Marketing Analytics Practitioners Guide The Volume 2 Product Advertising Packaging Biometrics Price And Promotion

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Marketing Analytics Practitioner's Guide, The - Volume 2: Product, Advertising, Packaging, Biometrics, Price And Promotion

Author : Ashok Charan
Publisher : World Scientific
ISBN 13 : 9811275092
Total Pages : 354 pages
Book Rating : 4.8/5 (112 download)

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Book Synopsis Marketing Analytics Practitioner's Guide, The - Volume 2: Product, Advertising, Packaging, Biometrics, Price And Promotion by : Ashok Charan

Download or read book Marketing Analytics Practitioner's Guide, The - Volume 2: Product, Advertising, Packaging, Biometrics, Price And Promotion written by Ashok Charan and published by World Scientific. This book was released on 2023-09-13 with total page 354 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume II, Parts III to V, is dedicated to Product, Advertising, Packaging, Biometrics, Price and Promotion. Part III focuses on the product development process, covering the analytic methods and procedures used to screen ideas, concepts, and products during development, launch, and post-launch.Part IV delves into advertising, packaging, and biometrics. The fundamentals, concepts, and core themes of advertising are covered in a chapter that explains how advertising works and what makes it effective and impactful. The chapter on Advertising Analytics focuses on audience engagement, both behavioural and attitudinal, and the analytic techniques and research processes used to test and track advertising.The chapter on packaging is devoted to the analytics and research techniques employed throughout the stages of packaging development and the chapter on biometrics covers biometric techniques and the relevant technologies, devices, metrics, and applications of these techniques that are useful to practitioners.Finally, Part V deals with price and promotion, covering a variety of pricing research methods and techniques for promotions evaluation. This will help the reader to gain an understanding of the importance and application of pricing and promotions in marketing strategy.

Product, Advertising, Biometrics, Price and Promotion

Author : Ashok Charan
Publisher :
ISBN 13 : 9789811276026
Total Pages : 0 pages
Book Rating : 4.2/5 (76 download)

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Book Synopsis Product, Advertising, Biometrics, Price and Promotion by : Ashok Charan

Download or read book Product, Advertising, Biometrics, Price and Promotion written by Ashok Charan and published by . This book was released on 2024 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "As the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management concepts and their practical applications, making it a valuable resource for professionals and students alike. The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices. Volume II, Parts III to V, is dedicated to Product, Advertising, Packaging, Biometrics, Price, and Promotion. Part III focuses on the product development process, covering the analytic methods and procedures used to screen ideas, concepts, and products during development, launch, and post-launch. Part IV delves into advertising, packaging, and biometrics. The fundamentals, concepts, and core themes of advertising are covered in a chapter that explains how advertising works and what makes it effective and impactful. The chapter on Advertising Analytics focuses on audience engagement, both behavioural and attitudinal, and the analytic techniques and research processes used to test and track advertising. The chapter on packaging is devoted to the analytics and research techniques employed throughout the stages of packaging development and the chapter on biometrics covers biometric techniques and the relevant technologies, devices, metrics, and applications of these techniques that are useful to practitioners. Finally, Part V deals with price and promotion, covering a variety of pricing research methods and techniques for promotions evaluation. This will help the reader to gain an understanding of the importance and application of pricing and promotions in marketing strategy"--

Marketing Analytics Practitioner's Guide, The - Volume 3: Digital Marketing

Author : Ashok Charan
Publisher : World Scientific
ISBN 13 : 9811275106
Total Pages : 354 pages
Book Rating : 4.8/5 (112 download)

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Book Synopsis Marketing Analytics Practitioner's Guide, The - Volume 3: Digital Marketing by : Ashok Charan

