All About Marketing Podcast

In this episode, we examine the ethical and legal responsibilities of sales managers, where the pressure to perform meets the obligation to act responsibly. The discussion opens with an exploration of the real-world tensions salespeople face—from demanding quotas to intense competition—that can push even well-intentioned professionals toward ethical gray areas or outright legal violations.Listeners will hear about case studies of misconduct, including bribery, price discrimination, and product misrepresentation, and learn how these actions not only erode trust but also frequently cross into violations of federal law.The episode then turns to the strategies companies use to foster ethical behavior, such as establishing written codes of conduct (like those of the American Marketing Association), offering ethics training, and ensuring managers model ethical decision-making in their daily leadership.Finally, we explore the broader legal landscape that governs sales practices, covering key federal regulations, Green River Ordinances, and cooling-off laws that protect consumers and promote fair competition.By blending practical cases with regulatory insight, this episode underscores that ethical sales management isn’t just about compliance—it’s about cultivating a culture of integrity that safeguards both the company and the customer.

In this episode, we explore the strategic and managerial challenges of evaluating sales performance, where data, judgment, and human behavior intersect. The discussion begins with the Seal Rite Envelope Company case, in which Sales Manager Rose Douglas investigates customer profitability data to uncover inefficiencies in marketing focus and sales call allocation—a vivid example of how performance evaluation reveals deeper strategic issues.Building on this case, the episode delves into the core principles of salesperson evaluation, explaining why it is both essential and inherently difficult. Listeners will learn about the five-step evaluation process, which includes selecting evaluation criteria, setting standards, comparing performance, and providing constructive feedback.The episode also distinguishes between output measures—such as sales volume and gross margin—and input measures, including call frequency and presentation quality. Along the way, it highlights common challenges such as subjectivity, data comparability across territories, and the critical role of clear job descriptions in ensuring fairness and accuracy.Ultimately, this episode demonstrates that effective sales evaluation is more than a performance review—it’s a strategic tool for improving efficiency, guiding development, and aligning individual effort with organizational goals.

In this episode, we dive into the financial side of marketing performance—how firms assess the profitability of their sales operations across territories, products, and customer segments. The discussion walks listeners through the process of transforming accounting ledger data into activity-based costs, showing how these expenses are allocated to specific market segments to reveal the true sources of profit and loss.We then tackle one of the most debated topics in marketing finance: the allocation of indirect costs and the ongoing controversy between the full-cost approach (which assigns all costs to a unit) and the contribution-margin method (which measures each unit’s contribution to overhead). Each method offers distinct managerial insights—and potential pitfalls—when evaluating performance.Finally, the episode introduces key financial metrics of efficiency and return, including Return on Investment (ROI) and Return on Assets Managed (ROAM), explaining how these tools help firms gauge not only market segment profitability but also the overall effectiveness of sales management.By the end, listeners will understand that profitability analysis isn’t just about numbers—it’s about uncovering where value is truly created, and using that insight to guide smarter, more strategic marketing decisions.

In this episode, we explore the final stage of sales force management—performance evaluation, where data meets decision-making. The discussion highlights the critical link between planning and evaluation: planning establishes goals, while evaluation measures outcomes, making the two inseparable in any effective sales strategy.Listeners will learn about the key evaluation tools and frameworks, including Sales Volume Analysis (SVA) and Marketing Cost Analysis (MCA)—methods that combine to form a comprehensive Marketing Profitability Analysis (MPA). The episode also examines the 80–20 principle, revealing how a small portion of marketing efforts often generates most of a firm’s profits and how recognizing this imbalance can help redirect resources more effectively.Finally, we look at how Sales Force Automation (SFA) technology is transforming performance evaluation by providing faster, more accurate, and actionable insights.From case application to analytical tools, this episode demonstrates that effective evaluation is not the end of the management process—it’s the feedback loop that drives continuous improvement and strategic alignment in sales organizations.

