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Handbook of Marketing Decision Models

Author : Berend Wierenga
Publisher : Springer Science & Business Media
ISBN 13 : 0387782133
Total Pages : 621 pages
Book Rating : 4.3/5 (877 download)

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Book Synopsis Handbook of Marketing Decision Models by : Berend Wierenga

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.

Essentials of Marketing Research

Author : Kenneth E. Clow
Publisher : SAGE
ISBN 13 : 1412991307
Total Pages : 521 pages
Book Rating : 4.4/5 (129 download)

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Book Synopsis Essentials of Marketing Research by : Kenneth E. Clow

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.

Product and Services Management

Author : George Avlonitis
Publisher : Pine Forge Press
ISBN 13 : 1446223221
Total Pages : 277 pages
Book Rating : 4.4/5 (462 download)

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Book Synopsis Product and Services Management by : George Avlonitis

Download or read book Product and Services Management written by George Avlonitis and published by Pine Forge Press. This book was released on 2006-04-11 with total page 277 pages. Available in PDF, EPUB and Kindle. Book excerpt: `A text that successfully bridges the gap between academic theorizing and practitioner applicability because it uses multiple real-world examples/mini-cases of management techniques to illustrate the well-researched academic theoretical foundations of the book′ - Creativity and Innovation Management `A complete and useful treatment of the domain of product and service decisions. This book is unique in its treatment, dealing with product and service portfolio evaluation, new product/service development and product/service elimination in an integrated manner. Enlivened by many mini-cases, the book provides a soup-to-nuts approach that will prove very attractive for students and be a valuable reference for managers as well. Highly recommended′ - Gary L Lilien, Distinguished Research Professor of Management Science, Penn State University `Product and Services Management (PSM) is a welcome, up to date summary of the key issues facing firms in developing and refreshing their portfolios. The examples and cases bring the academic arguments clearly into focus and demonstrate the crucial role of PSM in leading the overall strategy of the firm′ - Professor Graham Hooley, Senior Pro-Vice-Chancellor, Aston University, Birmingham `Managers responsible for and students interested in product portfolio decisions previously had to consult several sources for obtaining up-to-date information; books on new product development, articles on service development, readers on product management, and frameworks for product evaluation and termination. With the book Product and Services Management the reader obtains four-in-one. Avlonitis and Papastathopoulou reveal in a compelling and comprehensive manner why product decisions are the cornerstone of modern marketing and business, and illustrate the theory with numerous mini-cases from Europe and elsewhere. A must read for everyone with a passion for products′ - Dr Erik Jan Hultink, Professor of New Product Marketing, Delft University of Technology This book provides a holistic approach to the study of product and services management. It looks at the key milestones within a product′s or service life cycle and considers in detail three crucial areas within product management, namely product/service portfolio evaluation, new product/service development and product/service elimination. Based on research conducted in Europe and North America, this book includes revealing cases studies that will help students make important connections between theory and practice. The pedagogical features provided in each chapter include chapter introduction, summary, questions and a further reading section. Additional material for instructors include PowerPoint slides and indicative answers to each chapter′s questions. This book is written for undergraduate and postgraduate students of business administration who are pursuing courses in marketing, product portfolio management, new product development and product policy.

Statistics for Marketing and Consumer Research

Author : Mario Mazzocchi
Publisher : SAGE
ISBN 13 : 1446204014
Total Pages : 433 pages
Book Rating : 4.4/5 (462 download)

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Book Synopsis Statistics for Marketing and Consumer Research by : Mario Mazzocchi

Download or read book Statistics for Marketing and Consumer Research written by Mario Mazzocchi and published by SAGE. This book was released on 2008-05-22 with total page 433 pages. Available in PDF, EPUB and Kindle. Book excerpt: Balancing simplicity with technical rigour, this practical guide to the statistical techniques essential to research in marketing and related fields, describes each method as well as showing how they are applied. The book is accompanied by two real data sets to replicate examples and with exercises to solve, as well as detailed guidance on the use of appropriate software including: - 750 powerpoint slides with lecture notes and step-by-step guides to run analyses in SPSS (also includes screenshots) - 136 multiple choice questions for tests This is augmented by in-depth discussion of topics including: - Sampling - Data management and statistical packages - Hypothesis testing - Cluster analysis - Structural equation modelling

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.

