ARC: Community: ELMAR: Posting areas: methods: dialog

Related ARContent: Marketing Metrics

Date: Tue, 5 Sep 2006 13:27:24 +0200
From: "Armelini, Guillermo" <DOCGArmelini@iese.edu>

Hi,
 
My name is Guillermo Armelini. Actually I’m looking for insights about how people are teaching issues relating with marketing productivity or marketing ROI. From my humble perspective I think that there are at least two aproaches: a) Focusing on a complex metrics like Customer Equity or Brand Equity. I defined them "complex" because they are the outcomes of a set of variables. Or b) To pick a specific marketing concepts, like advertising, and then to assess its productivity. 
 
Since this topic has been extensively researched during the last five years, I think that it is good time to look for ways to "translate" academic findings in useful insights for managers and practitioners who actually are attending our seminars and lecutures.
 
Guillermo