In this episode, we dive into the art and science of sales territory design and management, exploring how companies balance efficiency, equity, and profitability across complex markets. The discussion opens with a compelling case: Michiko Takanaga, a manager tasked with cutting her department’s budget by $12 million, must find ways to reduce costs—primarily through payroll—without undermining the performance of her most profitable operations. Her dilemma captures the human and strategic tension at the heart of territory management.From there, the episode unpacks the theory and process behind designing sales territories, explaining how managers use control units like counties and zip codes to structure sales coverage effectively. Listeners will learn the two primary design methods—the buildup method, which equalizes workload, and the breakdown method, which equalizes sales potential—and how each approach helps balance opportunity and effort across the sales force.Finally, we discuss the dynamic nature of territories, exploring when and why revisions become necessary, the problem of claim jumping, and the tools sales managers use to optimize efficiency through routing techniques and computerized planning systems.Through real-world decisions and practical frameworks, this episode reveals how thoughtful territory design isn’t just about geography—it’s about aligning people, performance, and profitability.

In this episode, we explore the strategic foundation of sales planning—the processes of forecasting and budgeting that guide every major business decision. Using Otis Elevator Company as a case example, the episode illustrates how accurate forecasts shape a company’s allocation of resources across production, finance, and marketing, linking analytical precision to organizational performance.Listeners will learn the key distinctions between market potential, sales potential, and sales forecast, and discover the range of techniques used to estimate them—from market-factor derivation and buyer-intention surveys to test markets that simulate real-world conditions. The episode also unpacks the major sales forecasting methods, including survey-based, mathematical (like moving averages and regression analysis), and operational approaches, revealing how firms blend quantitative rigor with managerial judgment.The discussion concludes with an in-depth look at budgeting, explaining how sales forecasts directly inform the development of sales budgets, selling-expense budgets, and administrative budgets—ensuring strategic alignment and financial discipline.Ultimately, this episode shows how effective forecasting and budgeting transform uncertainty into strategy, turning data into direction and projections into performance.

In this episode, we delve into the essence of leadership in sales organizations—what sets a true leader apart from a manager, and why leadership is indispensable to sales success. The discussion contrasts two foundational approaches: transactional leadership, centered on supervision and operational control, and transformational leadership, which seeks to inspire a shared vision and elevate team performance beyond expectations.Listeners will gain insight into the personal traits and managerial skills that define effective leaders, as well as the principles of situational leadership, where style and strategy adapt to the needs of each salesperson and circumstance. The episode also explores the tools of leadership, from direct personal engagement to the use of telecommunications for motivation and oversight in modern, dispersed sales teams.Finally, we confront the real-world challenges sales managers face—addressing poor performance, navigating ethical and behavioral issues such as substance abuse and sexual harassment, and maintaining professionalism under pressure.Through this exploration, the episode reveals that great sales leadership isn’t just about managing tasks—it’s about guiding people, shaping culture, and inspiring performance across every level of the organization.

In this episode, we examine the strategic and administrative challenges behind managing sales force expenses and transportation—critical yet often overlooked elements of sales management. The discussion opens with a case study of a salesperson pushing for a lower quota due to the financial strain of commission-based travel, setting the stage for a broader look at how expense policies influence motivation and fairness.Listeners will explore the different systems companies use to control expenses, including unlimited-payment plans, limited-payment plans, and combination quotas, each offering a unique balance between control and flexibility. The episode also unpacks the complex world of sales transportation management, weighing the pros and cons of employee-owned, company-owned, and leased vehicles, and examining how factors like mileage, maintenance costs, and IRS regulations shape corporate decisions.Finally, we broaden the lens to include the ethical and international dimensions of expense management—how firms navigate varying cultural norms, economic contexts, and integrity standards when handling travel and reimbursement practices.By combining practical policy design with ethical reflection, this episode reveals how the management of expenses and mobility can profoundly impact both sales performance and organizational trust.

In this episode, we explore the strategic art of sales force compensation—how pay structures, incentives, and expense management shape motivation and drive organizational success. The discussion begins with a breakdown of the major compensation models, including straight salary, straight commission, and hybrid plans that combine salary with commissions or bonuses. Each approach carries its own balance of risk, reward, and control, and listeners will learn how managers select the right structure for their team and objectives.The episode then examines the core principles of plan design: setting appropriate earning levels, aligning effort with reward, and using quotas, bonuses, and expense policies to guide salesperson behavior while maintaining financial discipline. Attention is also given to managing sales-related expenses and transportation, areas that often test a manager’s ability to balance autonomy and accountability.Throughout, we emphasize the values of fairness, simplicity, and adaptability—hallmarks of compensation systems that keep sales forces motivated and aligned with company strategy.Ultimately, this episode shows that compensation isn’t just about money—it’s a management tool that connects performance to purpose, ensuring that both the salesperson and the organization achieve lasting success.

