Centro de Documentacion de Fundación MAPFRE - Case study : Allstate masters marketing measurement

MAP20089003723

Case study : Allstate masters marketing measurement / by Christine Spivey Overby with Elana Anderson and Katheryn A. Feffer. — Cambridge : Forrester, Inc., 2007

(Case study)

Sumario: At the US insurance giant Allstate, senior marketers have created a world-class measurement approach by focusing on both scientific methods and effective communication of measurement outcomes. But the secret to Allstate¿s measurement sucess lies in the most basic task: aligning its measurement system with marketing¿s mandate

1. Allstate Insurance Company . 2. Marketing . 3. Estrategia empresarial . 4. Comunicación . 5. Márketing de la empresa de seguros . I. Anderson, Elana . II. Feffer, Katheryn A. . III. Forrester . IV. Case study . V. Título.