Marketing Management

Determine total e-commerce sales for the past year from each of the following sources: Forrester Research (www.forrester.com), ComScore (www.comscore.com), Nielsen (www.nielsen.com), and the U.S. Commerce Department (www.commerce.gov). Do these four estimates agree?

You are enhancing Dell’s internal household customer data with externally available information. Visit the Equifax Web site (www.equifax.com) to determine what demographic and psychographic data are available that would be useful to Dell for targeting the household computer market.

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