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Why the MAX Initiative Is So Important to Agencies
Issues and Insights
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AAAA academics adver advertisers and agencies advertising agencies advertising and marketing advertising budgeting process advertising effectiveness advertising expenditures Advertising Research Foundation advertising spending advertising/marketing AdWorks allocation Andersen Consulting approach best practices black box Bozell Worldwide brand equity brand managers build brands campaign CEOs and CFOs changes client companies consumer copy quality copy testing corporate creative Customer Relationship Management Exhibit Financial Performance firms Florida International University framework Frito-Lay Greyser Harvard Business School impact increase industry integration Intel Internet investment issues long-term loyalty market share market-based assets marketing expenditures marketing mix models marketing research Marketing Science Institute MAX Advisory Council MAX initiative MAX Program measures media mix Media planning media-neutral packaged Paul Root percent perspectives price promotions profits Rajendra Rajendra Srivastava relationship response role scanner data senior management Shareholder Value short-term Srivastava strategic trade promotion TV advertising understanding value driver