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Managers are very interested in word-of-mouth communication because they believe that a product's success is related to the word of mouth that it generates. However, there are at least three significant challenges associated with measuring word of mouth. First, how does one gather the data?...
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Among the more prominent truisms in marketing are 80/20 type laws, e.g., 20 percent of the customers account for 80 percent of the purchases. These kinds of statistics indicate a certain degree of in customer purchases; i.e., the extent to which a large portion of the product's total purchases...
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Customer base analysis is concerned with using the observed past purchase behavior of customers to understand their current and likely future purchase patterns. More specifically, as developed in Schmittlein et al. (1987), customer base analysis uses data on the frequency, timing, and dollar...
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In recent years, many U.S. and Japanese firms have adopted Quality Function Deployment (QFD). QFD is a total-quality-management process in which the “voice of the customer” is deployed throughout the R&D, engineering, and manufacturing stages of product development. For example, in the first...
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Purpose – This article aims to further discussion on viable methods for marketing measurement that account for the … marketing measurement. These barriers must be corrected before a complete picture of media efforts can be realized. Practical … consolidates and pinpoints the crucial barriers to a method of marketing measurement that reveals online and offline media value …
Persistent link: https://www.econbiz.de/10014689422
Purpose – Researchers often attempt to assess how different features and content will improve the experience of web site users. One assessment technique is to measure the attitude toward the site. A common version of this measure is the Chen and Wells attitude toward the site scale. The...
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