Summarising his recently launched book: "MARKETING is FINANCE is BUSINESS" in 4 key stages, you will discover the rocket science behind the creation of meaningful marketing miracle in the galactic age upon us. Chris will show why marketing based on fundamentals (like insights) is so much more than pretty pictures and Silicon snake oil. He will inspire us: 1) To (literally) look up to the sky and challenge our current mindsets; 2) To look back on the last 50 years of marketing and finance; 3) To build on it looking forward to the next 50 years, and; 4) To eventually translate marketing in the language your board and investors can and want to understand. This last part will go deeper on his trademarked prototype for Alpha M, the world's first-ever marketing rating model. Alpha M is designed to help marketers "speak better Wall Street", and to help the finance world make smarter investment decisions.
The case study will show how consumer panel data are integrated into a consumer-oriented marketing model, how hypotheses on consumer's reaction can be checked and how different pricing strategies can be simulated.
This paper deals with the problem why the contribution to knowledge gained through researches not sufficiently transferred into practical results. Given a contribution it will only be possible to apply it generally to practical problems if it is actually "staged" .Staging here does not only mean to produce and to present but requires the active spectator as the recipient .With "active"the demand for the learning ability of the practitioners is meant: successful practical application of modern research requires knowledge of its methodological foundation. With the aid of a case study the development and implementation of a marketing model for advertising media research possible trouble spots are examined which could lead in a typical way to a failure of the presentation.
This paper deals with the problem why the contribution to knowledge gained through researches not sufficiently transferred into practical results. Given a contribution it will only be possible to apply it generally to practical problems if it is actually "staged". Staging here does not only mean to produce and to present but requires the active spectator as the recipient. With "active" the demand for the learning ability of the practitioners is meant: successful practical application of modern research requires knowledge of its methodological foundation. With the aid of a case study the development and implementation of a marketing model for advertising media research possible trouble spots are examined which could lead in a typical way to a failure of the presentation.
On the basis of forecasts the United States were expected to introduce import restrictions for the protection of its home market. In this way the Japanese textile export could be deflected to the West-European markets, where the Hungarian exporters would be forced by the new competitor to take strategical decisions. The managers of the Hungarian textile industry sponsored the elaboration of a forecasting model, which 1. describes the process of the expectable events; 2. determines the values of the economic and marketing factors, where the process starts; 3. controls, if the Hungarian enterprises are capable to follow up the course of these factors and 4. to conceive and realise their new marketing strategy from the date of the appearance of the values until the European market situation is changing. The usefulness of the model has been verified by the past economical processes.
The purpose of this paper is to critically examine the above four distinct attributes of marketing models from the perspective of model building activities in social sciences, and to examine what contributions the consumer theory has made in building better marketing models. In the process, we will examine the crucial question as to whether consumer theory is sufficiently developed to be modelable and useful to marketing management.
Let us consider a firm and assume that it conceives and implements its own advertising. Let us ask what is possible and reasonable to expect of the media executive. Let us then ask the same question of the advertising executive and try to define in which decision context these men work or should work.