Marketing Science: An Interview with Koen Pauwels, Vice Dean of Research, Northeastern University

Customer First Thinking
28/02/2024 55 min
Marketing Science: An Interview with Koen Pauwels, Vice Dean of Research, Northeastern University

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Episode Synopsis

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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