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Media Modeling and Budgeting at DMI - Teaching Note
Farris, Paul W.; Pfeifer, Phillip E.Nota del Instructor DARDEN-M-0791TN-EMarketingTeaching note for product M-0791Desde 0,00 €
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J. C. Penney: The "Think Big" Strategy - Teaching Note
Farris, Paul W.; Weiler, VirginiaNota del Instructor DARDEN-M-0841TN-EMarketingTeaching note for product M-0841Desde 0,00 €
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Google, King of Search
Farris, Paul W.; Gray, MarthaCaso DARDEN-M-0818-EMarketingThis survey of Google's rise to prominence as the de facto search engine of choice focuses on the theme of relevance as a guiding principle. As Google has diversified its offering through both organic growth and acquisition, the potential manifestations of relevance have multiplied, to the point where the nature of its market may need to be reassessed.Desde 8,20 €
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Media Modeling and Budgeting at DMI
Farris, Paul W.; Pfeifer, Phillip E.Caso DARDEN-M-0791-EMarketingA marketing director applies a scientific/quantitative approach to understanding and optimizing his company's marketing spending decisions. His hypotheses include the concepts of diminishing returns on spending, a results ceiling, carryover, and differential effectiveness. His team develops a mathematical formula that provides parameter estimates resulting from fitting the model to the three years of regional and national data. He must then decid...Desde 8,20 €