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Author : Marian Azzaro
Publisher :
ISBN 13 :
Total Pages : 556 pages
Book Rating : 4.3/5 ( download)
Download or read book Strategic Media Decisions written by Marian Azzaro and published by . This book was released on 2004 with total page 556 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Peter S.H. Leeflang
Publisher : Springer Science & Business Media
ISBN 13 : 146154050X
Total Pages : 642 pages
Book Rating : 4.4/5 (615 download)
Download or read book Building Models for Marketing Decisions written by Peter S.H. Leeflang and published by Springer Science & Business Media. This book was released on 2013-06-29 with total page 642 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 : Larry Kelley
Publisher : Routledge
ISBN 13 : 131751937X
Total Pages : 352 pages
Book Rating : 4.3/5 (175 download)
Download or read book Advertising Media Planning written by Larry Kelley and published by Routledge. This book was released on 2015-03-27 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis, as well as those who must ultimately approve strategic media decisions. Full of current brand examples, the book is a "must-read" for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach, and real-world business examples. Several new chapters have been added to the fourth edition, including: International advertising Campaign evaluation The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today Evaluating media vehicles, filled with up-to-date examples Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media Increased coverage of communication planning Added focus on the importance of media strategy early on in the book Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.
Author : Berend Wierenga
Publisher : Springer Science & Business Media
ISBN 13 : 0387782133
Total Pages : 630 pages
Book Rating : 4.3/5 (877 download)
Download or read book Handbook of Marketing Decision Models written by Berend Wierenga and published by Springer Science & Business Media. This book was released on 2008-09-05 with total page 630 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.
Author : Edgar Crane
Publisher : John Wiley & Sons
ISBN 13 :
Total Pages : 532 pages
Book Rating : 4.:/5 (319 download)
Download or read book Marketing Communications written by Edgar Crane and published by John Wiley & Sons. This book was released on 1972 with total page 532 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Roger Baron
Publisher : McGraw Hill Professional
ISBN 13 : 0071738908
Total Pages : 496 pages
Book Rating : 4.0/5 (717 download)
Download or read book Advertising Media Planning, Seventh Edition written by Roger Baron and published by McGraw Hill Professional. This book was released on 2010-05-28 with total page 496 pages. Available in PDF, EPUB and Kindle. Book excerpt: The industry standard for 30 years—updated to include the newest developments in digitization and the three screens of video Apply the latest advertising technologies Build your brand in every medium Create the right budget for each campaign Through six previous editions, Advertising Media Planning has proven essential to the success of both practicing and aspiring media planners. Now in its seventh edition, it continues to provide valuable insight into the construction of media plans that most effectively achieve marketing objectives. Advertising Media Planning, seventh edition, retains all the critical information you need to know about traditional media—including TV, radio, and print--while exploring the latest media forms, illustrated with major advertiser case histories. You’ll find comprehensive coverage of the latest media planning and digital technologies, including: • Organic and sponsored Google search • Digital out-of-home video • Internet banners • Computerized media channel planning • Cell phone mobile-media • DVR’s impact on TV commercial viewing • New online and traditional media measurement technologies • Interactive television • Cross-media planning • Data fusion • International competitive spending analysis This is an exciting time for media planners. Those with the most creativity, strategic insight, and knowledge of the market are sure to find the greatest rewards. Providing firm grounding on the fundamentals and bringing you up to speed on the latest developments in digitization, this updated classic is the best and most complete companion available for navigating the new frontier of media planning.
Author :
Publisher :
ISBN 13 :
Total Pages : 690 pages
Book Rating : 4.3/5 (512 download)
Download or read book Marketing & Media Decisions written by and published by . This book was released on 1988 with total page 690 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Nikolaos F. Matsatsinis
Publisher : Springer Science & Business Media
ISBN 13 : 146151147X
Total Pages : 517 pages
Book Rating : 4.4/5 (615 download)
Download or read book Intelligent Support Systems for Marketing Decisions written by Nikolaos F. Matsatsinis and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 517 pages. Available in PDF, EPUB and Kindle. Book excerpt: Intelligent Support Systems for Marketing Decisions examines new product development, market penetration strategies, and other marketing decisions utilizing a confluence of methods, including Decision Support Systems (DSS), Artificial Intelligence in Marketing and Multicriteria Analysis. The authors systematically examine the use and implementation of these methodologies in making strategic marketing decisions. Part I discusses the basic concepts of multicriteria analysis vis-à-vis marketing decisions and in new product development situations. Part II presents basic concepts from the fields of Information Systems, Decision Support Systems, and Intelligent Decision Support Methods. In addition, specialized categories of DSS (multicriteria DSS, web-based DSS, group DSS, spatial DSS) are discussed in terms of their key features and current use in marketing applications. Part III presents IDSS and a multicriteria methodology for new product development. Further chapters present a developmental strategy for analyzing, designing, and implementing an Intelligent Marketing Decision Support System. The implementation discussion is illustrated with a real-world example of the methods and system in use.
