Applying Advanced Analytics to B-to-B Branding Research by John Colias, Ph.D
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Applying Advanced Analytics to B-to-B Branding Research by John Colias, Ph.D
B-to-B branding research can be a far more effective strategic tool for understanding a company's brand and factors that make up its brand equity. Advanced factor analysis, regression and simulation tools enable B-to-B marketing researchers to quantify brand equity and predict, virtually in real-time, the impact of specific actions on the company's brand and on competitive brands.
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