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商品編號： UV2965 出版日期： 2008/02/13 作者姓名： Venkatesan, Rajkumar;Farris, Paul W. 商品類別： Marketing 商品規格： 12p 再版日期： 2012/01/30 地域： Ohio 產業： Retail trade 個案年度： -
商品敘述：
This case is intended to be part of a first-year MBA marketing course, or a second-year elective in advertising, integrated marketing communications, market research, or marketing analytics. The case provides students with examples of two real advertising experiments and the challenges involved in executing the experiments. It allows for a discussion of the need for advertising experiments, and also, at a more general level, the need to measure the return on marketing. Biases surrounding the field experiments allow for a discussion of the problems with establishing a causal relationship between advertising and sales.
涵蓋領域：
Advertising
相關資料：
, (UV1218), 10p, by Paul W. Farris, Rajkumar Venkatesan;, (UV5723), 0p, by Rajkumar Venkatesan
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