Author : Kelley
Publisher : M.E. Sharpe
ISBN 13 : 0765628767
Total Pages : 146 pages
Book Rating : 4.7/5 (656 download)
Download or read book Cases in Advertising Management written by Kelley and published by M.E. Sharpe. This book was released on 2015-05-18 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: "Cases in Advertising Management" offers a wide range of short, medium-length, and longer cases, all designed to illuminate the topics covered in an Advertising Management course. The book can stand alone, or, for instructors who wish to incorporate a combined casebook and textbook approach, it can be adopted alongside any standard text, including Advertising Management by the same authors.The book features actual real-life cases that reflect current trends in the advertising and promotion industry, with a strong emphasis on digital media and integrated marketing communications. A detailed introduction ('How to Analyze a Case Study') is followed by 30 cases, covering a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, and managing change.
Author : Arnold M. Barban
Publisher : Contemporary Books
ISBN 13 :
Total Pages : 180 pages
Book Rating : 4.E/5 ( download)
Download or read book Essentials of Media Planning written by Arnold M. Barban and published by Contemporary Books. This book was released on 1993 with total page 180 pages. Available in PDF, EPUB and Kindle. Book excerpt: In six concise, highly readable chapters, Essentials of Media Planning explains the key elements behind every successful media program. With an emphasis on the role of media planning in marketing decision making, this practical, hands-on guide is the first step towards structuring a complete and workable media plan for any product or service. New to this edition: actual media plans by leading agencies for top new consumer and business-to-business products - Levi Dockers, Sun Microsystems, and Samsonite Luggage; an illustrated analysis of the media decision-making process; the enhanced role of database marketing in media planning to reach individual consumers with targeted messages; expanded coverage of market segmentation devices, including new VALS 2 and SMRB data; up-to-date media sources and statistics; and critical evaluation of newly developed online media selection services, including SMRB's CHOICES and Telmar's MicroNetwork N3P. Authoritative and easy-to-use, Essentials of Media Planning is a "real-world", back-to-basics guide for every media specialist, advertiser, marketer, and media student.
Author : Jack Zanville Sissors
Publisher :
ISBN 13 :
Total Pages : 460 pages
Book Rating : 4.:/5 (319 download)
Download or read book Advertising Media Planning written by Jack Zanville Sissors and published by . This book was released on 1982 with total page 460 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Markus Ståhlberg
Publisher : Kogan Page Publishers
ISBN 13 : 0749464720
Total Pages : 295 pages
Book Rating : 4.7/5 (494 download)
Download or read book Shopper Marketing written by Markus Ståhlberg and published by Kogan Page Publishers. This book was released on 2012-02-03 with total page 295 pages. Available in PDF, EPUB and Kindle. Book excerpt: Shopper Marketing details how marketers can influence the buying decision in-store. The 35 contributors from top companies around the world have packed the book with practical advice on shopper needs and trends, retail environments, effective packaging and much more to equip product and brand managers, packaging experts, merchandising specialists and more with the tools they need to be successful in this field of sales promotion. The second edition of Shopper Marketing has been fully updated to include a new forward by marketing guru Philip Kotler and 12 new articles that reflect the current changes in the fast growing area, focusing specifically on the international scope, the online presence and the future of shopper marketing. New case studies from India, China, Brazil and Japan also add to the depth and breadth of the first edition.
Author : Michael F. Walsh
Publisher :
ISBN 13 :
Total Pages : 8 pages
Book Rating : 4.:/5 (31 download)
Download or read book Advertising Media Decisions written by Michael F. Walsh and published by . This book was released on 1988 with total page 8 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Tapan K. Panda
Publisher : Excel Books India
ISBN 13 : 9788174465481
Total Pages : 780 pages
Book Rating : 4.4/5 (654 download)
Download or read book Marketing Management: Text and Cases Indian Context written by Tapan K. Panda and published by Excel Books India. This book was released on 2009 with total page 780 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Bowen, Gordon
Publisher : IGI Global
ISBN 13 : 1466665963
Total Pages : 313 pages
Book Rating : 4.4/5 (666 download)
Download or read book Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities written by Bowen, Gordon and published by IGI Global. This book was released on 2014-10-31 with total page 313 pages. Available in PDF, EPUB and Kindle. Book excerpt: For years, technology has been the impetus for progress in various processes, systems, and businesses; it shows no sign of ceasing further development. The application of technology-driven processes in promotionally-oriented environments has become more and more common in today’s business world. Computer-Mediated Marketing Strategies: Social Media and Online Brand Communities brings together marketing approaches and the application of current technology, such as social networking arenas, to show how this interaction creates a successful competitive advantage. Focusing on qualitative research, various technological tools, and diverse Internet environments, this book is a necessary reference source for academics, management practitioners, students, and professionals interested in the application of technology in promotionally-oriented processes.
Author :
Publisher :
ISBN 13 :
Total Pages : 1000 pages
Book Rating : 4.3/5 (555 download)
Download or read book Media Decisions written by and published by . This book was released on 1978 with total page 1000 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Larry D. Kelley
Publisher :
ISBN 13 : 9781782689928
Total Pages : pages
Book Rating : 4.6/5 (899 download)
Download or read book Advertising Media Planning written by Larry D. Kelley and published by . This book was released on 2012 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: This acclaimed and widely adopted text offers practical guidance for those involved in the critical task of media planning on a daily basis, as well as those who must ultimately approve strategic media decisions.
