haku: @indexterm Advertising agencies / yhteensä: 175
viite: 38 / 175
| Tekijä: | Brody, E. I. |
| Otsikko: | Marketing Engineering at BBDO |
| Lehti: | Interfaces
2001 : MAY-JUN, VOL. 31:3, p. s74-s81 |
| Asiasana: | MARKETING ADVERTISING ADVERTISING AGENCIES |
| Kieli: | eng |
| Tiivistelmä: | The BBDO advertising agency began using OR techniques in the 1960s and learned several lessons, such as that an in-house group was needed to build user trust and that models must support decision makers, not try to replace them. The area of new-product introduction was especially challenging and gave rise to the authors' most successful result-the NEWS model. Its application for the introduction of Wrigley's Extra sugar-free gum exemplifies the use of a marketing model by a manufacturer. BBDO has also had success in the areas of established brand modeling and marketing resource allocation. Marketing engineering is a young discipline and can continue to make important contributions if it retains its relation to marketing practice. |
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