RESEARCH LIBRARY

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The research library of POPAI serves to identify, preserve and make available research and insights of enduring value. POPAI’s aim is to make conditions suitable for access and to support research that will add to the literature of marketing at retail and shopper marketing and to elevate the medium on par with other marketing mediums.Access the research library. 

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Research: Explaining Marketing ROI Beyond the Short-Term « Research « Industry Resources « Downloads

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Version2003
Date postedNovember 30, -0001
Downloaded101 times
CategoriesResearch

Description

Cooper and Nakanishi (1988) compared traditional marketing mix modeling to a picture taken through a telephoto lens by suggesting: “while the one brand may be in excellent focus, the fore-ground or background are either excluded or out o

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INDUSTRY GLOSSARY

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