Shuba Srinivasan Combines Hard and Soft Marketing Metrics

in Marketing, MediaWatch, Video
February 22nd, 2010

Shuba Srinivasan, in her talk at the “Creating and Capturing Value through Marketing” conference at Boston University on April 3, 2009, explains her latest research, which integrates the traditional hard metrics of marketing with the softer, affective metrics such as brand image, liking, and awareness.

Shuba Srinivasan is Associate Professor and Dean’s Research Fellow in Marketing at Boston University School of Management.

This text will be replaced

Related Videos from the Creating and Capturing Value through Marketing Conference: