Bottom of the Pyramid

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Brand Identity Prism

An obvious benefit of using a human being for a metaphor for a brand is that it becomes much more easy, especially for non-experts, to understand and discuss what a brand stands for. Consumers easily perceive brands as if they would have personality traits. What is the Brand Identity Prism? According to Jean-Noel Kapferer, brand [...]

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Instrumental Approach of Stakeholder Theory

The view regarding Strategic Stakeholder Management, described by Berman, Wicks, Kotha, Jones using earlier work of Edward Freeman is an Instrumental Approach.  Stakeholder theory plays a very important part in the modern business ethics. It is a theory of organizational management and business ethics that emphasis on morals and values required in managing the organization. [...]

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ARIMA

ARIMA stands for AutoRegressive Integrated Moving Average. The ARIMA Time Series Analysis uses lags and shifts in the historical data to uncover patterns (e.g. moving averages, seasonality) and predict the future. The ARIMA model was first developed in the late 60s but it was systemized by Box and Jenkins in 1976. ARIMA can be more [...]

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Dynamic Regression

Dynamic Regression is a regression model that includes lagged values of explanatory variables or of dependent variables or both. The relationship between the forecast variable and the explanatory variable is modeled using a transfer function. A dynamic regression model can predict what will happen if the explanatory variable changes. The Dynamic Regression model is similar [...]

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Exponential Smoothing

Exponential Smoothing Model (ESM) is a technique that can be applied to time series data, either to produce smoothed data for presentation, or to make forecasts. The time series data themselves are a sequence of observations. The observed phenomenon may be an essentially random process, or it may be an orderly, but noisy, process. Whereas [...]

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Regression Analysis

Regression Analysis is a statistical technique for estimating the relationships among variables. It includes many techniques for modeling and analyzing several variables, when the focus is on the relationship between a dependent variable and one or more independent variables. More specifically, regression analysis helps one understand how the typical value of the dependent variable changes [...]

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Retargeting (Remarketing)

Retargeting (also called Remarketing and Audience Targeting) is a form of online marketing/advertising.  It allows the advertiser to track all users that visit his webpage (or any online destination), and find those users across almost any site on the web. These users will see your ads as they navigate to their favorite blog, news site, [...]

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Resource-Based View

The Resource Based View (RBV) as a basis for a competitive advantage of a firm lies primarily in the application of the bundle of valuable interchangeable and intangible tangible (intangible tangible makes no sense) resources at the firm’s disposal. To transform a short-run competitive advantage into a sustained competitive advantage requires that these resources are [...]

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SERVQUAL

ERVQUAL (also called RATER) is a service quality framework. SERVQUAL was developed in the mid-1980s by Zeithaml, Parasuraman & Berry. SERVQUAL means to measure the scale of Quality in the service sectors.  SERVQUAL was originally measured on 10 aspects of service quality: reliability, responsiveness, competence, access, courtesy, communication, credibility, security, understanding the customer and tangibles. [...]

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