Improving Marketing Productivity : Introducing the HAMRAT process

@inproceedings{Ambler2002ImprovingMP,
  title={Improving Marketing Productivity : Introducing the HAMRAT process},
  author={T. Ambler and Bruce G. S. Hardie},
  year={2002}
}
In a multi-brand organisation, the brands traditionally compete for resources in some degree of isolation, whether budgets are built top down or bottom up. This paper addresses a possibly growing demand for tools to allocate resources optimally across brands and/or markets. After reviewing the theory and some of the models available to UK practitioners, we develop a decision calculus model, called HAMRAT, that can be implemented within an Excel spreadsheet. The components of HAMRAT have been… CONTINUE READING

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