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Marketing Science: An Interview with Koen Pauwels, Vice Dean of Research, Northeastern University
Manage episode 403678726 series 3244504
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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.
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