Index
Symbols
# (count), 7
$ (Dollar Terms), 6
% (percentage), 6
A
A.C. Nielsen, 207
Aaker, David, 137
AAU (Awareness, Attitudes, and Usage), 51
attitude, 53
awareness and knowledge, 52
calculating, 52
cautions, 54–55
data sources, 54
purpose, 51
usage, 54
abandoned purchases, 331
abandonment, 328
abandonment rate, 331
accepters, 45
accountability, 2
acquisition versus retention, 176–178
ACV (all commodity volume), 184, 202–205
ad awareness, 53
adjusting for periodic changes, 54
advertising. See also impressions
as percentage of sales, 101
price versus cost, 314
advertising effectiveness, 307, 309
advertising exposure, 307
Ailawadi, Kusum, 137
all commodity volume (ACV), 184, 202–205
allowances, slotting, 101
apparel retailers, customers,
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