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Author : James H. Donnelly,John M. Ivancevich
Publisher : Unknown
Page : 424 pages
File Size : 45,8 Mb
Release : 1970
Category : Marketing
ISBN : STANFORD:20500073799
Author : Glen L. Urban,Steven H. Star
Publisher : Unknown
Page : 563 pages
File Size : 52,5 Mb
Release : 1991
Category : Business & Economics
ISBN : 0138519404
This book aims to present state-of-the-art marketing technology in a three-level decision and analysis framework, and to integrate case studies with the text. It provides a flow diagram for formulating marketing strategies, and offers case studies developed to provide practice with the book's concepts, applying both managerial judgement and higher-level analytical approaches to complex marketing strategy problems. There is also software support demonstrating the level of analysis, and an annual marketing plan.
Author : Nikolaos F. Matsatsinis,Y. Siskos
Publisher : Springer Science & Business Media
Page : 517 pages
File Size : 44,9 Mb
Release : 2012-12-06
Category : Business & Economics
ISBN : 9781461511472
Intelligent Support Systems for Marketing Decisions examines new product development, market penetration strategies, and other marketing decisions utilizing a confluence of methods, including Decision Support Systems (DSS), Artificial Intelligence in Marketing and Multicriteria Analysis. The authors systematically examine the use and implementation of these methodologies in making strategic marketing decisions. Part I discusses the basic concepts of multicriteria analysis vis-à-vis marketing decisions and in new product development situations. Part II presents basic concepts from the fields of Information Systems, Decision Support Systems, and Intelligent Decision Support Methods. In addition, specialized categories of DSS (multicriteria DSS, web-based DSS, group DSS, spatial DSS) are discussed in terms of their key features and current use in marketing applications. Part III presents IDSS and a multicriteria methodology for new product development. Further chapters present a developmental strategy for analyzing, designing, and implementing an Intelligent Marketing Decision Support System. The implementation discussion is illustrated with a real-world example of the methods and system in use.
Author : Berend Wierenga
Publisher : Springer Science & Business Media
Page : 621 pages
File Size : 44,7 Mb
Release : 2008-09-05
Category : Business & Economics
ISBN : 9780387782133
Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.
Author : Paul E. Green,Donald S. Tull,Gerald Albaum
Publisher : Unknown
Page : 808 pages
File Size : 55,5 Mb
Release : 1988
Category : Business & Economics
ISBN : UOM:39076000402086
Textbook
Author : George S. Day
Publisher : St. Paul : West Publishing Company
Page : 300 pages
File Size : 52,8 Mb
Release : 1986
Category : Business & Economics
ISBN : UVA:X001200965
Author : Sam R. Goodman
Publisher : Unknown
Page : 272 pages
File Size : 53,7 Mb
Release : 1972
Category : Business & Economics
ISBN : UOM:35128000192532
Author : Peter C. Verhoef,Edwin Kooge,Natasha Walk
Publisher : Routledge
Page : 339 pages
File Size : 54,9 Mb
Release : 2016-01-08
Category : Business & Economics
ISBN : 9781317561927
Our newly digital world is generating an almost unimaginable amount of data about all of us. Such a vast amount of data is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organisations to leverage the information to create value. This book is a refreshingly practical, yet theoretically sound roadmap to leveraging big data and analytics. Creating Value with Big Data Analytics provides a nuanced view of big data development, arguing that big data in itself is not a revolution but an evolution of the increasing availability of data that has been observed in recent times. Building on the authors’ extensive academic and practical knowledge, this book aims to provide managers and analysts with strategic directions and practical analytical solutions on how to create value from existing and new big data. By tying data and analytics to specific goals and processes for implementation, this is a much-needed book that will be essential reading for students and specialists of data analytics, marketing research, and customer relationship management.
