Analytic Approaches to Product and Marketing Planning PDF Download

Author: Allan D. Shocker
Publisher:
ISBN:
Category : Marketing
Languages : en
Pages : 534

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Book Description

Author: Derek F. Abell
Publisher: Prentice Hall
ISBN:
Category : Business & Economics
Languages : en
Pages : 550

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Book Description

Author: Robert W. Palmatier
Publisher: Bloomsbury Publishing
ISBN: 1350305286
Category : Business & Economics
Languages : en
Pages : 414

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Book Description
Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach. This base toolkit will support students' decision-making processes and equip them for a world driven by big data. The second edition builds on the first's successful core foundation, with additional pedagogy and key updates. Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate marketing strategies. New to this Edition: - Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies - Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion - Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments - Vibrant visual presentation with a new full colour design

Author: Heikki Juslin
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 616

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Book Description

Author: Barton A Weitz
Publisher: SAGE
ISBN: 9781412921206
Category : Business & Economics
Languages : en
Pages : 618

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Book Description
The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.

Author: Wolfgang A. Gaul
Publisher: Springer Science & Business Media
ISBN: 364279999X
Category : Mathematics
Languages : en
Pages : 472

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Book Description
The subject of this book is the incorporation and integration of mathematical and statistical techniques and information science topics into the field of classification, data analysis, and knowledge organization. Readers will find survey papers as well as research papers and reports on newest results. The papers are a combination of theoretical issues and applications in special fields: Spatial Data Analysis, Economics, Medicine, Biology, and Linguistics.

Author: Thomas J. Reynolds
Publisher: Psychology Press
ISBN: 1135693153
Category : Business & Economics
Languages : en
Pages : 510

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Book Description
The goal of this book is to help business managers and academic researchers understand the means-end perspective and the methods by which it is used, and to demonstrate how to use the means-end approach to develop better marketing and advertising strategy. The authors discuss methodological issues regarding interviewing and coding, present applications of the means-end approach to marketing and advertising problems, and describe the conceptual foundations of the means-end approach. This book is of interest to academic researchers in marketing and related fields, graduate students in business, marketing research professionals, and business managers. It is intended as a reference book containing ideas about the means-end approach and its applications.

Author: Thomas L. Saaty
Publisher: Springer Science & Business Media
ISBN: 1461435978
Category : Business & Economics
Languages : en
Pages : 342

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Book Description
The Analytic Hierarchy Process (AHP) is a prominent and powerful tool for making decisions in situations involving multiple objectives. Models, Methods, Concepts and Applications of the Analytic Hierarchy Process, 2nd Edition applies the AHP in order to solve problems focused on the following three themes: economics, the social sciences, and the linking of measurement with human values. For economists, the AHP offers a substantially different approach to dealing with economic problems through ratio scales. Psychologists and political scientists can use the methodology to quantify and derive measurements for intangibles. Meanwhile researchers in the physical and engineering sciences can apply the AHP methods to help resolve the conflicts between hard measurement data and human values. Throughout the book, each of these topics is explored utilizing real life models and examples, relevant to problems in today’s society. This new edition has been updated and includes five new chapters that includes discussions of the following: - The eigenvector and why it is necessary - A summary of ongoing research in the Middle East that brings together Israeli and Palestinian scholars to develop concessions from both parties - A look at the Medicare Crisis and how AHP can be used to understand the problems and help develop ideas to solve them.

Author: Ashok Charan
Publisher: World Scientific Publishing Company
ISBN: 9814641383
Category : Business & Economics
Languages : en
Pages : 720

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Book Description
The digital age has transformed the very nature of marketing. Armed with smartphones, tablets, PCs and smart TVs, consumers are increasingly hanging out on the internet. Cyberspace has changed the way they communicate, and the way they shop and buy. This fluid, de-centralized and multidirectional medium is changing the way brands engage with consumers.At the same time, technology and innovation, coupled with the explosion of business data, has fundamentally altered the manner we collect, process, analyse and disseminate market intelligence. The increased volume, variety and velocity of information enables marketers to respond with much greater speed, to changes in the marketplace. Market intelligence is timelier, less expensive, and more accurate and actionable.Anchored in this age of transformations, Marketing Analytics is a practitioner's guide to marketing management in the 21st century. The text devotes considerable attention to the way market analytic techniques and market research processes are being refined and re-engineered. Written by a marketing veteran, it is intended to guide marketers as they craft market strategies, and execute their day to day tasks.

Author: Gary L. Lilien
Publisher: DecisionPro
ISBN: 0985764805
Category : Business & Economics
Languages : en
Pages : 287

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Book Description
The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design engineering-putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems). Marketing Engineering is the systematic approach to harness data and knowledge to drive effective marketing decision making and implementation through a technology-enabled and model-supported decision process. (For more information on Excel-based models that support these concepts, visit DecisionPro.biz.) We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering. We offer an accessible overview of the most widely used marketing engineering concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions. What's New In the 2nd Edition While much has changed in the nearly five years since the first edition of Principles of Marketing Engineering was published, much has remained the same. Hence, we have not changed the basic structure or contents of the book. We have, however Updated the examples and references. Added new content on customer lifetime value and customer valuation methods. Added several new pricing models. Added new material on "reverse perceptual mapping" to describe some exciting enhancements to our Marketing Engineering for Excel software. Provided some new perspectives on the future of Marketing Engineering. Provided better alignment between the content of the text and both the software and cases available with Marketing Engineering for Excel 2.0.