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Author: Markus Erismann Publisher: ISBN: Category : Languages : en Pages :
Book Description
Under cost pressure and increased complexity in marketing departments, sound and efficient decision making has become a key focus for marketing managers. However, most decisions in this field are based on simple rules, learnt and internalized over time. This thesis aims to conceptualize these heuristics in the process of finding budget solutions in marketing. First an understanding of marketing resource allocation as a Two-Step model was gained; some important properties such as hierarchy, the role of power and politics, and the strategic importance were analysed. In a next step, a conceptual analysis of heuristics and marketing budgeting literature was conducted. In heuristics, research differentiates between intuitive and choice-based heuristics. By comparing these with studies on marketing budgeting methods, the author found that intuitive heuristics play an especially important role for marketing managers in their decision making process today. In a next step, an overview of both economic and behavioural marketing budgeting research is presented. Behavioural marketing budgeting research seems to be widely used as a starting point for conceptualizing heuristics in the resource allocation process; by looking at economic concepts, an understanding of why objective rational-choice-theory based approaches seem difficult to implement was established. Additionally, interviews were conducted and by using grounded theory, the author found some key insights from current practise. Heuristics used by the interviewed managers can mostly be conceptualized as intuitive under the framework of behavioural marketing budgeting theories, and are widely used. Evidence for strong industry differences was also discovered. Finally, the use of choice-based heuristics to further sophisticate the process and to address the need for more objective decision- making criteria could potentially improve current practises.
Author: Markus Erismann Publisher: ISBN: Category : Languages : en Pages :
Book Description
Under cost pressure and increased complexity in marketing departments, sound and efficient decision making has become a key focus for marketing managers. However, most decisions in this field are based on simple rules, learnt and internalized over time. This thesis aims to conceptualize these heuristics in the process of finding budget solutions in marketing. First an understanding of marketing resource allocation as a Two-Step model was gained; some important properties such as hierarchy, the role of power and politics, and the strategic importance were analysed. In a next step, a conceptual analysis of heuristics and marketing budgeting literature was conducted. In heuristics, research differentiates between intuitive and choice-based heuristics. By comparing these with studies on marketing budgeting methods, the author found that intuitive heuristics play an especially important role for marketing managers in their decision making process today. In a next step, an overview of both economic and behavioural marketing budgeting research is presented. Behavioural marketing budgeting research seems to be widely used as a starting point for conceptualizing heuristics in the resource allocation process; by looking at economic concepts, an understanding of why objective rational-choice-theory based approaches seem difficult to implement was established. Additionally, interviews were conducted and by using grounded theory, the author found some key insights from current practise. Heuristics used by the interviewed managers can mostly be conceptualized as intuitive under the framework of behavioural marketing budgeting theories, and are widely used. Evidence for strong industry differences was also discovered. Finally, the use of choice-based heuristics to further sophisticate the process and to address the need for more objective decision- making criteria could potentially improve current practises.
Author: Nigel Piercy Publisher: Routledge ISBN: 1317652770 Category : Business & Economics Languages : en Pages : 543
Book Description
This book represents a radical departure from the established theory in taking an organisational view of resource allocation in marketing, which stresses the importance of structure and process rather than just budgeting technique. The book describes and analyses marketing organisation and processes in terms of organisational power and politics and models market budgets as political outcomes.
Author: Paul Russell Smith Publisher: Kogan Page Publishers ISBN: 9780749442651 Category : Business & Economics Languages : en Pages : 736
Book Description
Marketing Communications rapidly established itself as an international best-seller and has been listed as a "marketing classic" by the Marketing Society and as a "marketing major" by the Chartered Institute of Marketing. The book is recommended reading for the CIM's Marketing Communications module in the new Professional Diploma in Marketing. The authors' real business understanding of marketing communications is universally acclaimed and has proved popular with students and practitioners alike. In addition, the unique SOSTAC® Planning System is applied throughout the book.This latest edition has been completely updated with new cases, statistics and communications techniques, fresh "shock" stories and a new "e" theme on each communication tool. New illustrations and full-colour photographs all combine to bring the book right up to date with the current international business scene.A free CD-ROM containing video clips of some of the world's leading marketing experts, pictures, documents and prepared Power Point lectures is available to lecturers from the publisher on request.
