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Author : Philip Kotler
Publisher : Holt McDougal
ISBN 13 :
Total Pages : 744 pages
Book Rating : 4.3/5 (512 download)
Download or read book Marketing Decision Making: a Model Building Approach written by Philip Kotler and published by Holt McDougal. This book was released on 1971 with total page 744 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Gerrit H. van Bruggen
Publisher : Now Publishers Inc
ISBN 13 : 1601983689
Total Pages : 136 pages
Book Rating : 4.6/5 (19 download)
Download or read book Marketing Decision Making and Decision Support written by Gerrit H. van Bruggen and published by Now Publishers Inc. This book was released on 2010 with total page 136 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Decision Making and Decision Support addresses the topic of marketing management support systems (MMSS), which are computer-enabled devices that help marketers to make better decisions.
Author : Berend Wierenga
Publisher : Springer
ISBN 13 : 3319569414
Total Pages : 598 pages
Book Rating : 4.3/5 (195 download)
Download or read book Handbook of Marketing Decision Models written by Berend Wierenga and published by Springer. This book was released on 2017-07-12 with total page 598 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Second Edition of this book presents the state of the art in this important field. Marketing decision models constitute a core component of the marketing discipline and the area is changing rapidly, not only due to fundamental advances in methodology and model building, but also because of the recent developments in information technology, the Internet and social media. This Handbook contains eighteen chapters that cover the most recent developments of marketing decision models in different domains of marketing. Compared to the previous edition, thirteen chapters are entirely new, while the remaining chapters represent complete updates and extensions of the previous edition. This new edition of the Handbook has chapters on models for substantive marketing problems, such as customer relationship management, customer loyalty management, website design, Internet advertising, social media, and social networks. In addition, it contains chapters on recent methodological developments that are gaining popularity in the area of marketing decision models, such as structural modeling, learning dynamics, choice modeling, eye-tracking and measurement. The introductory chapter discusses the main developments of the last decade and discusses perspectives for future developments.
Author : Verónica Baena Graciá
Publisher : Editorial UOC
ISBN 13 : 8497888960
Total Pages : 233 pages
Book Rating : 4.4/5 (978 download)
Download or read book Instrumentos de marketing : decisiones sobre producto, precio, distribución, comunicación y marketing directo written by Verónica Baena Graciá and published by Editorial UOC. This book was released on 2010 with total page 233 pages. Available in PDF, EPUB and Kindle. Book excerpt: La finalidad de esta obra es que el lector de la misma aprenda y asimile los diferentes instrumentos de marketing bajo una metodología adaptada al Espacio Europeo de Educación Superior. Para ello, este manual además de los conceptos teóricos, incorpora numerosas lecturas y casos prácticos basados en la actualidad que contribuyan al desarrollo de determinadas competencias entre los alumnos y les ayude a desenvolverse en un entorno de trabajo cambiante, competitivo y complejo. Esperamos haberlo logrado con la elaboración de Instrumentos de marketing. Decisiones sobre producto, precio, distribución, comunicación y marketing directo. Asimismo, confiamos en que cualquier persona, empresa u organización que desee conocer las decisiones sobre producto, precio, distribución, comunicación y marketing directo pueda hacerlo fácilmente, pero con rigor, a través de este sencillo manual. Esta obra, en definitiva, pretende que la utilización de los diferentes instrumentos de marketing esté al alcance del mayor número de personas de una forma amena pero a la vez, rigurosa en su contenido académico.
Author : Gary Armstrong
Publisher : Pearson Educación
ISBN 13 : 9789702604006
Total Pages : 686 pages
Book Rating : 4.6/5 (4 download)
Download or read book Marketing written by Gary Armstrong and published by Pearson Educación. This book was released on 2003 with total page 686 pages. Available in PDF, EPUB and Kindle. Book excerpt: Written for courses in Principles of Marketing at four-year and two-year colleges, this shorter overview aims to help students master the basic principles and practices of modern marketing in an enjoyable and practical way. Its coverage balances upon three essential pillars - (1) theory and concepts; (2) practices and applications; and (3) pedagogy - cultivating an efficient, effective teaching and learning environment. This sixth edition provides revised content throughout, and reflects the major trends and forces that are impacting marketing in this new, connected millennium. It includes new thinking and expanded coverage on a wide variety of topics, for example: relationship marketing; connecting technologies; the company value chain; value-delivery networks; and global marketing.
