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Author : Robert C. Blattberg
Publisher :
ISBN 13 :
Total Pages : 27 pages
Book Rating : 4.:/5 (287 download)
Download or read book Modelling the Effectiveness and Profitability of Trade Promotions written by Robert C. Blattberg and published by . This book was released on 1980 with total page 27 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Robert C. Blattberg
Publisher :
ISBN 13 :
Total Pages : 536 pages
Book Rating : 4.4/5 (91 download)
Download or read book Sales Promotion written by Robert C. Blattberg and published by . This book was released on 1990 with total page 536 pages. Available in PDF, EPUB and Kindle. Book excerpt:
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 : Dominique M. Hanssens
Publisher : Springer Science & Business Media
ISBN 13 : 0306475944
Total Pages : 507 pages
Book Rating : 4.3/5 (64 download)
Download or read book Market Response Models written by Dominique M. Hanssens and published by Springer Science & Business Media. This book was released on 2005-12-19 with total page 507 pages. Available in PDF, EPUB and Kindle. Book excerpt: From 1976 to the beginning of the millennium—covering the quarter-century life span of this book and its predecessor—something remarkable has happened to market response research: it has become practice. Academics who teach in professional fields, like we do, dream of such things. Imagine the satisfaction of knowing that your work has been incorporated into the decision-making routine of brand managers, that category management relies on techniques you developed, that marketing management believes in something you struggled to establish in their minds. It’s not just us that we are talking about. This pride must be shared by all of the researchers who pioneered the simple concept that the determinants of sales could be found if someone just looked for them. Of course, economists had always studied demand. But the project of extending demand analysis would fall to marketing researchers, now called marketing scientists for good reason, who saw that in reality the marketing mix was more than price; it was advertising, sales force effort, distribution, promotion, and every other decision variable that potentially affected sales. The bibliography of this book supports the notion that the academic research in marketing led the way. The journey was difficult, sometimes halting, but ultimately market response research advanced and then insinuated itself into the fabric of modern management.
Author : Nanda S. Kumar
Publisher :
ISBN 13 :
Total Pages : 0 pages
Book Rating : 4.:/5 (137 download)
Download or read book Effectiveness of Trade Promotions written by Nanda S. Kumar and published by . This book was released on 2002 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Trade promotions are temporary price cuts that manufacturers offer retailers to encourage them to reduce retail prices. While trade promotion spending as a percentage of marketing budget has increased dramatically, the inefficiency of trade promotion represents the "number-one concern" among manufacturers as indicated by recent trade surveys. At the heart of this dissatisfaction lies manufacturers' concern regarding widespread retailer opportunism with low retail pass-through. Our objective is to develop a simple game-theoretic framework to examine the strategic considerations that underlie a retailer's decision to pass-through a trade deal. In particular, we are interested in answering the following questions: (i) What and how product-market characteristics impact the extent of retail opportunism? (ii) How can the manufacturer alleviate the retail pass-through problem by strategically supplementing trade promotions with advertising trade deals directly to consumers? To address these issues, we consider a stylized channel with a single manufacturer who serves two customer segments through a single (focal) retailer. We implicitly capture the essence of retail competition by allowing customers to have an outside option: other retailers that customers might search if they deem the price at the focal retailer to be "too high". Customers differ in their valuation for the manufacturer's product and in the costs they incur when searching for a better price at other retailers. While customers are unaware of the existence of a trade deal in any particular time period, through prior experience they know the frequency of such deals and, furthermore, they update their beliefs about the occurrence of a deal by observing the posted retail price. The retailer decides whether to pass-through a deal or not, recognizing the impact of his pass-through policy on customers' search propensity and hence, their willingness-to-pay. The main message of the paper is that in an environment where manufacturer offers trade promotions, a retailer may not have the incentive to pass a low wholesale price onto consumers because consumers do not have perfect information about ongoing trade promotions. When consumers observe a high price at the focal retailer and yet are not sure if a trade promotion is on, they may not look around for a low price. Therefore, the retailer can price opportunistically to gain a higher margin by not passing a low price to consumers. However, if the retailer never passes savings on, consumers can infer opportunistic pricing based on prior knowledge of trade promotion frequency and have a higher tendency to shop elsewhere, thus reducing sales volume. The retailer resolves the conflicting incentives by occasionally charging a low price when a trade promotion is on while posting a high price on other occasions. We find that the extent of retail opportunism depends on product-market characteristics such as the retailer's clientele and the heterogeneity in consumer search costs as well as on the characteristics of the manufacturer's trade promotion policy such as the frequency of trade promotion and the depth of discount offered. When the low valuation consumers have search costs that make them exit the market when the focal retailer posts a high price, the manufacturer will intervene by advertising his trade promotion directly to consumers thus performing a channel coordination function. We consider several extensions of the base model - explicit retail competition, differentiated retailers and heterogeneity in consumers' knowledge about the frequency of trade promotions ? and show that our basic results still hold.