Author : Timothy R. Graeff
Publisher : Kendall/Hunt Publishing Company
Page : 404 pages
File Size : 48,9 Mb
Release : 2006-08-17
Category : Business & Economics
ISBN : 0757531792
Author : Cesar Brea,Rajkumar Venkatesan,Paul Farris,Ronald T. Wilcox,Neil Bendle,Phillip Pfeifer,David Reibstein
Publisher : FT Press
Page : 1653 pages
File Size : 49,6 Mb
Release : 2014-08-18
Category : Business & Economics
ISBN : 9780133994773
A brand new collection introducing today's most powerful strategies and techniques for measuring and optimizing marketing… 3 authoritative books, now in a convenient e-format, at a great price! 3 authoritative Books help you measure, analyze, and optimize every marketing investment you'll ever make Measuring and optimize your marketing investments is more crucial than ever. But, with an explosion in channels and complexity, it's also more challenging than ever. Fortunately, marketing metrics and analytics have taken giant leaps forward in recent years: techniques now exist for accurately quantifying performance and applying what you learn to improve it. In this unique 3 Book package, world-class experts present these new approaches, and show how to profit from them. In Marketing and Sales Analytics, leading consultant Cesar A. Breaexamines the experiences of 15 leaders who've built high-value analytics capabilities in multiple industries. Then, building on what they've learned, he presents a complete blueprint for succeeding with marketing analytics. You'll learn how to evaluate "ecosystemic" conditions for success, frame the right questions, and organize your people, data, and operating infrastructure to answer them. Brea helps you overcome key challenges ranging from governance to overcoming hidden biases. Along the way, he also offers specific guidance on crucial decisions such as "buy vs. build?", "centralize or decentralize?", and "hire generalists or specialists?" Next, in Cutting Edge Marketing Analytics, three pioneering experts introduce today's most valuable marketing analytics methods and tools, and offer a best-practice methodology for successful implementation. They augment this knowledge with hands on case studies, guiding you through solving key problems in resource allocation, segmentation, pricing, campaign management, firm valuation, and digital marketing strategy. All case studies are accompanied by real data used by the protagonists to make decisions. As you practice, you'll gain a deeper understanding of the value of marketing analytics, learn to integrate quantitative analysis with managerial sensibilities, master core statistical tools, and discover how to avoid crucial pitfalls. Finally, in the award-winning Marketing Metrics, Second Edition, Paul W. Farris and his colleagues show how to choose the right metrics for every marketing challenge. You'll learn how to use dashboards to view market dynamics from multiple perspectives, maximize accuracy, and "triangulate" to optimal solutions. You'll discover high-value metrics for promotional strategy, advertising, distribution, customer perceptions, market share, competitors' power, margins, pricing, products and portfolios, customer profitability, sales forces, channels, and more. This extensively updated edition introduces innovative metrics ranging from Net Promoter to social media and brand equity measurement, and shows how to build comprehensive models to optimize every marketing decision you make. If you need to measure and improve marketing performance, this 3-book package will be your most valuable resource. From world-renowned business sustainability experts Cesar A. Brea, Rajkumar Venkatesan, Paul W. Farris, Ronald T. Wilcox, Neil T. Bendle, Phillip E. Pfeifer, and David J. Reibstein
Author : Philip Kotler
Publisher : Holt McDougal
Page : 744 pages
File Size : 54,6 Mb
Release : 1971
Category : Business & Economics
ISBN : UOM:35128002515557
Author : Trevor Wegner
Publisher : Unknown
Page : 0 pages
File Size : 52,5 Mb
Release : 2000-01-28
Category : Marketing
ISBN : 0702146757
"The text emphasises the following: The marketing decision support role of quantitative data analysis; How marketing research methodology impacts on data quality; The influence of data types on the choice of data analysis technique; All data analysis techniques are developed through practical marketing illustrations; Problem solving exercises"--Cover
Author : Peter C. Verhoef,Edwin Kooge,Natasha Walk
Publisher : Routledge
Page : 440 pages
File Size : 50,7 Mb
Release : 2016-01-08
Category : Business & Economics
ISBN : 9781317561910
Our newly digital world is generating an almost unimaginable amount of data about all of us. Such a vast amount of data is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organisations to leverage the information to create value. This book is a refreshingly practical, yet theoretically sound roadmap to leveraging big data and analytics. Creating Value with Big Data Analytics provides a nuanced view of big data development, arguing that big data in itself is not a revolution but an evolution of the increasing availability of data that has been observed in recent times. Building on the authors’ extensive academic and practical knowledge, this book aims to provide managers and analysts with strategic directions and practical analytical solutions on how to create value from existing and new big data. By tying data and analytics to specific goals and processes for implementation, this is a much-needed book that will be essential reading for students and specialists of data analytics, marketing research, and customer relationship management.
Author : Donald R. Lehmann,Russell S. Winer
Publisher : McGraw-Hill Companies
Page : 204 pages
File Size : 53,5 Mb
Release : 1991
Category : Business & Economics
ISBN : 0256086818
Analysis for Marketing Planning, 6/e by Lehmann and Winer focuses on the analysis needed for sound Marketing decisions and is structured around the core marketing document--the Marketing Plan. Whether studying Marketing strategy or Product/Brand Management decisions, students need to be able to make decisions based from sound analysis. This book does not attempt to cover all aspects of the marketing plan; rather it focuses on the analysis pertaining to a product's environment, customers and competitors.
Author : Isobel Doole,Robin Lowe
Publisher : Routledge
Page : 320 pages
File Size : 41,9 Mb
Release : 2006-06
Category : Business & Economics
ISBN : 9780750680134
Reviewed by CIM, this course book is part of the "Elsevier/Butterworth-Heinemann's 2006-07 CIM Coursebook" series.