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Author: P. S. H. Leeflang Publisher: Springer Science & Business Media ISBN: 9780792377726 Category : Business & Economics Languages : en Pages : 682
Book Description
With advances in information technology and expertise in modeling, IRI introduced model-based services in the US that explain and predict essential parts of the marketplace. ACNielsen followed, and marketing researchers have been developing increasingly valid, useful and relevant models of marketplace behavior ever since. Models that provide information about the sensitivity of market behavior to marketing activities such as advertising, pricing, promotions and distribution are now routinely used by managers for the identification of changes in marketing programs that can improve brand performances. Building Models for Marketing Decisions, Second Edition describes up-dated marketing models that managers can use as an aid in decision making.
Author: P. S. H. Leeflang Publisher: Springer Science & Business Media ISBN: 9780792377726 Category : Business & Economics Languages : en Pages : 682
Book Description
With advances in information technology and expertise in modeling, IRI introduced model-based services in the US that explain and predict essential parts of the marketplace. ACNielsen followed, and marketing researchers have been developing increasingly valid, useful and relevant models of marketplace behavior ever since. Models that provide information about the sensitivity of market behavior to marketing activities such as advertising, pricing, promotions and distribution are now routinely used by managers for the identification of changes in marketing programs that can improve brand performances. Building Models for Marketing Decisions, Second Edition describes up-dated marketing models that managers can use as an aid in decision making.
Author: Robert W. Palmatier Publisher: Bloomsbury Publishing ISBN: 1352013207 Category : Business & Economics Languages : en Pages : 433
Book Description
All customers differ. All customers change. All competitors react. All resources are limited. Robert W. Palmatier's dynamic First Principles of Marketing framework provides the structure for this research-based, action-orientated guide to organizing analytics tools, marketing models and methodologies. When should you use a specific technique in data analytics? How does each new analytics technique improve performance? Which techniques are worth time and investment to implement? As organizations prioritize digital growth to better connect with customers, it is vital that you are able to respond confidently to these questions, enabling you to utilize marketing analytics to better understand your business and increase revenue. Marketing Analytics will help you to: · Learn how to contextualize models and statistical analysis within the foundational principles of marketing through the use of a problem-centric framework. · Understand technical analyses by engaging with a pertinent range of vivid examples, and a running case study to contextualize practical, jargon-free descriptions. · Embark on an applied learning pathway with a comprehensive companion website including datasets and walk-through videos on challenging tasks: bloomsbury.pub/marketing-analytics. · Take a software-agnostic approach to learning, enhanced by the provision of examples in free, open-source R and Tableau software. Authored by world-leading experts in marketing strategy, Marketing Analytics is the ideal textbook for advanced undergraduate, postgraduate and MBA students of marketing, and practitioners seeking to direct effective strategy from an analysis-based evidential approach.
Author: Thomas L. Saaty Publisher: RWS Publications ISBN: 1888603151 Category : Languages : en Pages : 424
Book Description
This book is a comprehensive summary, primarily of the author's own thinking and research, about the Analytic Hierarchy Process and decision making. It includes advanced mathematical theory and diverse applications. Fundamentals of Decision Making has all the latest theoretical developments in the AHP and new theoretical material not published elsewhere. We consider this book to be the replacement for the original book on the subject, The Analytic Hierarchy Process that was published by McGraw Hill Publishers, New York.
Author: Rajiv Grover Publisher: SAGE ISBN: 141290997X Category : Business & Economics Languages : en Pages : 721
Book Description
The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.
Author: Adele Sweetwood Publisher: Harvard Business Review Press ISBN: 1625278462 Category : Business & Economics Languages : en Pages : 148
Book Description
How to lead the change Analytics are driving big changes, not only in what marketing departments do but in how they are organized, staffed, led, and run. Leaders are grappling with issues that range from building an analytically driven marketing organization and determining the kinds of structure and talent that are needed to leading interactions with IT, finance, and sales and creating a unified view of the customer. The Analytical Marketer provides critical insight into the changing marketing organization—digital, agile, and analytical—and the tools for reinventing it. Written by the head of global marketing for SAS, The Analytical Marketer is based on the author’s firsthand experience of transforming a marketing organization from “art” to “art and science.” Challenged and inspired by their company’s own analytics products, the SAS marketing team was forced to rethink itself in order to take advantage of the new capabilities that those tools offer the modern marketer. Key marketers and managers at SAS tell their stories alongside the author’s candid lessons learned as she led the marketing organization’s transformation. With additional examples from other leading companies, this book is a practical guide and set of best practices for creating a new marketing culture that thrives on and adds value through data and analytics.
Author: Peter C. Verhoef Publisher: Routledge ISBN: 1317561929 Category : Business & Economics Languages : en Pages : 339
Book Description
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: Ernest H. Forman Publisher: World Scientific ISBN: 9789810241438 Category : Self-Help Languages : en Pages : 426
Book Description
Intended for both the student and the professional, this work addresses the art and science of decision-making. It presents a very practical approach to decision-making that has a sound theoretical foundation, known as the analytic hierarchy process.
Author: Jean-Claude Thill Publisher: Routledge ISBN: 0429791526 Category : Science Languages : en Pages : 377
Book Description
First published in 1999, this volume consists of selected papers presented at the North American Meetings of the RSAI along with invited contributions from scholars active in the field of spatial multicriteria decision making and analysis. It is meant to present diverse lines of research in spatial multicriteria decision making and analysis under the multidisciplinary umbrella of Geographic Information Science. The first part explores selected theoretical and conceptual aspects of spatial multicriteria decision making and analysis not confined to any specific application domain. Part 2 consists of six chapters focusing on various forms of location decision and analysis problems. Finally, part 3 contains five chapters on various spatial decision problems whose systemic scope sets them apart from locational decision problems.
Author: P. S. H. Leeflang
Author: P. S. H. Leeflang
Author: Robert W. Palmatier
Author: Edgar A. Pessemier
Author: Thomas L. Saaty
Author: Rajiv Grover
Author: Allan D. Shocker
Author: Adele Sweetwood
Author: Peter C. Verhoef
Author: Ernest H. Forman
Author: Jean-Claude Thill