Methods in Consumer Research, Volume 1

Author : Gaston Ares
Publisher : Woodhead Publishing
ISBN 13 : 0081012586
Total Pages : 652 pages
Book Rating : 4.0/5 (81 download)

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Book Synopsis Methods in Consumer Research, Volume 1 by : Gaston Ares

Download or read book Methods in Consumer Research, Volume 1 written by Gaston Ares and published by Woodhead Publishing. This book was released on 2018-01-02 with total page 652 pages. Available in PDF, EPUB and Kindle. Book excerpt: Methods for Consumer Research, Volume One: New Approaches to Classic Methods brings together world leading experts in global consumer research who provide a fully comprehensive state-of-the-art coverage of advances in the classical methods of consumer science. The book touches on the latest developments in qualitative techniques, including coverage of both focus groups and social media, while also focusing on liking, a fundamental principle of consumer science, consumer segmentation, and the influence of extrinsic product characteristics, such as packaging and presentation on consumer liking. In conjunction with the second volume, which covers alternative approaches and special applications, this book is an invaluable reference for academics working in the fields of in-sensory and consumer science, psychology, marketing and nutrition. And, with examples of the methodology being applied throughout, it serves as a practical guide to research and development managers in both food and non-food companies. - Presents a fully comprehensive coverage of the latest developments in the classical methodologies of consumer research - Provides examples of successful application of the methodologies presented - Includes focus groups and social media discussions - Encompasses consumer segmentation, with a focus on psychographics and genetics

Marketing Metrics

Author : Paul W. Farris
Publisher : Pearson Education
ISBN 13 : 0132716275
Total Pages : 463 pages
Book Rating : 4.1/5 (327 download)

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Book Synopsis Marketing Metrics by : Paul W. Farris

Download or read book Marketing Metrics written by Paul W. Farris and published by Pearson Education. This book was released on 2006-04-18 with total page 463 pages. Available in PDF, EPUB and Kindle. Book excerpt: Few marketers recognize the extraordinary range of metrics now available for evaluating their strategies and tactics. In Marketing Metrics, four leading researchers and consultants systematically introduce today's most powerful marketing metrics. The authors show how to use a "dashboard" of metrics to view market dynamics from various perspectives, maximize accuracy, and "triangulate" to optimal solutions. Their comprehensive coverage includes measurements of promotional strategy, advertising, and distribution; customer perceptions; market share; competitors' power; margins and profits; products and portfolios; customer profitability; sales forces and channels; pricing strategies; and more. You'll learn how and when to apply each metric, and understand tradeoffs and nuances that are critical to using them successfully. The authors also demonstrate how to use marketing metrics as leading indicators, identifying crucial new opportunities and challenges. For clarity and simplicity all calculations can be performed by hand, or with basic spreadsheet techniques. In coming years, few marketers will rise to senior executive levels without deep fluency in marketing metrics. This book is the fastest, easiest way to gain that fluency.

Survey Research for Managers

Author : Peter F. Hutton
Publisher : Springer
ISBN 13 : 1349068446
Total Pages : 280 pages
Book Rating : 4.3/5 (49 download)

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Book Synopsis Survey Research for Managers by : Peter F. Hutton

Download or read book Survey Research for Managers written by Peter F. Hutton and published by Springer. This book was released on 1988-06-18 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book provides an introduction to the ways in which managers can use surveys to improve their decision-making. It focuses on how straightforward survey data can be used to improve the overall quality of management.

Doing Research Projects in Marketing, Management and Consumer Research

Author : Chris Hackley
Publisher : Routledge
ISBN 13 : 1134492006
Total Pages : 221 pages
Book Rating : 4.1/5 (344 download)

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Book Synopsis Doing Research Projects in Marketing, Management and Consumer Research by : Chris Hackley

Download or read book Doing Research Projects in Marketing, Management and Consumer Research written by Chris Hackley and published by Routledge. This book was released on 2003-09-02 with total page 221 pages. Available in PDF, EPUB and Kindle. Book excerpt: As interpretive research perspectives become increasingly influential in the social sciences, so it becomes increasingly important for experienced researchers to familiarize themselves with the philosophical perspectives, data gathering techniques and analytical methods derived from interpretive research. Examining these interpretive traditions, this informative book illustrates how they can be applied to research projects for first-time researchers in the fields of management, marketing and consumer research. Topics covered include: choosing the topic gathering qualitative data for interpretation themes and concepts of interpretive research semiotics, marketing and consumer research. In offering practical examples drawn from existing studies and suggesting new topics for consideration, this book brings together major themes of interpretive research within a valuable practical guide. Suitable both for first time researchers and those with more experience, this is an ideal guide for anyone undertaking research in this area of study.

