Marketing Science: An Interview with Koen Pauwels, Vice Dean of Research, Northeastern University
Manage episode 403678726 series 3244504
Marketing today has grown far too complex for decisions to hinge on loose assumptions and guesswork. A more disciplined and fact-based approach is needed, supported by rigorous performance analysis, testing and forecasting, according to Koen Pauwels, one of the world’s leading marketing scientists.
44 episodes