Narayandas, Das, David E. Bell, Anita Elberse, John T. Gourville, David B. Godes, John A. Quelch, Gail J. McGovern, Luc R. Wathieu, and Marta Wosinska. "Marketing as ...

focus on these five fundamentals: Essential Metrics Criteria Simply put, useful and meaningful metrics help marketers track how well their marketing objectives are being met. Using a set of core ...

We know, however, that as a set of fundamental principles of marketing, the following seven simply work ... the perceived familiarity and popularity of a brand among the many enhances its appeal to ...