The Handbook of Marketing Research

Author : Rajiv Grover
Publisher : SAGE
ISBN 13 : 141290997X
Total Pages : 721 pages
Book Rating : 4.4/5 (129 download)

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Book Synopsis The Handbook of Marketing Research by : Rajiv Grover

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.

The Market Research Toolbox

Author : Edward F. McQuarrie
Publisher : SAGE Publications
ISBN 13 : 148331359X
Total Pages : 401 pages
Book Rating : 4.4/5 (833 download)

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Book Synopsis The Market Research Toolbox by : Edward F. McQuarrie

Download or read book The Market Research Toolbox written by Edward F. McQuarrie and published by SAGE Publications. This book was released on 2015-04-01 with total page 401 pages. Available in PDF, EPUB and Kindle. Book excerpt: Understanding marketing research to make better business decisions An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills, The Market Research Toolbox, Fourth Edition describes how to use market research to make strategic business decisions. This comprehensive collection of essential market research techniques, skills, and applications helps readers solve real-world business problems in a dynamic and rapidly changing business atmosphere. Based on real-world experiences, author Edward F. McQuarrie gives special attention to business-to-business markets, technology products, Big Data, and other web-enabled approaches. Readers with limited time or resources can easily translate the approaches from mass markets, simple products, and stable technologies to their own situations. Readers will master background context and the questions to ask before conducting research, as well as develop strategies for sorting through the extensive specialized material on market research.

You Can't Enlarge The Pie The Psychology Of Ineffective Government

Author : Max H. Bazerman
Publisher :
ISBN 13 :
Total Pages : 296 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis You Can't Enlarge The Pie The Psychology Of Ineffective Government by : Max H. Bazerman

Download or read book You Can't Enlarge The Pie The Psychology Of Ineffective Government written by Max H. Bazerman and published by . This book was released on 2001-08-15 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: Two of the country's leading experts in business negotiation and decision-making show how their methods can be used to solve the problems of government.

Decision Management

Author : J. Frank Yates
Publisher : John Wiley & Sons
ISBN 13 : 0787966746
Total Pages : 254 pages
Book Rating : 4.7/5 (879 download)

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Book Synopsis Decision Management by : J. Frank Yates

Download or read book Decision Management written by J. Frank Yates and published by John Wiley & Sons. This book was released on 2003-02-03 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: Why do the people in some companies continually dazzle us with their brilliant decisions while those in others make one blunder after another? Do they understand their businesses better? Are they just plain smarter? Or is it all a matter of luck? The answer, says J. Frank Yates, is none of the above. The real key, rarely recognized, is how the leaders manage the company's decision processes—the leaders' decision management practices. Drawing on his thirty years of research and experience as well as scholarship from psychology, economics, statistics, strategy, medicine, and other fields to explain the fundamental nature of business decision problems, Yates highlights the ten cardinal decision issues crucial to managing the decision-making process—and ultimately better company decisions. He covers problems ranging from recognizing whether a decision is actually called for to assuring that a preferred course of action will be implemented. He shows how solid decisions result when managers ensure that deciders resolve every cardinal issue effectively for every decision problem facing the company. He also reveals how, conversely, chronically poor decisions are traceable to managers allowing—or even creating—conditions that encourage deciders to fall short in how they address at least one of those critical issues.

Consumer Neuroscience

Author : Moran Cerf
Publisher : MIT Press
ISBN 13 : 0262036592
Total Pages : 362 pages
Book Rating : 4.2/5 (62 download)

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Book Synopsis Consumer Neuroscience by : Moran Cerf

