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Metodi quantitativi di rilevazione dell’impatto della comunicazione nelle strategie di marketing

Author

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  • Matteo FINI

    ()

  • Patrizio GREGORI

    ()

Abstract

Communication, in all its aspects excluding advertising, is an intrinsic element in every marketing strategy at whatever level. A quantitative analysis on the adevrtising and communication's feedback may be of absolute importance for the company, the research team and the marketing chief. In this small paper we are trying to emphasize communication strategies' impact opportunities and we are goingo to introduce some models of evaluation and control

Suggested Citation

  • Matteo FINI & Patrizio GREGORI, 2007. "Metodi quantitativi di rilevazione dell’impatto della comunicazione nelle strategie di marketing," Departmental Working Papers 2007-40, Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano.
  • Handle: RePEc:mil:wpdepa:2007-40
    as

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    File URL: http://wp.demm.unimi.it/files/wp/2007/DEMM-2007_040wp.pdf
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    References listed on IDEAS

    as
    1. Kelvin J. Lancaster, 1966. "A New Approach to Consumer Theory," Journal of Political Economy, University of Chicago Press, vol. 74, pages 132-132.
    2. Bolton, Ruth N & Drew, James H, 1991. " A Multistage Model of Customers' Assessments of Service Quality and Value," Journal of Consumer Research, Oxford University Press, vol. 17(4), pages 375-384, March.
    3. Marnik G. Dekimpe & Dominique M. Hanssens, 1995. "Empirical Generalizations About Market Evolution and Stationarity," Marketing Science, INFORMS, vol. 14(3_supplem), pages 109-121.
    4. Robert P. Leone, 1995. "Generalizing What Is Known About Temporal Aggregation and Advertising Carryover," Marketing Science, INFORMS, vol. 14(3_supplem), pages 141-150.
    5. George J. Stigler, 1961. "The Economics of Information," Journal of Political Economy, University of Chicago Press, vol. 69, pages 213-213.
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    More about this item

    Keywords

    Marketing; Performance; Measurement;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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