publication . Doctoral thesis . 2017

Essays in Marketing Strategy: The Role of Customer Integration, Marketing Metrics, and Advertising Effectiveness

Ptok, Annette;
Open Access German
  • Published: 01 Jan 2017
  • Country: Germany
The dissertation, coauthored by Annette Ptok addresses the overall topic of marketing strategy within three different essays. Marketing strategy is a complex bundle of decisions dealing with markets and customer segments to target as well as the communication and delivery of value to the customer always under the consideration of disposable budget investments. Nowadays, there are several challenges managers need to tackle with regard to marketing strategy (Bhasin 2016). The most important challenges can be classified into (1) becoming customer centric, (2) demonstrating the return on investment (ROI) of marketing actions, and (3) creating awareness for marketing...
free text keywords: ddc:650
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