How does the Outcomes-Based Planning approach align with Professor Byron Sharp (Director of Ehrenberg-Bass Institute, Author of How Brands Grow: What Marketers Don’t Know)?
Submitted by Peter Klein on Thu, 10/22/2020 - 05:10
Our work would not agree with his recommendations on 1 and 3. We DO agree that brands are fighting for purchases from most of their buyers and we believe that this is an underlying mechanics for why targeting the movable middle with extra media weight makes so much sense.
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Our work would not agree with
Our work would not agree with his recommendations on 1 and 3. We DO agree that brands are fighting for purchases from most of their buyers and we believe that this is an underlying mechanics for why targeting the movable middle with extra media weight makes so much sense.
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