Download or read book Marketing Analytics Practitioner's Guide, The - Volume 3: Digital Marketing written by Ashok Charan and published by World Scientific. This book was released on 2023-09-13 with total page 354 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume III is entirely dedicated to digital marketing. The first chapter, New Media, covers the impact of new media on the social, political and marketing landscape. It outlines the new rules and perspectives, leaving readers with a clear understanding of how they must adapt to succeed in the digital age.The Digital Marketing chapter covers a wide range of topics related to digital tools, techniques, processes, as well as the opportunities and challenges of digital marketing. A set of chapters on social media highlight best practices to adopt on each of the networks — Facebook, Twitter, Instagram, YouTube and LinkedIn.Search Engine Optimization (SEO) covers on-page and off-page optimization to increase inbound traffic and channel it through the digital marketing funnel. Web Analytics covers the processes that constitute a web analytics system and deals with the use of web analytics platforms such as Google Analytics to assess the effectiveness of digital marketing in attracting and converting prospects.Search Advertising covers advertising on search engines to draw prospects and lead them through the digital marketing funnel. It covers topics such as the Google auction, keyword strategies, and practices to improve the effectiveness of search advertising.The final chapter, Digital Execution, serves as a comprehensive guide to developing and executing digital marketing plans.

Marketing Analytics Practitioner's Guide, The - Volume 1: Brand And Consumer

Author : Ashok Charan
Publisher : World Scientific
ISBN 13 : 9811275084
Total Pages : 340 pages
Book Rating : 4.8/5 (112 download)

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Book Synopsis Marketing Analytics Practitioner's Guide, The - Volume 1: Brand And Consumer by : Ashok Charan

Download or read book Marketing Analytics Practitioner's Guide, The - Volume 1: Brand And Consumer written by Ashok Charan and published by World Scientific. This book was released on 2023-09-13 with total page 340 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume I is focused on Brand and Consumer. Part I of this volume is dedicated to understanding the concepts and methods of brand sensing and brand equity. It delves into the analytic techniques used to track and profile brand image, and explains the key components of brand equity, how to measure it, and what factors drive it. It provides readers with a comprehensive framework for measuring and understanding brand equity and the tools to pursue its growth.Part II of this volume focuses on understanding consumers through qualitative and quantitative research methods, segmentation, customer satisfaction, customer value management, consumer panels, consumer analytics and big data. The volume covers the analytic tools used to extract insights from consumer transactions, which are becoming increasingly important in today's data-driven world. It also covers the use of consumer analytics and big data specifically within consumer markets.

Marketing Analytics Practitioner's Guide, The - Volume 4: Retail And Statistics

Author : Ashok Charan
Publisher : World Scientific
ISBN 13 : 9811275114
Total Pages : 300 pages
Book Rating : 4.8/5 (112 download)

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Book Synopsis Marketing Analytics Practitioner's Guide, The - Volume 4: Retail And Statistics by : Ashok Charan

Download or read book Marketing Analytics Practitioner's Guide, The - Volume 4: Retail And Statistics written by Ashok Charan and published by World Scientific. This book was released on 2023-09-13 with total page 300 pages. Available in PDF, EPUB and Kindle. Book excerpt: As the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management concepts and their practical applications, making it a valuable resource for professionals and students alike.The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume IV is divided into two parts — Retail and Statistics for Marketing Analytics. Retail delves into the various aspects of retail tracking, sales and distribution, retail analytics, and category management.The chapter on retail tracking covers in detail the processes that make up a retail measurement service, including the metrics supported by the service, the key benefits of the service, and how the data is interpreted.The sales and distribution chapter covers five key managerial objectives — building distribution, targeting the right channels and chains, optimizing assortment, securing retailer support, and managing stocks in trade.The retail analytics chapter covers a range of diagnostic analytic tools used to extract insights from disaggregate outlet-level data.Category management offers a framework for retailers to manage their business and for suppliers to understand the dynamics of trade marketing.Statistics for Marketing Analytics covers basic statistics, sampling, and marketing mix modelling. It aims to equip readers with the statistical knowledge and tools necessary to analyse and interpret marketing data. The chapters in this part provide a comprehensive understanding of statistical methods and their applications in marketing analytics, including sampling techniques, probability distributions, hypothesis testing, and regression analysis.

