Prioritizing Marketing Image Goals in a Resource Constrained Environment

Customer input via conjoint analysis is used to assess relative importances for the multiple attributes that characterize the marketing image of a company. Management input is used to determine how expensive it would be (in terms of financial and human resources) to enhance the_x000B_image along each of the attributes. Customer and management inputs am combined to prioritize marketing image goals in such a way that enhancements in image are likely to produce the maximum benefit (customer value) per unit cost (firm’s resources). The approach is illustrated in the context of an actual application._x000B__x000B_