Author : Ralph L. Day
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (18 download)
Download or read book Marketing in Action written by Ralph L. Day and published by . This book was released on 1973 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Dung Nguyen
Publisher : Springer Science & Business Media
ISBN 13 : 1461562090
Total Pages : 320 pages
Book Rating : 4.4/5 (615 download)
Download or read book Marketing Decisions Under Uncertainty written by Dung Nguyen and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 320 pages. Available in PDF, EPUB and Kindle. Book excerpt: Remarkable advance in quantitative marketing research in the last two decades, incorporating applied microeconomic theories, operations research and management applications, has brought the field of marketing alongside with finance, accounting and productionto within an executive'sreach for a sophisticatedtoolbox for decision making in an increasingly competitive and complex business environment. A quick look at Marketing, a recently published book edited by Eliashberg and Lilien would indicate even to the casual reader the extent of such methodological progress made by marketing scholars. Even in such an impressive and nearly exhaustive collection oftopics, with the notable exception pointed out by the editors of applicationsofthe scanner data, and in spite of the reference to it, an important omission is related to the issues ofmarketing decisions under conditions ofuncertainty. It is fairly obvious to the marketing executive and academician alike to recognize the important role uncertaintyplays in marketingdecisions such as pricing, promotion, advertising, sales force management, and others. The major purpose of this study is to address certain major marketing decision variables within the general context of an uncertain environment. While there have been significant progresses in analyzing marketing behaviors in a stochastic environment,the sourcesscatteramong differentmanagementandmarketingjoumals; and to the extent that these issues are addressed at all, they have aimed mainly at each separate, specifictopic at a time. Thus, our effort to bring these studies together in the same framework should facilitate our in-depth analysis of these important phenomena.
Author : William F. O'Dell
Publisher :
ISBN 13 :
Total Pages : 372 pages
Book Rating : 4.3/5 (97 download)
Download or read book Marketing Decision Making written by William F. O'Dell and published by . This book was released on 1979 with total page 372 pages. Available in PDF, EPUB and Kindle. Book excerpt: Includes index.
Author : Randall L. Schultz
Publisher : North-Holland
ISBN 13 :
Total Pages : 318 pages
Book Rating : 4.:/5 (319 download)
Download or read book Marketing Decision Models written by Randall L. Schultz and published by North-Holland. This book was released on 1981 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt: Includes bibliographical references and index.
Author : Thomas J. Reynolds
Publisher : Psychology Press
ISBN 13 : 1135693153
Total Pages : 510 pages
Book Rating : 4.1/5 (356 download)
Download or read book Understanding Consumer Decision Making written by Thomas J. Reynolds and published by Psychology Press. This book was released on 2001-05-01 with total page 510 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Rosa M. Hernández Maestro
Publisher : ESIC Editorial
ISBN 13 : 8417129642
Total Pages : 205 pages
Book Rating : 4.4/5 (171 download)
Download or read book Ejercicios de Marketing written by Rosa M. Hernández Maestro and published by ESIC Editorial. This book was released on 2018-01-19 with total page 205 pages. Available in PDF, EPUB and Kindle. Book excerpt: En el contexto cambiante y competitivo al que se enfrentan las empresas en la actualidad, es creciente la importancia del marketing. Por lo tanto, el conocimiento de herramientas que faciliten la toma de decisiones de marketing es esencial. Este manual ha sido concebido principalmente para que se convierta en un instrumento didáctico y útil para profesores y estudiantes. Destaca por su carácter eminentemente práctico e incluye una amplia recopilación de ejercicios que se resuelven mediante métodos y modelos tradicionales que constituyen herramientas prácticas básicas de cara a la toma de decisiones de marketing. El manual se estructura en cuatro capítulos: Demanda y cuota de mercado, Áreas comerciales, Formación de actitudes y Segmentación de mercados. En cada uno de estos capítulos se definen brevemente los conceptos de interés, así como las herramientas prácticas utilizadas en la resolución de los ejercicios correspondientes. Además, acompañando los cálculos implícitos en dicha resolución y para facilitar su comprensión, se ofrecen paso a paso explicaciones muy detalladas. Los autores son profesores cuya trayectoria docente se circunscribe al Área de Comercialización e Investigación de Mercados del Departamento de Administración y Economía de la Empresa (Universidad de Salamanca).