Marketing Analytics

Author : Ashok Charan
Publisher :
ISBN 13 : 9789814632898
Total Pages : 602 pages
Book Rating : 4.6/5 (328 download)

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Book Synopsis Marketing Analytics by : Ashok Charan

Download or read book Marketing Analytics written by Ashok Charan and published by . This book was released on 2015 with total page 602 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Marketing Analytics: A Practitioner's Guide To Marketing Analytics And Research Methods

Author : Ashok Charan
Publisher : World Scientific Publishing Company
ISBN 13 : 9814641383
Total Pages : 720 pages
Book Rating : 4.8/5 (146 download)

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Book Synopsis Marketing Analytics: A Practitioner's Guide To Marketing Analytics And Research Methods by : Ashok Charan

Download or read book Marketing Analytics: A Practitioner's Guide To Marketing Analytics And Research Methods written by Ashok Charan and published by World Scientific Publishing Company. This book was released on 2015-05-20 with total page 720 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Digital and Social Media Marketing

Author : Nripendra P. Rana
Publisher : Springer Nature
ISBN 13 : 3030243745
Total Pages : 337 pages
Book Rating : 4.0/5 (32 download)

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Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Customer Fraud and Business Responses

Author : Kelly T. Tian
Publisher : Bloomsbury Publishing USA
ISBN 13 : 0313075921
Total Pages : 272 pages
Book Rating : 4.3/5 (13 download)

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Book Synopsis Customer Fraud and Business Responses by : Kelly T. Tian

Download or read book Customer Fraud and Business Responses written by Kelly T. Tian and published by Bloomsbury Publishing USA. This book was released on 2001-12-30 with total page 272 pages. Available in PDF, EPUB and Kindle. Book excerpt: From remarkably frank and credible responses to their comprehensive research questionnaire, Tian and Keep provide a unique, wide ranging catalogue of frauds that customers perpetrate on businesses--and what marketers can do to combat it. They were able to receive and analyze more than 250 written descriptions--a 71% response rate!--of the acts that customers committed and the methods they used. Instead of merely a checklist, Tian and Keep obtained their data in the customers' own words, resulting in highly detailed and reliable insights into why customers did what they did. They find that customer fraud has emerged as a form of guerilla warfare against companies, that it is adapted to specific situations, and that underlying customers' motivation is a need to get even. Ethics has little do with it. In fact, some respondents even asserted that they had an obligation to commit fraud: they did it to retaliate against what they perceived as unethical acts that businesses committed against them. The result is a rare documentation of the specifics of fraud, how it threatens not only business but entire economies, and the actions--bold and subtle--that marketers can take in self-protective response. Not only will corporate management, particularly in marketing, get detailed descriptions of their customers' fraud strategies and tactics, but they will also receive insights into where they are vulnerable and why. Tian and Keep show that fraud has become so socially acceptable among middle class customers that they are willing to share their tactics, strategies, and secrets with their friends. With this as their foundation, the authors give practitioners an arsenal of detection and deterrence methods. Equally important, they provide ways to implement them without alienating their other, blameless customers. They also show marketers what they can do to reestablish trust in their marketing exchanges with customers, and improve relationships in ways that will diminish (if not fully eliminate) the incidence of fraud. For management generally as well as marketers in companies of all sizes and type, Tian's and Keep's book is essential, engrossing, and useful reading.