Author : Gary L. Lilien
Publisher : DecisionPro
ISBN 13 : 1412022525
Total Pages : 545 pages
Book Rating : 4.4/5 (12 download)
Download or read book Marketing Engineering written by Gary L. Lilien and published by DecisionPro. This book was released on 2004 with total page 545 pages. Available in PDF, EPUB and Kindle. Book excerpt: Accompanying CD-ROM contains ... "26 software programs, help files and tutorials."--Page 4 of cover.
Author : Dominique M. Hanssens
Publisher : Springer Science & Business Media
ISBN 13 : 9400910738
Total Pages : 389 pages
Book Rating : 4.4/5 (9 download)
Download or read book Market Response Models: Econometric and Time Series Analysis written by Dominique M. Hanssens and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 389 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book reports over a decade's worth of research on the development of empirical response models that have important uses for generating marketing knowledge and improving marketing decisions. Some of its contributions to marketing are the following: 1. It integrates state-of-the art technical material with discussions of its relevance to management. 2. It provides continuity to a research stream over 20 years old. 3. It illustrates how marketing generalizations are the basis of marketing theory and marketing knowledge. 4. It shows how the research can be applied to marketing planning and forecasting. 5. It presents original research in marketing. The book addresses both marketing researchers and marketing managers. This can be done because empirical decision models are helpful in practice and are also based on theories of response. Econometric and time series analysis (ETS) is one of the few areas in marketing where there is little, if any, conflict between the academic sphere and the world of professional practice. Market Response Models is a sequel to Marketing Models and Econometric Research, published in 1976. It is rare for a research-oriented book in market ing to be updated or to have a sequel. Unlike many other methodologies, ETS research in marketing has stood the test of time. It remains the main method for discovering relations among marketing variables.
Author : Guy R. Powell
Publisher : John Wiley & Sons
ISBN 13 : 1118507827
Total Pages : 304 pages
Book Rating : 4.1/5 (185 download)
Download or read book Marketing Calculator written by Guy R. Powell and published by John Wiley & Sons. This book was released on 2012-08-22 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book uncovers the components of driving increased marketing effectiveness and can be applied to just about every industry and marketing challenge. It demystifies how marketers can significantly improve their measurement and management infrastructure in order to improve their return on marketing effectiveness and ROI. They will be able to significantly improve their tactical and strategic decision-making and finally be able to respond to John Wannamachers' "half of my advertising is wasted; I just don't know which half." With this in hand, they will be able to avoid the budget cutting ax, become a critical component of corporate success and enhance their careers. Even in a crowded theoretical marketing environment there are three new concepts being introduced: 1. The Marketing Effectiveness Framework to help marketers talk the talk of marketing effectiveness within marketing and with the C-Suite. 2. The Marketing Effectiveness Continuum to help marketers understand the organizational issues and change management associated with delivering long lasting enhanced marketing effectiveness. 3. The Marketing Accountability Framework to help marketers begin to collect data that is meaningful to improving their marketing effectiveness and to become accountable for their results. It is one of the only marketing books covering the topic at a global level. It includes a great number of specific case studies from North America, Asia, Europe and Africa. The cases cover the following industries: Telecommunications, consumer packaged goods, home repair services, travel, utilities, software, restaurants, alcoholic and non-alcoholic beverages and others. It can also be used to support marketing education at the university level. Whether the reader is a marketer, business analyst, C-level executive, this book will help them to understand the key issues surrounding the measurement of marketing effectiveness. More than that however, is how each of the concepts can be directly applied to their marketing environment. Each of the concepts are applied to the different types of businesses (business-to-business, OEM, consumer, NGO and others) so they can quickly make them actionable.
