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.
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