Marketing et stratégie
- PDF, 19 p.
Brand equity in the data age
Mental availability, distinctive assets and the empirical case for long-term marketing investment
This paper synthesises Ehrenberg-Bass Institute research and IPA Effectiveness Databank evidence to examine what drives brand growth. It argues that growth stems chiefly from penetration rather than loyalty, built through mental availability, mass reach and distinctive brand assets over a 6–36 month horizon. It integrates the 60/40 principle and Double Jeopardy Law, and positions Media Mix Modelling as the link between brand investment and long-run financial returns.
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- PDF, 21 p.
Digital marketing in the Middle East and North Africa
Cultural dimensions, platform dynamics and the adaptation of analytical frameworks
This paper argues that Western marketing models, built on individualist, low-context and rational-actor assumptions, systematically misfit Arab consumer behaviour. Drawing on Hofstede's cultural dimensions, Hall's high-context communication framework and an analysis of MENA platform dynamics, it constructs an adapted strategic framework, specifies modifications to attribution modelling, Media Mix Modelling and customer lifetime value analysis, and treats the GCC, Levant and North Africa as distinct markets.
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