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

Listed author(s):
  • Matteo FINI

    ()

  • Patrizio GREGORI

    ()

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

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File URL: http://wp.demm.unimi.it/files/wp/2007/DEMM-2007_040wp.pdf
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Paper provided by Department of Economics, Management and Quantitative Methods at Università degli Studi di Milano in its series Departmental Working Papers with number 2007-40.

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Date of creation: 30 Oct 2007
Handle: RePEc:mil:wpdepa:2007-40
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  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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