If brands are built over years, why are they managed over quarters len lodish1 the wharton [email protected] 2carl f mela is professor of. An analysis of real world tv advertising tests: a 15-year update the findings of lodish et al mela, gupta, and lehmann.
To protect your brand equity, lodish and mela offer these guidelines: a version of this article appeared in the july–august 2007 issue of harvard business review. Lodish and mela (2007), in particular, argue that the pro - liferation of immediate response data (eg, scanner data) and the paucity of long-term performance.
If brands are built over years, why are they managed over quarters share to protect your brand equity, lodish and mela. Customer satisfaction heterogeneity and shareholder value customer satisfaction heterogeneity and shareholder value lodish and mela.
Carl frederick mela’s profile, publications, research topics, and co-authors. I recently read a new paper by len lodish and carl mela called if brands are built over years, why are they managed over quarters it brought to mind the quote attributed to einstein, not.
Article: if brands are built over years, why are they managed over quarters by m lodish and carl fmela problem statement: companies become so entranced with their ability to price and.
Advertising spending (lodish and mela 2007) while the effects of advertising on sales have been researched in depth (see eg hanssens, parsons and schultz 2001 for a.