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Nuremberg Institute for Marketing Decisions (NIM) Marketing Intelligence Review
Marketing Dashboards - The Next Generation
David Reibstein, Professor of Marketing
The Wharton School, University of Pennsylvania
Koen Pauwels, Professor of Marketing
Perceptions of countries often change slowly over time - but then Russia invaded its neighbor.
Historic events can change a country’s global brand – and may affect whether its citizens want to even vote.
By reimagining faculty research in terms of its public value, business schools will position themselves as contributors to the greater global good.
For most companies, one of the key aspects to any new or ongoing initiative is being able to measure return on investment or ROI.
We develop a model in which customer capital depends on key talents' contribution and pure brand recognition.
We begin by reviewing three historical eras of branding development in the past: the information, attribute, and brand equity eras.
The law of trademark tarnishment—a type of trademark dilution—is in disarray.
The global view of the U.S. as a trustworthy nation drops for the third consecutive year in the Best Countries survey assessing 80 nations.
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