Author : Barton A Weitz
Publisher : SAGE
ISBN 13 : 9781412921206
Total Pages : 618 pages
Book Rating : 4.9/5 (212 download)
Download or read book Handbook of Marketing written by Barton A Weitz and published by SAGE. This book was released on 2006-08-11 with total page 618 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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 : Russell S Winer
Publisher : World Scientific
ISBN 13 : 9814596493
Total Pages : 529 pages
Book Rating : 4.8/5 (145 download)
Download or read book The History Of Marketing Science written by Russell S Winer and published by World Scientific. This book was released on 2014-06-27 with total page 529 pages. Available in PDF, EPUB and Kindle. Book excerpt: The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from its origins, The History of Marketing Science is a timely review of the accomplishments of marketing scientists in a number of research areas.Different research areas of marketing science, such as Pricing, Internet Marketing, Diffusion Models, and Advertising, are treated to a highly readable and easy-to-digest historical analysis by the contributing authors. Each chapter provides a chronological timeline of key historical developments in the area of marketing science covered. Readers of other disciplinary backgrounds outside of economics, statistics, and operations research will be more than able to appreciate the development of marketing science as a field of research and its pioneers through the book.
Author : Samuel Sang-Kwon Chun
Publisher :
ISBN 13 :
Total Pages : 236 pages
Book Rating : 4.:/5 (326 download)
Download or read book A Model of Trade Promotions written by Samuel Sang-Kwon Chun and published by . This book was released on 1995 with total page 236 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using a two period model of brand competition, the paper derives the necessary and sufficient conditions for trade dealing to be an equilibrium for manufacturers distributing through a retailer. It shows that trade dealing can be profitable in spite of forward buying by the retailer. It shows how greater than 100% pass through of deals by the retailer can occur when the retailer sells an additional good (or basket of goods) at positive margin to the consumers who shop at the store.
Author : Frank Myron Bass
Publisher :
ISBN 13 :
Total Pages : 568 pages
Book Rating : 4.:/5 (31 download)
Download or read book Mathematical Models and Methods in Marketing written by Frank Myron Bass and published by . This book was released on 1961 with total page 568 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Tsan-Ming Choi
Publisher : Springer Science & Business Media
ISBN 13 : 3642398693
Total Pages : 199 pages
Book Rating : 4.6/5 (423 download)
Download or read book Intelligent Fashion Forecasting Systems: Models and Applications written by Tsan-Ming Choi and published by Springer Science & Business Media. This book was released on 2013-11-29 with total page 199 pages. Available in PDF, EPUB and Kindle. Book excerpt: Forecasting is a crucial function for companies in the fashion industry, but for many real-life forecasting applications in the, the data patterns are notorious for being highly volatile and it is very difficult, if not impossible, to analytically learn about the underlying patterns. As a result, many traditional methods (such as pure statistical models) will fail to make a sound prediction. Over the past decade, advances in artificial intelligence and computing technologies have provided an alternative way of generating precise and accurate forecasting results for fashion businesses. Despite being an important and timely topic, there is currently an absence of a comprehensive reference source that provides up-to-date theoretical and applied research findings on the subject of intelligent fashion forecasting systems. This three-part handbook fulfills this need and covers materials ranging from introductory studies and technical reviews, theoretical modeling research, to intelligent fashion forecasting applications and analysis. This book is suitable for academic researchers, graduate students, senior undergraduate students and practitioners who are interested in the latest research on fashion forecasting.
