About this document
Marcom Challenges and Brand Equity Insights by Lilik C. Mafula is a document available to read on EtoBox.
The document discusses the challenges of marketing communications (Marcom) in enhancing brand equity, influencing behavior, and being accountable. It covers desired outcomes of Marcom efforts, the concept of brand equity from firm and customer perspectives, how brand equity can be enhanced, benefits of enhancing brand equity, and characteristics of world-class brands. It also discusses the difficulty of measuring Marcom effectiveness and assessing effects with marketing-mix modeling.
- Author
- Lilik C. Mafula
- Language
- EN