This episode dives deep into the psychology of motivation within sales force management—how managers can understand, inspire, and direct the inner drive that fuels performance. The discussion begins with a central truth: all motivation is self-motivation, yet effective managers act as catalysts who help salespeople connect their effort to meaningful rewards.Listeners will explore key behavioral theories of motivation, including Maslow’s hierarchy of needs and Herzberg’s dual-factor theory, and how these frameworks help leaders identify what truly motivates each individual on their team. The episode also breaks down the critical links between effort, performance, and rewards, revealing why understanding these connections is essential to sustaining long-term engagement.From there, we turn to the motivational mix—a balance of financial rewards, such as compensation plans and contests, and nonfinancial incentives, like recognition and job enrichment. The episode also tackles common challenges such as the plateaued salesperson and the role of sales force segmentation in tailoring motivation strategies.Finally, we set the stage for what comes next: a closer look at sales force compensation, the most powerful financial lever managers have to influence behavior and performance.

In this episode, we unpack the core principles of sales training—what makes programs effective, sustainable, and worth the investment. Drawing from both practical cases and management insights, the episode highlights the four essential phases of a successful training program: assessment, design, reinforcement, and evaluation.Listeners will encounter vivid examples from the field, including a veteran salesperson resisting new training and a manager, Mo Martin, considering early retirement after struggling with job dissatisfaction. These stories underscore the challenges sales leaders face and the importance of thoughtful managerial guidance and expert consulting in creating lasting impact.Beyond the anecdotes, we explore the strategic value of sales training in today’s competitive marketplace—why it matters, who should be trained (from new hires to seasoned reps, managers, and even customers), and how different training methods—from lectures and role-playing to web-based modules—help shape sales excellence.By blending theory and real-world challenges, this episode reveals how effective training isn’t just about teaching techniques—it’s about building capability, confidence, and culture across the entire sales organization.

In this episode, we examine the final and most critical stages of sales force staffing—selection, hiring, and assimilation. The story begins with a business case featuring Jim Shaw, a consultant called in to rescue a struggling multi-company firm plagued by high turnover and poor hiring decisions. His challenge reveals how flawed selection processes can undermine even the strongest sales strategies.From this real-world problem, the episode transitions into the academic and managerial foundations of effective selection. Listeners will learn about the major selection tools used in sales management—from application forms to structured, behavioral, and stress interviews, as well as psychological testing—along with the importance of legal compliance, fairness, and validation in each step.The episode concludes with an exploration of what happens after the hire: how thoughtful onboarding, mentoring, and socialization help transform new employees into fully integrated, high-performing members of the sales team.By connecting case analysis with practical guidance, this episode shows that successful staffing doesn’t end with a job offer—it begins with careful selection and continues through deliberate assimilation, ensuring both the salesperson and the organization thrive.

In this episode, we explore the sales force staffing process—how companies identify, recruit, and select the right people to drive success. The discussion begins with a case from Excel Tools, Inc., a firm facing tough choices about how to structure its regional sales organization amid questions of specialization and management alignment.From this practical scenario, the episode transitions to the broader phases of staffing, beginning with job analysis and job profiling—the foundation for creating clear, accurate job descriptions that align with company goals. We then examine the complex world of recruiting, including where and how firms find top candidates—from referrals and current employees to competitors, online platforms, and universities—while addressing the growing emphasis on diversity, fairness, and compliance with non-discrimination and affirmative action laws.The episode concludes by outlining the final three stages of staffing—selection, hiring, and assimilation—and previews the role of modern selection tools such as interviews and psychological assessments.Through both theory and example, this episode reveals how effective staffing is not just about filling positions—it’s about strategically shaping the people, culture, and structure that define a successful sales organization.

This episode dives into the strategic organization of the sales force—how companies design, structure, and manage teams to drive performance in an evolving marketplace. The discussion begins with the fundamentals of organization, defined as a structured system of coordinated activities that align people toward a shared goal.Listeners will explore the major types of organizational structures—line, line-and-staff, functional, and horizontal—and learn how each shapes decision-making, communication, and control. The episode also examines key forms of sales force specialization, from geographic territories to product-based and market-based designs, including the use of product managers to bridge marketing and sales priorities.Building on these foundations, we turn to modern alternatives like strategic account management, team selling, and partnerships with independent sales organizations such as agents and distributors. Finally, the episode highlights how e-commerce and telemarketing are redefining traditional boundaries, pushing companies toward flatter, more customer-centric structures.Through this exploration, listeners gain a clear understanding of how organizational design isn’t just about hierarchy—it’s about creating alignment, adaptability, and customer value in every sales interaction.

