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a  version of this press release
a version of this press release

... in Europe and beyond. We believe that effective advertising self-regulation is a crucial tool in the European ‘Better Regulation’ toolbox. As one of Europe’s most effective advertising regulatory bodies, the ASAI have produced a Code following significant and broad public consultation which responds ...
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... marketing techniques and managing the firm’s marketing resources and activities. To develop effective and cost-efficient marketing management strategies, firms need to have an objective and detailed understanding of their own business and the market in which they operate, which requires an accurate, ...
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Marketing Solutions for Retail
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Role of Marketing Mix for Indian Marketers
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... centerpiece of my Internet strategy, because I know it provides my hotel company with  long­term competitive advantages and will lessen my dependence on intermediaries,  discounters and traditional channels that are expensive or about to become obsolete.  I know that the leading hospitality brands a ...
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Marketing mix modeling

Marketing mix modeling (MMM) is a term of art for the use of statistical analysis such as multivariate regressions on sales and marketing time series data to estimate the impact of various marketing tactics (marketing mix) on sales and then forecast the impact of future sets of tactics. It is often used to optimize advertising mix and promotional tactics with respect to sales revenue or profit.The techniques were developed by econometricians and were first applied to consumer packaged goods, since manufacturers of those goods had access to good data on sales and marketing support. The first companies dedicated to the commercial development of MMM were MMA (then Media Marketing Assessment) started in 1990 and the Hudson River Group founded in 1989. Other early pioneer-users of econometric modeling were the ATG group at the advertising agency JWT in the 1990s and later incorporated into MindShare ATG, BrandScience at Omnicom, and the specialist modeling agency OHAL since the late 1980s. These agencies took MMM from being a little-used and academic discipline to being a widespread and common marketing tool. Improved availability of data, massively greater computing power, and the pressure to measure and optimize marketing spend has driven the explosion in popularity as a marketing tool. In the recent times MMM has found acceptance as a trustworthy marketing tool among the major consumer marketing companies. Often in the digital media context, MMM is referred to as attribution modeling.
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