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Business, general

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A changing climate

Article Abstract:

Global economic development, increasing digitization, and energy and environmental issues shape today's marketing success. Strategies and tactics that can be used to accommodate the changing marketing environment are presented.

Author: Wyner, Gordon A.
Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2008
Marketing, Methods, Innovations

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The moment of truth

Article Abstract:

Latest trends consumer behavior and the process of understanding it for designing appropriate marketing approach are discussed.

Author: Wyner, Gordon A.
Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2006
Consumer Behavior, Consumer behaviour

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Beyond ROI

Article Abstract:

The usage of return on investments analytics for evaluating and planning marketing strategies is presented.

Author: Wyner, Gordon A.
Publisher: American Marketing Association
Publication Name: Marketing Management
Subject: Business, general
ISSN: 1061-3846
Year: 2006
Analysis, Usage, Financial analysis, Return on investment, Rate of return

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Subjects list: United States, Planning, Evaluation, Market strategy, Company business planning
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