loyalty in Australia with zero paid media and a focus on experiential marketing and owner loyalty.
Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999
This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.