Product Management Essentials

Author : Aswin Pranam
Publisher : Apress
ISBN 13 : 1484233034
Total Pages : 179 pages
Book Rating : 4.4/5 (842 download)

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Book Synopsis Product Management Essentials by : Aswin Pranam

Download or read book Product Management Essentials written by Aswin Pranam and published by Apress. This book was released on 2017-12-12 with total page 179 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gain all of the techniques, teachings, tools, and methodologies required to be an effective first-time product manager. The overarching goal of this book is to help you understand the product manager role, give you concrete examples of what a product manager does, and build the foundational skill-set that will gear you towards a career in product management. To be an effective PM in the tech industry, you need to have a basic understanding of technology. In this book you’ll get your feet wet by exploring the skills a PM needs in their toolset and cover enough ground to make you feel comfortable in a technical discussion. A PM is not expected to have the same level of depth or knowledge as a software engineer, but knowing enough to continue the conversation can be a benefit in your career in product management. A complete product manager will have a 360-degree understanding of user experience and how to craft beautiful products that are easy-to-use, with the end user in mind. You’ll continue your journey with a walk through basic UX principles and even go through the process of building a simple set of UI frames for a mock app. Aside from the technical and design expertise, a PM needs to master the social aspects of the role. Acting as a bridge between engineering, marketing, and other teams can be difficult, and this book will dive into the business and soft skills of product management. After reading Product Management Essentials you will be one of a select few technically-capable PMs who can interface with management, stakeholders, customers, and the engineering team. What You Will Learn Gain the traits of a successful PM from industry PMs, VCs, and other professionals See the day-to-day responsibilities of a PM and how the role differs across tech companies Absorb the technical knowledge necessary to interface with engineers and estimate timelines Design basic mocks, high-fidelity wireframes, and fully polished user interfaces Create core documents and handle business interactions Who This Book Is For Individuals who are eyeing a transition into a PM role or have just entered a PM role at a new organization for the first time. They currently hold positions as a software engineer, marketing manager, UX designer, or data analyst and want to move away from a feature-focused view to a high-level strategic view of the product vision.

Occupational Outlook Handbook

Author : United States. Bureau of Labor Statistics
Publisher :
ISBN 13 :
Total Pages : 740 pages
Book Rating : 4.3/5 ( download)

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Book Synopsis Occupational Outlook Handbook by : United States. Bureau of Labor Statistics

Download or read book Occupational Outlook Handbook written by United States. Bureau of Labor Statistics and published by . This book was released on 1957 with total page 740 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Social and Sustainability Marketing

Author : Jishnu Bhattacharyya
Publisher : CRC Press
ISBN 13 : 1000408027
Total Pages : 945 pages
Book Rating : 4.0/5 (4 download)

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Book Synopsis Social and Sustainability Marketing by : Jishnu Bhattacharyya

Download or read book Social and Sustainability Marketing written by Jishnu Bhattacharyya and published by CRC Press. This book was released on 2021-09-26 with total page 945 pages. Available in PDF, EPUB and Kindle. Book excerpt: "... an important intervention in the conversation around social and ecological sustainability that draws on both micromarketing and macromarketing scholarship to help the reader understand the challenges with illustrations from insightful cases both from emerging and developed economies. This compilation should be essential reading for the discerning student of sustainable consumption and production." -- Professor Pierre McDonagh, Associate Editor, Journal of Macromarketing (USA); Professor of Critical Marketing & Society, University of Bath, UK Experts in the field of economics, management science, and particularly in the marketing domain have always been interested in and acknowledged the importance of sustaining profitable businesses while incorporating societal and environmental concerns; however, the level of existing literature and availability of teaching cases reflect a dearth of real case studies, especially those focused on marketing for social good. This book of actual case studies will address that need. In addition, this book is important and timely in providing a case book for instructors (those in both industry and academia) to help them in teaching and training the next generation of leaders through corporate training and universities. Currently, marketing for social good is increasingly becoming a part of most curriculums under the umbrella of different titles, such as social marketing, green marketing, and sustainability marketing. The relevance of these studies is increasing across the globe. This book is composed of long and short real cases with varying complexity in different sectors. This case book will also cover some review articles for an overview of the recent developments in the study area. With these case studies, collections of questions, teaching materials, and real-life marketing scenarios, this book offers a unique source of knowledge to marketing professionals, students, and educators across the world. The main objective of this case book is to understand the applicability of marketing science (marketing for social good context, such as social marketing and sustainability marketing) in internet marketing related to e-buying behavior and e-WOM. In addition, it illustrates the various types of existing marketing practices that are relevant from both theoretical and practical points of view in this electronic era, as well as discussing other non-electronic marketing practices and focusing on consumer buying behavior. As a result, marketing managers can treat their customers according to their desired value. This book particularly explores the possibilities and advantages created by social marketing and sustainability marketing through the presentation of thorough review articles and case studies. This case book helps corporate training centers and universities with compact teaching reference materials in their relevant courses.

