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23 Oct 2018
First Look

New Research and Ideas, October 23, 2018

forecasts: how they are aggregated, evaluated, and communicated to stakeholders. We expect to see greater use and aggregation of probability forecasts, especially given developments in statistical modeling, machine learning, and expert... View Details

Keywords: Dina Gerdeman

February 5, 2009
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In Praise of Marketing

By: John A. Quelch

Many dismiss marketing as manipulative, deceptive, and intrusive. Marketing, they argue, focuses too much of our attention on material consumption. More recently, Benjamin Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other... View Details

Keywords: Marketing; Consumer Loyalty; Local Vs. Global Branding; Multi-national Brands; Misleading and Fraudulent Advertising; Customer Value and Value Chain; Customer Satisfaction; Globalized Economies and Regions; Cross-Cultural and Cross-Border Issues; Multinational Firms and Management; Globalized Markets and Industries; Brands and Branding; Marketing Communications; Marketing Strategy; Product Positioning

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