In this episode, we break down the personal selling process—a structured yet flexible framework that defines how great salespeople create value and build lasting relationships. Listeners will follow the eight essential steps that guide every successful sales interaction, from the first prospect to long-term partnership.We begin with prospecting, the search for qualified leads through referrals, directories, and digital tools, and move into the preapproach, where research and planning set the stage for a purposeful conversation. The episode then walks through the initial approach, the need assessment phase—centered on asking the right questions—and the presentation, where benefits come to life through tailored storytelling and demonstrations.Finally, we explore how to handle objections, gain commitment, and execute the all-important follow-up that turns a one-time sale into a trusted relationship.Whether you’re new to sales or refining your craft, this episode reveals how each step of the process connects to the next—showing that successful selling isn’t about persuasion, but about understanding, value creation, and relationship building.

In this episode, we explore the strategic foundations of sales force management and its vital role within a firm’s broader marketing and planning system. The discussion begins with a real-world scenario: Paula Ruiz, a manager faced with a tough personnel decision between two candidates—Price and Janice Wilson—for a key sales management position. The case sheds light on the internal challenges that accompany leadership and organizational alignment.From there, the episode examines the core principles of strategic planning, explaining how effective sales management depends on understanding both the external environment—demographic, economic, legal, technological, and competitive factors—and the firm’s internal dynamics.Listeners will also trace the evolution of marketing management from production and sales orientations to marketing and relationship orientations, uncovering how these stages shape today’s integrated approach. The conversation concludes with a look at emerging strategic trends, including online selling, the rise of multiple sales channels, and the balance between transactional and consultative relationship strategies.Through case and theory, this episode offers a clear view of how strategic thinking and people management converge to define success in modern sales organizations.

This episode explores how artificial intelligence is transforming sales force management, a cornerstone of modern marketing strategy. We trace the evolution from traditional transaction-based selling to relationship-driven approaches that prioritize trust, insight, and long-term value creation.Listeners will learn how AI reshapes the nature of sales jobs—streamlining prospecting, enhancing customer intelligence, and redefining roles across development, support, and maintenance functions. We also unpack the shifting hierarchy of sales management positions as organizations integrate data analytics and automation into daily operations.Finally, the episode tackles the new challenges facing sales leaders: balancing human connection with algorithmic precision, fostering diversity in increasingly tech-driven teams, upholding ethical standards amid data-driven decision-making, and staying agile in a world where AI doesn’t just assist sales—it redefines what it means to sell.

In this episode, we tackle two crucial dimensions of modern marketing: sustainability and legality. First, we dive into the world of sustainable marketing and corporate social responsibility—unpacking how businesses are responding to societal concerns through ethical practices, conscious consumerism, and eco-friendly products. Then, we shift to the legal side of marketing, exploring the U.S. regulatory framework that shapes decisions around product development, pricing, distribution, and promotion. We also touch on how these legal standards differ across global markets. It’s a comprehensive look at how brands can stay responsible, ethical, and compliant while still driving growth.

In this episode, we take you inside The Global Marketplace—a look at what it takes for businesses to expand beyond borders. We explore the key strategic decisions companies face when entering international markets, from assessing global conditions to adapting marketing strategies for different cultures and economies. You'll hear how legal, technological, and economic factors shape global operations, and we’ll break down practical frameworks that help businesses navigate the complexities of going global. Whether you're eyeing international growth or just curious about the world of global marketing, this episode covers the essentials.

What does it take to stand out in a crowded market? In this episode, we explore how businesses create competitive advantages by truly understanding their customers, sizing up the competition, and crafting smart marketing strategies. From cost leadership to differentiation and niche positioning, we break down the core approaches companies use to win in their industries. Featuring real-world examples—from tech giants like Microsoft to legacy brands like Kodak and everyday retail players—we highlight how firms analyze their strengths, adapt to market dynamics, and build lasting market positions.

