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First archived on: 2014-10-11

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Title: Wharton Marketing: Changing the World of Business - Marketing Department

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... world of business PDF Wharton Marketing Changing the World of Business Wharton s Marketing professors the largest most cited and most published marketing faculty in the world specialize in translating their state of the art research into practical tools that managers can use to make better decisions Snack food giant Frito Lay for example needed to know if the billions it spent each year on advertising was working Marriott wanted to launch a new chain of residence hotels but wasn t sure how the market would react to the idea Shell Oil wanted to redefine product offerings based on customers perceptions and needs These are just a handful of the corporations that have improved performance launched new products and refined their pricing and merchandising tactics using the market research tools created by the Wharton Marketing Department Powerful Analytical Tools Indeed Wharton began teaching and researching marketing before the field even existed initiating courses in 1909 in what was then known as merchandising Later Wharton marketing Professor Paul Green created the powerful tool called conjoint analysis a research method that revolutionized 20th century marketing by focusing on what to sell in the future rather than on what appealed to consumers in...

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