Introduction to Data Science

Author : Rafael A. Irizarry
Publisher : CRC Press
ISBN 13 : 1000708039
Total Pages : 794 pages
Book Rating : 4.0/5 (7 download)

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Book Synopsis Introduction to Data Science by : Rafael A. Irizarry

Download or read book Introduction to Data Science written by Rafael A. Irizarry and published by CRC Press. This book was released on 2019-11-20 with total page 794 pages. Available in PDF, EPUB and Kindle. Book excerpt: Introduction to Data Science: Data Analysis and Prediction Algorithms with R introduces concepts and skills that can help you tackle real-world data analysis challenges. It covers concepts from probability, statistical inference, linear regression, and machine learning. It also helps you develop skills such as R programming, data wrangling, data visualization, predictive algorithm building, file organization with UNIX/Linux shell, version control with Git and GitHub, and reproducible document preparation. This book is a textbook for a first course in data science. No previous knowledge of R is necessary, although some experience with programming may be helpful. The book is divided into six parts: R, data visualization, statistics with R, data wrangling, machine learning, and productivity tools. Each part has several chapters meant to be presented as one lecture. The author uses motivating case studies that realistically mimic a data scientist’s experience. He starts by asking specific questions and answers these through data analysis so concepts are learned as a means to answering the questions. Examples of the case studies included are: US murder rates by state, self-reported student heights, trends in world health and economics, the impact of vaccines on infectious disease rates, the financial crisis of 2007-2008, election forecasting, building a baseball team, image processing of hand-written digits, and movie recommendation systems. The statistical concepts used to answer the case study questions are only briefly introduced, so complementing with a probability and statistics textbook is highly recommended for in-depth understanding of these concepts. If you read and understand the chapters and complete the exercises, you will be prepared to learn the more advanced concepts and skills needed to become an expert.

Strengthening Forensic Science in the United States

Author : National Research Council
Publisher : National Academies Press
ISBN 13 : 0309142393
Total Pages : 348 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis Strengthening Forensic Science in the United States by : National Research Council

Download or read book Strengthening Forensic Science in the United States written by National Research Council and published by National Academies Press. This book was released on 2009-07-29 with total page 348 pages. Available in PDF, EPUB and Kindle. Book excerpt: Scores of talented and dedicated people serve the forensic science community, performing vitally important work. However, they are often constrained by lack of adequate resources, sound policies, and national support. It is clear that change and advancements, both systematic and scientific, are needed in a number of forensic science disciplines to ensure the reliability of work, establish enforceable standards, and promote best practices with consistent application. Strengthening Forensic Science in the United States: A Path Forward provides a detailed plan for addressing these needs and suggests the creation of a new government entity, the National Institute of Forensic Science, to establish and enforce standards within the forensic science community. The benefits of improving and regulating the forensic science disciplines are clear: assisting law enforcement officials, enhancing homeland security, and reducing the risk of wrongful conviction and exoneration. Strengthening Forensic Science in the United States gives a full account of what is needed to advance the forensic science disciplines, including upgrading of systems and organizational structures, better training, widespread adoption of uniform and enforceable best practices, and mandatory certification and accreditation programs. While this book provides an essential call-to-action for congress and policy makers, it also serves as a vital tool for law enforcement agencies, criminal prosecutors and attorneys, and forensic science educators.