In this episode, we dive into the world of personal selling and sales promotion—two powerful tools for building customer relationships and driving results. We walk through the personal selling process step by step, from prospecting and pitching to closing the deal and following up. You'll also hear about key sales promotion tactics that spark interest and boost engagement. Plus, we explore how to manage, motivate, and measure a high-performing sales team, and how digital tools are reshaping the future of selling. Whether you're leading a sales force or just curious about what makes selling work, this episode delivers the essentials.

In this episode, we dive into the dynamic world of advertising and public relations. From shaping brand image to crafting effective promotional strategies, we explore how companies communicate with the public across a range of channels. We unpack the decision-making behind ad and PR campaigns, and highlight how these efforts come together for a unified brand voice. With real-world examples and insights into today’s evolving media landscape, this episode shows how smart communication drives connection—and impact.

This episode is all about Integrated Marketing Communications—or IMC—and why a unified message matters more than ever. We explore how today’s fragmented media landscape calls for a strategic blend of tools like advertising, sales promotions, personal selling, and public relations to create a cohesive brand voice. You'll hear how smart marketers align these elements to connect with their audience across multiple touchpoints. We also dive into the importance of truly understanding your target market and crafting campaigns that not only cut through the noise but also build lasting customer relationships and brand value.

In this episode, we dive into the dynamic world of retail and wholesale. From the many types of retailers and how they operate, to the growing influence of online shopping, we break down what’s shaping the modern retail experience. We also unpack the different forms of wholesaling and why it plays such a vital role in getting products from producers to consumers. Plus, we explore the key marketing decisions that drive success in both sectors. Whether you're a business student or just curious about how goods make their way to your hands, this episode sheds light on the fascinating inner workings of retail and wholesale.

In this episode, we take a deep dive into how businesses get their products into customers’ hands—both offline and online. First, we explore marketing channels and distribution systems, from traditional retail models to innovative ways companies design and manage their routes to market. Then, we shift gears to the digital space, where we unpack the rise of digital marketing and how it’s transforming the way brands connect with audiences. From SEO to social media, we cover the strategies and platforms that drive engagement in today’s connected world. It’s a full-circle look at delivering value—wherever your customers are.

How do businesses decide what to charge? In this episode, we explore the art and science of pricing strategy. From cost-based and value-based pricing to competitive approaches, we break down the methods companies use to set prices that resonate with customers and drive results. We also look at the key factors that shape pricing decisions—like market dynamics, customer perceptions, and the product life cycle—along with the legal and ethical boundaries marketers need to navigate. Whether you're launching a new product or refining your strategy, this episode offers a clear guide to pricing with purpose.

In this episode, we break down the powerful role pricing plays in a company’s success. More than just a number on a tag, price is a key player in creating customer value and driving strategy. We explore different pricing approaches—from cost-based to value-based to competition-driven models—and look at how both internal goals and external market forces shape pricing decisions. Whether you're setting your first price or rethinking your pricing strategy, this episode offers a clear, practical guide to making smart, strategic pricing choices that align with your broader marketing goals.

In this episode, we explore how great products come to life—and what it takes to keep them thriving. We start with the early stages of innovation, from spotting opportunities to generating bold new ideas. Then, we walk through the product life cycle, tracking how products evolve from launch to eventual decline. Along the way, we break down the marketing strategies that help new offerings succeed, touch on global product decisions, and consider the role of social responsibility. If you’ve ever wondered what goes into managing a product from concept to legacy, this one’s for you.

In this episode, we unpack the world of products, services, and branding—and how they all work together to create customer value. We explore what defines a product versus a service, and why those differences matter. From there, we dive into branding strategies, including how companies build brand equity and position themselves in the minds of consumers. You'll also hear about the role of packaging, labeling, and product support in shaping the customer experience. Whether it’s a physical good or a service, this episode shows how smart product and brand management drives real business success.

In this episode, we dive into one of the most important pillars of marketing: building a customer value-driven strategy. We walk through the key steps—from segmenting the market into meaningful groups, to identifying which segments to target, and then crafting a value proposition that truly resonates. You’ll hear how companies differentiate their offerings and position themselves in a way that stands out in the minds of their ideal customers. It’s a practical framework for creating real value—and winning loyal fans in the process.