Author : Gary L. Lilien
Publisher : Prentice Hall
ISBN 13 : 9780135456415
Total Pages : 803 pages
Book Rating : 4.4/5 (564 download)
Download or read book Marketing Models written by Gary L. Lilien and published by Prentice Hall. This book was released on 1992 with total page 803 pages. Available in PDF, EPUB and Kindle. Book excerpt: The view of this book is that there are essentially three purposes for modeling in marketing: measuring marketing actions and outcomes, developing operational support for marketing decisions, and explaining marketing observations or phenomena.
Author :
Publisher :
ISBN 13 :
Total Pages : 778 pages
Book Rating : 4.:/5 (318 download)
Download or read book Marketing Science written by and published by . This book was released on 1995 with total page 778 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Author : Berend Wierenga
Publisher : Springer Science & Business Media
ISBN 13 : 0387782133
Total Pages : 621 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 621 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 : Srinagesh Gavirneni
Publisher : World Scientific
ISBN 13 : 9813144351
Total Pages : 252 pages
Book Rating : 4.8/5 (131 download)
Download or read book Cross-functional Inventory Research written by Srinagesh Gavirneni and published by World Scientific. This book was released on 2016-07-28 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'Joe Thomas is a true renaissance academic who has integrated research, teaching, practice and leadership. He's advised numerous companies through board positions and consulting engagements. His research has identified and focused on real issues in operations management, like overcoming the dark side of worker flexibility and other aspects of the human component of operations. And he has then incorporated research findings into his teaching, including cases on issues like global operations that we can all benefit from. Joe is so admired by his colleagues that they chose him to lead the Johnson School as Dean. Joe is a model and an inspiration for all of us. This book, with its emphasis on cross-functional approaches to inventory management, is an excellent way to honor Joe on his retirement.'Marshall L FisherUniversity of Pennsylvania'Joe Thomas is one of the Grand Masters in our field of operations management. I will always remember him fondly as someone who has accomplished so much, with such a high status in our profession, and yet at the same time, a humble, warm and gentle scholar. In my early student days, I read of Joe's work in multi-echelon inventory systems. He has made deep contributions in manufacturing and distribution network designs and operations management, before the term 'supply chain management' became popular. He is also one of the early scholars in operations management who recognized and promoted the importance of looking at manufacturing and operations as a strategy for a firm. I have learned a great deal from both his writings and from interactions with him face to face. Of course, Joe has also been serving our community as an editor and through professional society leadership. I had first-hand experience from his editorship directly, since he processed some of the papers that I published. That experience also taught me how to have high standards, be encouraging, and be generous in giving advice and inputs in the editorial process. As a junior researcher at the time, such editorial support was both helpful and served as a great model. As a senior colleague, Joe has always treated me as a friend, making me feel comfortable and easy to exchange with him. Over the years, many of our colleagues have benefited tremendously from his mentorship and support. While he is a very serious researcher and holds very high standards in his work, Joe's personality radiates warmth and energy to those around him. And then he adds humor at the right time. I will never forget when Joe led all of us at a conference honoring the retirement of El Buffa to sing a song with lyrics that he composed himself, titled 'Just-in-Time.' The lyrics contained lessons in a very funny way. Joe is a pioneer in research (as well as in teaching and practice) that connected inventory management to other business functions such as human resources, marketing, finance and accounting. Thus, with its emphasis on cross-functional inventory research, this book is an excellent way to honor him on his retirement. It is a privilege for us to recognize and celebrate with him all he has done for our profession!'Hau L LeeStanford UniversityCross-Functional Inventory Research details path-breaking analytical, empirical and behavioral operations management research that interfaces inventory with the business functions of human resources, finance, accounting, information technology, and globalization.For about fifty years, inventory research was conducted with a silo mentality with assumptions of exogenous pricing, price-independent demand distribution, rational human decision making, and lack of information sharing. Over the past few years, there is increased realization that this kind of analysis and thinking will not be useful for the modern business world. This has motivated inventory researchers to reach across different business functional areas such as finance, marketing, human capital and information technology and identify research questions that are more appropriate for the modern, complex, data-driven business environments. Cross-Functional Inventory Research contains path-breaking research developments in cross-functional inventory research. The methodologies applied to answer these research questions cover the complete gamut of empirical, analytical, and behavioral approaches.