Author : Louis E. Boone
Publisher : Merrill Publishing Company
ISBN 13 : 9780675087131
Total Pages : 156 pages
Book Rating : 4.0/5 (871 download)
Download or read book Marketing Strategy written by Louis E. Boone and published by Merrill Publishing Company. This book was released on 1975-01-01 with total page 156 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Gary L. Lilien
Publisher :
ISBN 13 : 9780063640429
Total Pages : 125 pages
Book Rating : 4.6/5 (44 download)
Download or read book Instructor's Manual to Accompany Marketing Decision Making written by Gary L. Lilien and published by . This book was released on 1983 with total page 125 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Harper W. Boyd
Publisher :
ISBN 13 :
Total Pages : 628 pages
Book Rating : 4.0/5 ( download)
Download or read book Marketing Management written by Harper W. Boyd and published by . This book was released on 2002 with total page 628 pages. Available in PDF, EPUB and Kindle. Book excerpt: This text has been developed in response to changing customer & curriculum needs. Many instructors are looking for a concise text for this course, one that offers a solid core for the course but allows time to add other topics, materials, etc.
Author : Peter Leeflang
Publisher : Springer Science & Business Media
ISBN 13 : 9780792378136
Total Pages : 676 pages
Book Rating : 4.3/5 (781 download)
Download or read book Building Models for Marketing Decisions written by Peter Leeflang and published by Springer Science & Business Media. This book was released on 2000-02-29 with total page 676 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.
Author : John Kuada
Publisher : Adonis & Abbey Publishers Ltd
ISBN 13 : 1912234483
Total Pages : 236 pages
Book Rating : 4.9/5 (122 download)
Download or read book MARKETING DECISIONS AND STRATEGIES written by John Kuada and published by Adonis & Abbey Publishers Ltd. This book was released on 2016-07-08 with total page 236 pages. Available in PDF, EPUB and Kindle. Book excerpt: The marketing literature generally assumes that managers and customers always make rational (reasonable and logical) decisions. In real life, however, decision making process is hardly rational and straightforward. Managers and customers normally make decisions "e;in-action"e; - i.e. as they grapple with critical problems on daily basis. As such, they tend to combine experience-based knowledge with intuition and analysis to inform their decisions. Their decision making processes become even more complex when their companies operate within international contexts. It is therefore appropriate to teach students a variety of decision making skills as they prepare themselves to work in international companies. This is the task initiated in this book. It discusses how managers combine both rational and non-rational approaches and tools in their decision making processes, especially in international business contexts.Issues discussed include the following:A* The marketing strategy conceptA* Rational and non-rational approaches to decision makingA* Market-driving and market-driven strategiesA* Internal marketing strategiesA* Relational theories and strategies in marketingA* Organizational buying behaviour and strategiesA* Online advertising decisions and strategiesA* Assessment of export opportunitiesA* Marketing in the emerging economiesA* Societal and ethical considerations in marketing decisions
Author : David W. Cravens
Publisher : McGraw-Hill/Irwin
ISBN 13 :
Total Pages : 808 pages
Book Rating : 4.:/5 (318 download)
Download or read book Marketing Decision Making written by David W. Cravens and published by McGraw-Hill/Irwin. This book was released on 1976 with total page 808 pages. Available in PDF, EPUB and Kindle. Book excerpt:
