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Author : Paul E. Green
Publisher : Prentice Hall
ISBN 13 :
Total Pages : 806 pages
Book Rating : 4.3/5 (512 download)
Download or read book Research for Marketing Decisions written by Paul E. Green and published by Prentice Hall. This book was released on 1974 with total page 806 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 : Timothy R. Graeff
Publisher : Kendall/Hunt Publishing Company
ISBN 13 : 9780757531798
Total Pages : 404 pages
Book Rating : 4.5/5 (317 download)
Download or read book Marketing Research for Managerial Decision Making written by Timothy R. Graeff and published by Kendall/Hunt Publishing Company. This book was released on 2006-08-17 with total page 404 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 : Alan T. Shao
Publisher : Cengage Learning
ISBN 13 : 9780324074505
Total Pages : 0 pages
Book Rating : 4.0/5 (745 download)
Download or read book Marketing Research written by Alan T. Shao and published by Cengage Learning. This book was released on 2002 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: How does marketing research affect your daily life? With Marketing Research: An Aid to Decision Making, 2e, students find out how marketing research processes and results lead to the marketing decisions that impact their daily lives. This book also teaches students about the important issues and methods involved in conducting marketing research, and then using the findings to manipulate the marketing mix to meet customer needs. Reviews of statistics and key marketing concepts help students brush up on the basics as they learn more about the marketing research tools and uses. A strong Internet focus keeps students in touch with the latest marketing research technologies. Students also learn how to effectively use the Internet to gather market research data more quickly and efficiently.
Author : Kenneth E. Clow
Publisher : SAGE
ISBN 13 : 1412991307
Total Pages : 521 pages
Book Rating : 4.4/5 (129 download)
Download or read book Essentials of Marketing Research written by Kenneth E. Clow and published by SAGE. This book was released on 2013-01-09 with total page 521 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing research and showing students how to apply marketing research results. This text focuses on understanding and interpreting marketing research studies. Focusing on the 'how-to' and 'so what' of marketing research helps students understand the value of marketing research and how they can put marketing research into practice. There is a strong emphasis on how to use marketing research to make better management decisions. The unique feature set integrates data analysis, interpretation, application, and decision-making throughout the entire text. The text opens with a discussion of the role of marketing research, along with a breakdown of the marketing research process. The text then moves into a section discussing types of marketing research, including secondary resources, qualitative research, observation research, and survey research. Newer methods (e.g. using blogs or Twitter feeds as secondary resources and using online focus groups) are discussed as extensions of traditional methods such. The third section discusses sampling procedures, measurement methods, marketing scales, and questionnaires. Finally, a section on analyzing and reporting marketing research focuses on the fundamental data analysis skills that students will use in their marketing careers. Features of this text include: - Chapter Openers describe the results of a research study that apply to the topics being presented in that chapter. These are taken from a variety of industries, with a greater emphasis on social media and the Internet. - A Global Concerns section appears in each chapter, helping prepare students to conduct market research on an international scale.This text emphasizes the presentation of research results and uses graphs, tables, and figures extensively. - A Statistics Review section emphasizes the practical interpretation and application of statistical principles being reviewed in each chapter. - Dealing with Data sections in each chapter provide students with opportunities to practice interpreting data and applying results to marketing decisions. Multiple SPSS data sets and step-by-step instructions are available on the companion site to use with this feature. - Each Chapter Summary is tied to the chapter-opening Learning Objectives. - A Continuing Case Study follows a group of students through the research process. It shows potential trade-offs, difficulties and flaws that often occur during the implementation of research project. Accompanying case questions can be used for class discussion, in-class group work, or individual assignments. - End-of-Chapter Critical Thinking Exercises are applied in nature and emphasize key chapter concepts. These can be used as assignments to test students' understanding of marketing research results and how results can be applied to decision-making. - End-of-chapter Your Research Project provides more challenging opportunities for students to apply chapter knowledge on an in-depth basis, and thus olearn by doing.
Author : Venkatesh Shankar
Publisher : Edward Elgar Publishing
ISBN 13 : 1781005222
Total Pages : 529 pages
Book Rating : 4.7/5 (81 download)
Download or read book Handbook of Marketing Strategy written by Venkatesh Shankar and published by Edward Elgar Publishing. This book was released on 2012 with total page 529 pages. Available in PDF, EPUB and Kindle. Book excerpt: This authoritative, comprehensive, and accessible volume by leading global experts provides a broad overview of marketing strategy issues and questions, including its evolution, competitor analysis, customer management, resource allocation, dynamics, branding, advertising, multichannel management, digital marketing and financial aspects of marketing. The Handbook comprises seven broad topics. Part I focuses on the conceptual and organizational aspects of marketing strategy while Part II deals with understanding competition. Customers and customer-based strategy, marketing strategy decisions, and branding and brand strategies are covered in the next three parts while Part VI looks at marketing strategy dynamics. The final part discusses the impact of marketing strategy on performance variables such as sales, market share, shareholder value and stakeholder value. All of the chapters in this Handbook offer in-depth analyses of research developments, provide frameworks for analyzing key issues, and highlight important unresolved problems in marketing strategy. Collectively, they provide a deep understanding of and key insights into the foundations, antecedents and consequences of marketing strategy. This compendium is an essential resource guide for researchers, doctoral students, practitioners, and consultants in the field of marketing strategy.