Business Marketing Management

Author : Michael D. Hutt
Publisher :
ISBN 13 : 9789814510608
Total Pages : 438 pages
Book Rating : 4.5/5 (16 download)

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Book Synopsis Business Marketing Management by : Michael D. Hutt

Download or read book Business Marketing Management written by Michael D. Hutt and published by . This book was released on 2014 with total page 438 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Reflecting the latest trends and issues, the new Europe, Middle East & Africa Edition of Business Marketing Management: B2B delivers comprehensive, cutting-edge coverage that equips students with a solid understanding of today's dynamic B2B market. The similarities and differences between consumer and business markets are clearly highlighted and there is an additional emphasis on automated B2B practices and the impact of the Internet."--Cengage website.

Niche Envy

Author : Joseph Turow
Publisher : MIT Press
ISBN 13 : 026226496X
Total Pages : 236 pages
Book Rating : 4.2/5 (622 download)

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Book Synopsis Niche Envy by : Joseph Turow

Download or read book Niche Envy written by Joseph Turow and published by MIT Press. This book was released on 2008-02-15 with total page 236 pages. Available in PDF, EPUB and Kindle. Book excerpt: The price we pay for the new strategies in database marketing that closely track desirable customers, offering them benefits in return for personal information. We have all been to Web sites that welcome us by name, offering us discounts, deals, or special access to content. For the most part, it feels good to be wanted—to be valued as a customer. But if we thought about it, we might realize that we've paid for this special status by turning over personal information to a company's database. And we might wonder whether other customers get the same deals we get, or something even better. We might even feel stirrings of resentment toward customers more valued than we are. In Niche Envy, Joseph Turow examines the emergence of databases as marketing tools and the implications this may have for media, advertising, and society. If the new goal of marketing is to customize commercial announcements according to a buyer's preferences and spending history—or even by race, gender, and political opinions—what does this mean for the twentieth-century tradition of equal access to product information, and how does it affect civic life? Turow shows that these marketing techniques are not wholly new; they have roots in direct marketing and product placement, widely used decades ago and recently revived and reimagined by advertisers as part of "customer relationship management" (known popularly as CRM). He traces the transformation of marketing techniques online, on television, and in retail stores. And he describes public reaction against database marketing—pop-up blockers, spam filters, commercial-skipping video recorders, and other ad-evasion methods. Polls show that the public is nervous about giving up personal data. Meanwhile, companies try to persuade the most desirable customers to trust them with their information in return for benefits. Niche Envy tracks the marketing logic that got us to this uneasy impasse.

Handbook of Statistical Analysis and Data Mining Applications

Author : Robert Nisbet
Publisher : Elsevier
ISBN 13 : 0124166458
Total Pages : 822 pages
Book Rating : 4.1/5 (241 download)

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Book Synopsis Handbook of Statistical Analysis and Data Mining Applications by : Robert Nisbet

Download or read book Handbook of Statistical Analysis and Data Mining Applications written by Robert Nisbet and published by Elsevier. This book was released on 2017-11-09 with total page 822 pages. Available in PDF, EPUB and Kindle. Book excerpt: Handbook of Statistical Analysis and Data Mining Applications, Second Edition, is a comprehensive professional reference book that guides business analysts, scientists, engineers and researchers, both academic and industrial, through all stages of data analysis, model building and implementation. The handbook helps users discern technical and business problems, understand the strengths and weaknesses of modern data mining algorithms and employ the right statistical methods for practical application. This book is an ideal reference for users who want to address massive and complex datasets with novel statistical approaches and be able to objectively evaluate analyses and solutions. It has clear, intuitive explanations of the principles and tools for solving problems using modern analytic techniques and discusses their application to real problems in ways accessible and beneficial to practitioners across several areas—from science and engineering, to medicine, academia and commerce. Includes input by practitioners for practitioners Includes tutorials in numerous fields of study that provide step-by-step instruction on how to use supplied tools to build models Contains practical advice from successful real-world implementations Brings together, in a single resource, all the information a beginner needs to understand the tools and issues in data mining to build successful data mining solutions Features clear, intuitive explanations of novel analytical tools and techniques, and their practical applications