Business Commons^™

The Impact Of College And University Advertising Expenditures On Key Performance Indicators Using Business Analytics Modeling, Alison Munsch, Jason Diffenderfer, Charles Cante

Communications of the IIMA

Marketers in the 21st century now more than ever face a competitive business environment. The battle for marketers to to capture value from customers across a variety of verticals in the form of brand equity and sales is as fierce as it has ever been. This is because customers have numerous choices partially driven by the access and information provided by the internet (Solomon, 2017). As such, consumers are exposed to a plethora of alternative products and services more than ever as compared to the past. As such, consumers apply a high level of effect in the market about several …