Author : Ritu Mehta
Publisher : Taylor & Francis
ISBN 13 : 0429515456
Total Pages : 197 pages
Book Rating : 4.4/5 (295 download)
Download or read book Researching Marketing Decisions written by Ritu Mehta and published by Taylor & Francis. This book was released on 2019-04-24 with total page 197 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book looks at customer value creation through marketing decisions and analyses the critical phases of theoretical and methodological advancements in solving certain problems and customer-centric issues that firms face. The chapters highlight how theories have been borrowed from sociology, psychology and economics to understand phenomena such as customer preferences and decision-making, and how operations research and statistical tools have been applied to take optimal decisions on marketing-related issues such as channel management and pricing. The volume covers an array of topics including marketing orientation, consumer behaviour, and marketing mix comprising the elements of product, price, promotion and place. The articles offer both methodological and theoretical contributions, and also discuss some key results of implementation of marketing strategies by various firms. This book will be of interest to researchers and students of marketing, consumer behaviour, business management, economics, finance, international marketing, services marketing and international business.
Author : Michael Hyman
Publisher : John Wiley & Sons
ISBN 13 : 0470632569
Total Pages : 588 pages
Book Rating : 4.4/5 (76 download)
Download or read book Marketing Research Kit For Dummies written by Michael Hyman and published by John Wiley & Sons. This book was released on 2010-03-05 with total page 588 pages. Available in PDF, EPUB and Kindle. Book excerpt: The tools you need to identify, obtain, record, and analyze data Sure, access to data is faster and easier to obtain than ever before, but how do you cut through the clutter of information to find what's most useful and organize it to suit your purposes? Marketing Research Kit For Dummies supplies a brimming box of tools that help you mine mountains of data, find the sources you need, and focus your marketing plan. Whether you're an entrepreneur, a small business owner, or a marketer in a large organization, this powerful resource and companion CD provide you with hands-on tools you need to identify, obtain, record, and analyze secondary, data-electronic and print-for developing or revising a marketing plan, launching a new product or service, or implementing long-term strategic planning. It also offers clear, in-depth instructions and customizable forms for conducting your own primary research. Includes complete instructions for writing a research plan, conducting depth interviews, and focus groups Fully explains the process of sampling, analyzing data, and reporting results Features tips on developing questionnaires for face-to-face, Internet, and postal surveys Helps you keep an eye on your competition and analyze their results When money is tight and everything is on the line, you need to make sure you've done your homework. You need Marketing Research Kit For Dummies. Note: CD-ROM/DVD and other supplementary materials are not included as part of eBook file.
Author : Peter C. Verhoef
Publisher : Routledge
ISBN 13 : 1317561929
Total Pages : 339 pages
Book Rating : 4.3/5 (175 download)
Download or read book Creating Value with Big Data Analytics written by Peter C. Verhoef and published by Routledge. This book was released on 2016-01-08 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: Our newly digital world is generating an almost unimaginable amount of data about all of us. Such a vast amount of data is useless without plans and strategies that are designed to cope with its size and complexity, and which enable organisations to leverage the information to create value. This book is a refreshingly practical, yet theoretically sound roadmap to leveraging big data and analytics. Creating Value with Big Data Analytics provides a nuanced view of big data development, arguing that big data in itself is not a revolution but an evolution of the increasing availability of data that has been observed in recent times. Building on the authors’ extensive academic and practical knowledge, this book aims to provide managers and analysts with strategic directions and practical analytical solutions on how to create value from existing and new big data. By tying data and analytics to specific goals and processes for implementation, this is a much-needed book that will be essential reading for students and specialists of data analytics, marketing research, and customer relationship management.
Author : Joseph F. Hair
Publisher : McGraw-Hill/Irwin
ISBN 13 :
Total Pages : 404 pages
Book Rating : 4.0/5 ( download)
Download or read book Essentials of Marketing Research written by Joseph F. Hair and published by McGraw-Hill/Irwin. This book was released on 2007-07-02 with total page 404 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essentials of Marketing Research concisely delivers an up-to-date review of a broad variety of marketing research topics. It takes an application-oriented approach, providing students with the tools and skills necessary to solve business problems and exploit business opportunities. The authors' years of experience in real-world marketing research is evident throughout, from their thorough treatment of qualitative research (given short shrift in many other books) to their knowledgeable coverage of sample size rules-of-thumb, conducting a background literature review, and the importance of new market research tools and techniques. Essentials of Marketing Research gives your students a strong command of market research principles, while being short enough to use alongside your favorite cases or projects.
Author : Paul E. Green
Publisher :
ISBN 13 :
Total Pages : 808 pages
Book Rating : 4.3/5 (97 download)
Download or read book Research for Marketing Decisions written by Paul E. Green and published by . This book was released on 1988 with total page 808 pages. Available in PDF, EPUB and Kindle. Book excerpt: Textbook
Author : Michael J. Baker
Publisher : Red Globe Press
ISBN 13 : 9781137025821
Total Pages : 0 pages
Book Rating : 4.0/5 (258 download)
Download or read book Marketing Strategy and Management written by Michael J. Baker and published by Red Globe Press. This book was released on 2014-12-19 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: The fifth edition of Marketing Strategy and Management builds upon Michael Baker's reputation for academic rigor. It retains the traditional, functional (4Ps) approach to marketing but incorporates current research, topical examples and case studies, encouraging students to apply theoretical principles and frameworks to real-world situations.
Author : James H. Myers
Publisher : South Western Educational Publishing
ISBN 13 : 9780877572596
Total Pages : 0 pages
Book Rating : 4.5/5 (725 download)
Download or read book Segmentation and Positioning for Strategic Marketing Decisions written by James H. Myers and published by South Western Educational Publishing. This book was released on 1996 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: Useful to both consumer marketers and business-to-business researchers, this detailed and engaging book delves much more deeply into segmentation than other marketing handbooks. Myers mediates between discussing the intricacies of segmentation and positioning techniques and showing the ways these techniques can be interpreted and used in the real world. The book covers measuring scales, cluster analysis, conjoint analysis, multivariate analysis, CHAID, and classification and regression trees. Other chapters deal with perceptual positioning maps-point and vector, value maps laddering techniques, and quadrant analysis. Myers uses examples to explain research analysis and provides practical information. In addition to explaining how to evaluate results, he provides caveats and explains pitfalls of each technique.
Author : Isobel Doole
Publisher : Cengage Learning
ISBN 13 :
Total Pages : 374 pages
Book Rating : 4.:/5 (318 download)
Download or read book Strategic Marketing Decisions in Global Markets written by Isobel Doole and published by Cengage Learning. This book was released on 2005 with total page 374 pages. Available in PDF, EPUB and Kindle. Book excerpt: This groundbreaking text analyses the decisions within the overall planning process of strategy development within a global context. The text identifies the issues faced at each stage of the strategic process and focuses on how more effective decisions can be made with the marketing environment.Strategic Marketing Decisions in global markets meets the needs of marketing students and practitioners in an up-to-date and innovative manner. It recognises the increasing time pressures of both students and managers and so strives to maintain the readability and clarity through a straightforward and logical structure that will enable them to apply their learning to the tasks ahead.
Author : Charles W. Lamb
Publisher : Cengage Canada
ISBN 13 : 0176910077
Total Pages : 33 pages
Book Rating : 4.1/5 (769 download)
Download or read book MKTG, 5th Edition written by Charles W. Lamb and published by Cengage Canada. This book was released on 2021-01-04 with total page 33 pages. Available in PDF, EPUB and Kindle. Book excerpt: MKTG, Fifth Canadian Edition, provides Introduction to Marketing students with an engaging learning experience. The growth of this text over the last 10 years has been shaped not only by reviews from instructors teaching the course, but also by focus groups with over 400 students. The engaging layout, where we consider the pedagogical value of photos, graphics, and white space, is one of the hallmarks of MKTG that students consistently comment they like the most. Within this thoroughly revised and updated edition, we have included over 175 new photos and figures, new feature boxes, and a new continuing case featuring Canadian company, Awake Chocolate. With MKTG, Fifth Canadian Edition, students not only learn the fundamentals of Marketing, but they also develop their soft skills, better preparing them for their careers!
Author : Rajiv Grover
Publisher : SAGE
ISBN 13 : 141290997X
Total Pages : 721 pages
Book Rating : 4.4/5 (129 download)
Download or read book The Handbook of Marketing Research written by Rajiv Grover and published by SAGE. This book was released on 2006-06-23 with total page 721 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.
