2 findings
Knowledge › Marketing Analytics
Marketing research generates effects comparable to psychology and other social sciences, with pricing among the strongest evidence areas and methods research the weakest; the pace of new marketing knowledge has slowed as the field matures.
Knowledge › Marketing Analytics
Firm market value responds more to marketing assets, brand equity and customer relationships, than to advertising spend, with customer assets outweighing brand assets; the value of those assets rises further during recessions.
Cross the framework