In this episode, we shift gears to the world of B2B—business markets and the behavior of business buyers. We break down what drives companies to make purchasing decisions, from identifying a need to evaluating the final buy. You'll learn about different buying situations, who’s actually involved in the decision-making process, and how digital and social media are reshaping business-to-business marketing. We’ll also explore the distinct characteristics of government markets and what sets them apart. Whether you're in B2B marketing or just curious about what happens behind the scenes, this episode is packed with insight.

In this episode, we explore what really drives people to buy. Based on insights from a key marketing textbook, we break down the fundamentals of consumer behavior and market dynamics. From understanding the consumer market to unpacking each stage of the buying decision process, we dive into how cultural, social, and psychological forces influence choices. We also take a closer look at different types of buying decisions, how consumers adopt new products, and the powerful role social influences—like opinion leaders—play in shaping what people purchase. It’s a deep dive into the “why” behind the buy.

In this episode, we dive into the world of marketing intelligence and research—key tools for truly understanding customers and the ever-evolving marketplace. We explore how businesses gather and analyze data from sources like big data and internal systems to uncover valuable insights. From surveys to experiments, we break down the different research methods marketers use, and why interpreting those findings is essential for making smart, strategic decisions. Tune in to learn how tapping into the right information can help brands better connect with their audience and hit their marketing goals with precision.

Welcome back to the show! In this episode, we’re diving into a critical topic every marketer needs to understand: the marketing environment.We’re unpacking insights from Chapter 3, which focuses on the forces—both big and small—that shape how businesses operate. On one side, you’ve got the microenvironment: things like competitors, suppliers, and partners that directly impact a company’s day-to-day. And on the other, there’s the macroenvironment—larger forces like demographic shifts, economic conditions, technology, politics, and even culture.We’ll talk about why keeping a pulse on these factors is so important, not just for crafting smart marketing strategies, but for staying ahead in a constantly changing world.You’ll also hear how these environmental forces affect consumer behavior and influence broader market trends—and why successful companies are the ones that know how to adapt.So if you’ve ever wondered how outside forces shape what businesses do—and how marketers respond—this episode is for you.

Hey everyone, and welcome back to the podcast! In today’s episode, we’re diving into one of the foundational topics in marketing: how companies create strategies that drive customer engagement, deliver value, and build lasting relationships.We’re taking a closer look at what goes into a company’s overall strategic plan—and more importantly, how marketing fits into the big picture. Marketing isn't just about selling products; it's about helping organizations reach their goals by deeply understanding what customers need and value.We’ll explore why customer relationships are at the heart of any successful strategy, and break down the core marketing management functions—things like planning, implementation, and control.Plus, we’ll introduce a few essential tools and frameworks marketers use to spot opportunities and build strategies that really work.Whether you're brand new to marketing or brushing up on the basics, this episode lays the groundwork for everything to come.

Welcome to the first episode of our introduction to marketing series! Today, we’re kicking things off with an introduction to the world of marketing—what it is, why it matters, and how it works.At its core, marketing is all about creating value for customers. It’s the engine behind how companies understand what people want, and how they design products, services, and experiences to meet those needs.In this episode, we’ll walk through some of the foundational concepts that shape modern marketing—like the marketing mix, the value proposition, and why building strong customer relationships is so important.We’ll also explore the main goals of marketing: understanding the marketplace, getting to know your customers, and crafting strategies that deliver real impact.Think of this as your launchpad into marketing—a solid base that we’ll keep building on in the episodes to come.

Using conjoint analysis for new product designs. Watch the lecture videos at ⁠https://www.youtube.com/playlist?list=PL5jUE3nEkgvVYaz7esB8y5150UDR-HJawAn Excel book for business model (not just marketing): ⁠https://amzn.to/4lpIZgC⁠To go further, here is a book for Advanced Marketing Analytics: ⁠https://amzn.to/43NQ3gO⁠An in-depth book on conjoint analysis: ⁠⁠https://amzn.to/4jnXbES⁠

Using regression to make predictions based on know historical records. Watch the lecture videos at ⁠https://www.youtube.com/playlist?list=PL5jUE3nEkgvVYaz7esB8y5150UDR-HJawAn Excel book for business model (not just marketing): ⁠https://amzn.to/4lpIZgC⁠To go further, here is a book for Advanced Marketing Analytics: ⁠https://amzn.to/43NQ3gO⁠

