This case explores the aggregate influence of corporate marketing practices on public health and examines the … increasingly important issue of the role of targeted marketing strategies by the food and beverage industries in the obesity … epidemic. Specifically, it engages a discussion about a significant yet overlooked dimension - targeted marketing to ethnic …

Simulated test marketing (STM) is a quantitative technique used to forecast new product sales, one of the most … validated tools in all marketing research. Forecasting awareness is an important stage in that process, one critical to STM …

, let alone how these measures inform marketing strategy. This article attempts to bring clarity to the situation by … adopting an integrated marketing communications perspective. By screening extant metrics for alignment with social media … social media marketing from an integrated marketing communications perspective is discussed. Finally, limitations of the …

The methodological discussion on the calibration of aggregate marketing response models has shifted away from how to … researchers that such calibration is performed either to support managers in their marketing-mix decisions, or to create general … knowledge that leads to a better understanding of marketing relationships and thus indirectly supports decisions. Both goals …

marketing and branding purposes. This study will seek to understand how individuals and celebrities can use the Metaverse as a … explore the implications of using Metaverse as a marketing and branding tool, in order to understand the potential benefits …

Current business statistics and extant academic research stress the importance of influencer marketing. In 2019, the …

We present several empirical facts about trends in marketing investment in the US. We also present estimates of the … private benefits to firms from their advertising and the established academic wisdom for the striking magnitude of marketing …