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Marketing Mix Decisions: New Perspectives and Practices 

 
 

Table of Contents

Foreword
Dennis Dunlap, CEO AMA

Introduction
Marketing Mix Resource Allocation and Planning Challenges


Part One: Contemporary Perspectives: An Overview of Marketing Mix Resource Allocation and Planning Models and Approaches

  • Allocating Marketing Resources
    Sunil Gupta and Thomas Steenburgh 

Part Two: Marketing Mix Resource Allocation and Planning in Practice

  • Marketing Effectiveness: Practical Approaches to Measurement and Management
    Gordon Wyner

  • Practical Measurement of Advertising Impact: The IBM Experience
    Todd M. Powers and Anil Menon

Part Three:  Marketing Mix Resource Allocation and Planning: Redeployment Applications

  • Optimal Allocation of Marketing Mix Resources: B2C and B2B Case Studies
    V. Kumar

  • Strategic Allocation of Marketing Resources: Methods and Insights
    Venkatesh Shankar


Afterword
Taking Stock

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