How to use experiments to establish the causal relationships between marketing mix and outcome. Watch the lecture videos at ⁠https://www.youtube.com/playlist?list=PL5jUE3nEkgvVYaz7esB8y5150UDR-HJawAn Excel book for business model (not just marketing): ⁠⁠https://amzn.to/4lpIZgC⁠⁠To go further, here is a book for Advanced Marketing Analytics: ⁠⁠https://amzn.to/43NQ3gO⁠⁠

Using solver to find optimal location and salesforce effort distributions. Watch the lecture videos at ⁠https://www.youtube.com/playlist?list=PL5jUE3nEkgvVYaz7esB8y5150UDR-HJawAn Excel book for business model (not just marketing): ⁠⁠https://amzn.to/4lpIZgC⁠⁠To go further, here is a book for Advanced Marketing Analytics: ⁠⁠https://amzn.to/43NQ3gO⁠⁠

Understanding how price optimization works. Pricing with Excel solver. Product tie-in pricing. Watch the lecture videos at ⁠https://www.youtube.com/playlist?list=PL5jUE3nEkgvVYaz7esB8y5150UDR-HJawAn Excel book for business model (not just marketing): ⁠⁠https://amzn.to/4lpIZgC⁠⁠To go further, here is a book for Advanced Marketing Analytics: ⁠⁠https://amzn.to/43NQ3gO⁠⁠

Understanding and estimating customer lifetime value (CLV). Watch the lecture videos at ⁠https://www.youtube.com/playlist?list=PL5jUE3nEkgvVYaz7esB8y5150UDR-HJawAn Excel book for business model (not just marketing): ⁠⁠https://amzn.to/4lpIZgC⁠⁠To go further, here is a book for Advanced Marketing Analytics: ⁠⁠https://amzn.to/43NQ3gO⁠⁠

How to target customers based on their past behavior or preferences. Watch the lecture videos at ⁠https://www.youtube.com/playlist?list=PL5jUE3nEkgvVYaz7esB8y5150UDR-HJawAn Excel book for business model (not just marketing): ⁠⁠https://amzn.to/4lpIZgC⁠⁠To go further, here is a book for Advanced Marketing Analytics: ⁠⁠https://amzn.to/43NQ3gO⁠⁠

Profiling customers by summarizing their profiles. Watch the lecture videos at ⁠https://www.youtube.com/playlist?list=PL5jUE3nEkgvVYaz7esB8y5150UDR-HJawAn Excel book for business model (not just marketing): ⁠⁠https://amzn.to/4lpIZgC⁠⁠To go further, here is a book for Advanced Marketing Analytics: ⁠⁠https://amzn.to/43NQ3gO⁠⁠

Different types of advertising, evaluating advertising effectiveness. Watch the lecture videos at ⁠https://www.youtube.com/playlist?list=PL5jUE3nEkgvVYaz7esB8y5150UDR-HJawAn Excel book for business model (not just marketing): ⁠⁠https://amzn.to/4lpIZgC⁠⁠To go further, here is a book for Advanced Marketing Analytics: ⁠⁠https://amzn.to/43NQ3gO⁠⁠

The role of data and understanding data in marketing analytics.Watch the lecture videos at ⁠https://www.youtube.com/playlist?list=PL5jUE3nEkgvVYaz7esB8y5150UDR-HJawAn Excel book for business model (not just marketing): ⁠⁠https://amzn.to/4lpIZgC⁠⁠To go further, here is a book for Advanced Marketing Analytics: ⁠⁠https://amzn.to/43NQ3gO⁠⁠

Introduction to marketing analytics. Watch the lecture videos at https://www.youtube.com/playlist?list=PL5jUE3nEkgvVYaz7esB8y5150UDR-HJawAn Excel book for business model (not just marketing): ⁠⁠https://amzn.to/4lpIZgC⁠⁠To go further, here is a book for Advanced Marketing Analytics: ⁠⁠https://amzn.to/43NQ3gO⁠⁠

Basics and logistics of a full marketing analytics course. Watch the lecture videos at ⁠https://www.youtube.com/playlist?list=PL5jUE3nEkgvVYaz7esB8y5150UDR-HJawAn Excel book for business model (not just marketing): https://amzn.to/4lpIZgCTo go further, here is a book for Advanced Marketing Analytics: https://amzn.to/43NQ3gOAn in-depth book on conjoint analysis: ⁠https://amzn.to/4jnXbES