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- Marketing Excellence American Express from Marketing Management (Subscription) Kevin Lane Keller; Philip Kotler - 15th edition book, Questions 2. Evaluate American Express’s integration of its various businesses. What recommendations would you make to maximize the contribution to equity of all its business units? Is the corporate brand sufficiently coherent?Put this in other words. Analyze and elaborate this one. In an era where customers wield the power to procure what they desire, when and where they wish, predictive analytics assumes paramount significance in the realm of marketing. By generating insightful models, predictive analytics empowers marketers to fashion campaigns of unprecedented precision and effectiveness. The canvas of predictive marketing analytics is a vast one, spanning data-driven customer segmentation, novel customer acquisition strategies, lead scoring, personalized content and ad recommendations, and hyper-personalized interactions. Marketers adroitly harness customer data to deliver tailored promotions, advertisement campaigns, and product suggestions at precisely opportune moments, thereby amplifying customer satisfaction and fostering enduring loyalty.VWhat steps could Scripps and Food Network take to avoid marketing myopia? Create a company motto for them reflecting yourideas
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