Our objective was to understand how effective a firm is in attracting its target customers. To do this, we developed a model that relates a firm’s marketing activities to the mix of customers buying from the firm. Most marketing models simply ask how a firm’s marketing activities influence the number of customers buying the brand. We asked how a firm’s marketing activities influence the kinds of customers buying the brand.

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What is it ?
A conscious or subconscious process, in which people attempt to influence the perceptions of other people about a person, object or event by regulating and controlling information in social interaction
• Self-promotion
• Corporate image
Who cares ?
• Individuals in social interactions
• Recruiters and job seekers
• Companies
NAVAZHYLAVA Kseniya - EMLV |
- Management Dictionary
- Human Resources Management, Organizational Theory