Since there are so many things to measure, marketers need to find a way to isolate the most critical metrics and direct all measurement efforts to the things that really matter...

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Dear Dave, My company manufactures and sells a high-tech product to hospitals and healthcare providers. We have a direct sales force that is responsible for 90% of our volume...
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In the latest installment of our Meeting of the Minds webcast series, Professor Dave Reibstein shared his learnings on effective marketing during an economic recovery...

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Professor Gary Lilien discusses marketing models and provides insight into which create the most value, how to improve their adoption by management and much more...

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There are still many questions regarding the wastefulness of marketing, despite the signs of progress in the industry toward understanding the financial payback of marketing and advertising.

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Professor Gary Lilien discusses marketing models and provides insight into which create the most value, how to improve their adoption by management and much more...

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Reflections on a recent conversation with Eric Schmidt, CEO of Google, about the company's online and offline advertising models.

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Don Schultz from Northwestern shares his insight into the mismatch between today's audience measurement approaches and the way media is actually consumed...

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Don Schultz from Northwestern shares his insight into the mismatch between today's audience measurement approaches and the way media is actually consumed...

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MarketingNPV announces a valuable webcast series featuring some of today’s leading business school professors on measuring marketing and improving the return on marketing investments.

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