营销科学创新：你的品牌耐候性之路（英文版）.pdf

CATALYSTS DRIVING SUCCESSFUL DECISIONS IN LIFE SCIENCES MARKETING SCIENCE INNOVATION : THE ROAD TO WEATHERPROOFING YOUR BRAND EDGE OF INSIGHT J ULY 2018 ASSESSING TRADE WINDS – A BREAKTHROUGH IN MARKETING SCIENCE PAGE 3 Seen by those in the know as a secret weapon for savvy marketers1, marketing science has to some extent been operating below the radar – despite having a decades-long heritage of bringing scientific rigor to marketing. By combining fields such as economics, of insight can do much to improve statistics and operations research, it business outcomes, but fundamentally, has delivered new insights on brands, they still see pharma marketers stuck pricing, product portfolios and market looking to the past for a guess at the selection, while technological advances future. have allowed marketing scientists to accomplish things they could only have That has now reached an important dreamed of a few years ago. inflection point, with a ground-breaking piece of marketing science research that Data has been key to this, particularly sets the scene for an entirely new way of as the convergence of big data and measuring brand equity and translating machine learning begins to drive more it into a roadmap for real-world market powerful data-driven marketing, but share gains. fundamentally the discipline is awaiting its next big breakthrough. This report will explore the marketing science research and methodology, and With a far more challenging landscape reveal how it can be