Download or read book Consumer Neuroscience written by Moran Cerf and published by MIT Press. This book was released on 2017-11-16 with total page 362 pages. Available in PDF, EPUB and Kindle. Book excerpt: A comprehensive introduction to using the tools and techniques of neuroscience to understand how consumers make decisions about purchasing goods and services. Contrary to the assumptions of economists, consumers are not always rational actors who make decisions in their own best interests. The new field of behavioral economics draws on the insights of psychology to study non-rational decision making. The newer field of consumer neuroscience draws on the findings, tools, and techniques of neuroscience to understand how consumers make judgments and decisions. This book is the first comprehensive treatment of consumer neuroscience, suitable for classroom use or as a reference for business and marketing practitioners. After an overview of the field, the text offers the background on the brain and physiological systems necessary for understanding how they work in the context of decision making and reviews the sensory and perceptual mechanisms that govern our perception and experience. Chapters by experts in the field investigate tools for studying the brain, including fMRI, EEG, eye-tracking, and biometrics, and their possible use in marketing. The book examines the relation of attention, memory, and emotion to consumer behavior; cognitive factors in decision making; and the brain's reward system. It describes how consumers develop implicit associations with a brand, perceptions of pricing, and how consumer neuroscience can encourage healthy behaviors. Finally, the book considers ethical issues raised by the application of neuroscience tools to marketing. Contributors Fabio Babiloni, Davide Baldo, David Brandt, Moran Cerf, Yuping Chen, Patrizia Cherubino, Kimberly Rose Clark, Maria Cordero-Merecuana, William A. Cunningham, Manuel Garcia-Garcia, Ming Hsu, Ana Iorga, Philip Kotler, Carl Marci, Hans Melo, Kai-Markus Müller, Brendan Murray, Ingrid L. C. Nieuwenhuis, Graham Page, Hirak Parikh, Dante M. Pirouz, Martin Reimann, Neal J. Roese, Irit Shapira-Lichter, Daniela Somarriba, Julia Trabulsi, Arianna Trettel, Giovanni Vecchiato, Thalia Vrantsidis, Sarah Walker

Consumer Behavior and Managerial Decision Making

Author : Frank R. Kardes
Publisher :
ISBN 13 : 9780131227958
Total Pages : 457 pages
Book Rating : 4.2/5 (279 download)

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Book Synopsis Consumer Behavior and Managerial Decision Making by : Frank R. Kardes

Download or read book Consumer Behavior and Managerial Decision Making written by Frank R. Kardes and published by . This book was released on 2002 with total page 457 pages. Available in PDF, EPUB and Kindle. Book excerpt: For Consumer Behavior, Buyer Behavior, and high-level undergraduate or MBA courses. Kardes approaches the subject of consumer behavior by using experimental psychology as the foundation, and presents his material in three overlapping sections: basic concepts, persuasion, and managerial decision making.

Marketing Management Support Systems

Author : Berend Wierenga
Publisher : Springer Science & Business Media
ISBN 13 : 1461545951
Total Pages : 349 pages
Book Rating : 4.4/5 (615 download)

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Book Synopsis Marketing Management Support Systems by : Berend Wierenga

Download or read book Marketing Management Support Systems written by Berend Wierenga and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 349 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing management support systems are designed to make marketing managers more effective decision makers in this electronic era. Developments in information technology have caused a marketing data explosion, but have also provided a powerful set of tools that can transform this data into applicable marketing knowledge. Consequently, companies are making major investments in such marketing decision aids. This book is the first comprehensive, systematic textbook on marketing management support systems. The basic issue is the question of how to determine the most effective type of support for a given marketing decision maker in a particular decision situation. The book takes a demand-oriented approach. Decision aids for marketing managers can only be effective if they match with the thinking and reasoning process of the decision makers who use them. Consequently, the important questions addressed in this book are: how do marketing managers make decisions; how can marketing management support systems help to overcome several (cognitive) limitations of human decision makers; and what is the most appropriate type of management support system for assisting the problem-solving methods employed by a marketing decision-maker?

Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience

Author : Atli, Dincer
Publisher : IGI Global
ISBN 13 : 1799831280
Total Pages : 304 pages
Book Rating : 4.7/5 (998 download)

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Book Synopsis Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience by : Atli, Dincer

Download or read book Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience written by Atli, Dincer and published by IGI Global. This book was released on 2020-06-19 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing research in modern business has developed to include more than just data analytics. Today, an emerging interest within scientific marketing researches is the movement away from consumer research toward the use of direct neuroscientific approaches called neuromarketing. For companies to be profitable, they need to utilize the neuromarketing approach to understand how consumers view products and react to marketing, both consciously and unconsciously. Analyzing the Strategic Role of Neuromarketing and Consumer Neuroscience is a key reference source that provides relevant theoretical frameworks and the latest empirical research findings in the neuromarketing field. While highlighting topics such as advertising technologies, consumer behavior, and digital marketing, this publication explores cognitive practices and the methods of engaging customers on a neurological level. This book is ideally designed for marketers, advertisers, product developers, brand managers, consumer behavior analysts, consumer psychologists, managers, executives, behaviorists, business professionals, neuroscientists, academicians, and students.