Author: Robert W. Palmatier Publisher: Bloomsbury Publishing ISBN: 1350305286 Category : Business & Economics Languages : en Pages : 414
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: Ralf Strauss Publisher: John Wiley & Sons ISBN: 0470745614 Category : Business & Economics Languages : en Pages : 368
Book Description
Marketing is under immense pressure to perform: required to submit reports to management, judged by the sales department based on whether it helps sales, scrutinized by financial controlling regarding how efficiently it uses budgets, and last but not least, under constant review by customers, markets and the public. Marketing faces more dilemmas and conflicts of interest than any other part of a company. The reason for this lies in the lack of a plan for marketing planning. This book not only identifies numerous examples of this problem as experienced by businesses, it also offers ways of solving the problem. Ralf Strauss highlights a 7 phase process for marketing planning, where the potential marketing can reach is demonstrated. Useful check lists included in this book allow the readers to readily create their own ‘plans for a marketing planning’. With insights drawn from more than 150 case studies included in the book, Marketing Planning by Design covers areas such as: How to overcome existing hurdles of marketing planning and marketing strategy. How to set up a project for managing the marketing planning cycle. How to develop a really target group and content driven marketing planning, which is stepwise cascaded from a program, campaign down to a tactical level. How to make marketing accountable in terms of performance measurement. How to implement an enhanced marketing planning in the organisation. How to systematically integrate Web 2.0 into marketing planning, or how to link marketing with modern IT. This highly practical book is destined to be a must-have reference work on any marketer’s desk.
Author: Dirk Weissbrich Publisher: Springer ISBN: 3834984159 Category : Business & Economics Languages : en Pages : 228
Book Description
Building on 78 face-to-face interviews with managers from the marketing-sales-finance triangle (MSF-triangle), Dirk Weissbrich identifies and describes eight key interaction fields and decision areas.
Author: Simone Guercini Publisher: Edward Elgar Publishing ISBN: 1035312875 Category : Business & Economics Languages : en Pages : 185
Book Description
The ever-evolving marketing technologies now include the extensive use of advanced AI with important implications for the decision making processes of both marketers and consumers. This detailed and insightful book rigorously examines the role of heuristics and marketers’ decision making within the industry’s growing utilisation of AI.
Author: Torsten Tomczak Publisher: Springer ISBN: 3658184175 Category : Business & Economics Languages : en Pages : 261
Book Description
Dieses Lehrbuch führt in verständlicher, systematischer und knapper Form in die Problemfelder der Marketingplanung ein. Sowohl die Marketingplanung auf der Unternehmens- und Geschäftsfeldebene als auch die Planung des Marketing-Mix werden behandelt. Mit Hilfe von zahlreichen kurzen Fallbeispielen werden wesentliche Aspekte des Inhaltes veranschaulicht. Die Autoren haben in der 7. Auflage alle Kapitel überarbeitet und diverse neue Praxisbeispiele aufgenommen. Bei der Markenführung wurden einige Grundlagen ergänzt.
Author: Berend Wierenga Publisher: Springer Science & Business Media ISBN: 1461545951 Category : Business & Economics Languages : en Pages : 349
Book Description
Marketing management support systems are designed to make marketing managers more effective decision makers in this electronic era. Developments in information technology have caused a marketing data explosion, but have also provided a powerful set of tools that can transform this data into applicable marketing knowledge. Consequently, companies are making major investments in such marketing decision aids. This book is the first comprehensive, systematic textbook on marketing management support systems. The basic issue is the question of how to determine the most effective type of support for a given marketing decision maker in a particular decision situation. The book takes a demand-oriented approach. Decision aids for marketing managers can only be effective if they match with the thinking and reasoning process of the decision makers who use them. Consequently, the important questions addressed in this book are: how do marketing managers make decisions; how can marketing management support systems help to overcome several (cognitive) limitations of human decision makers; and what is the most appropriate type of management support system for assisting the problem-solving methods employed by a marketing decision-maker?
Author: Markus Erismann
Author: Markus Erismann
Author: Nigel Piercy
Author: Paul Russell Smith
Author: Robert W. Palmatier
Author: Ralf Strauss
Author: Dirk Weissbrich
Author: Simone Guercini
Author: Torsten Tomczak
Author: Berend Wierenga
Author: V. Kumar