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Author: William D. Perreault, Jr.
Publisher: McGraw-Hill Companies
ISBN: 9780075610298
Category : Business & Economics
Languages : en
Pages : 242
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Book Description
Author: William D. Perreault, Jr.
Publisher: McGraw-Hill Companies
ISBN: 9780075610298
Category : Business & Economics
Languages : en
Pages : 242
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Book Description
Author: Robert East
Publisher: SAGE
ISBN: 1446241858
Category : Business & Economics
Languages : en
Pages : 345
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Book Description
'A wonderful (and very unusual) balance between areas of marketing that are often at odds with each other (or, worse yet, unaware of each other)... I recommend it to any student, researcher, or manager in marketing' Peter Fader, Frances and Pei-Yuan Chia Professor; and Professor of Marketing, Wharton School, University of Pennsylvania 'Exceptional for the amount of relevant research that is presented and explained. Students who have read and understood this text are likely to be much more of use to industry' Fergus Hampton, Managing Director, Millward Brown Precis Written in a focused and accessible form by respected marketing academics, Consumer Behaviour helps readers to develop analytical and evidence-based thinking in marketing and avoid more formulaic approaches that lack the support of research. With a strong focus on the use of research, this book will really appeal to the specific needs of higher-level students. The book covers important material that is often missing in consumer behaviour texts. For example, whole chapters are devoted to brand loyalty, brand equity, biases in decision-making, word of mouth, the response to price and the effect of advertising. Shorter reviews cover evidence on topics such as loyalty programmes, the response to delay and retail atmospherics. Chapters are quite short and divided into sections. Each chapter contains exercises designed to draw out key ideas and consolidate understanding, and there are suggestions for further reading. A website to support the book has an Instructor's Manual that offers PowerPoint slides, discussion of exercises, computer programs, a suggested Masters-level course, and a Word file of references to assist students writing assignments.
Author: William D. Perreault
Publisher:
ISBN: 9780072557985
Category : Business
Languages : en
Pages : 214
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Book Description
Author: Kathryn Hashimoto
Publisher:
ISBN: 9780131996144
Category : Casinos
Languages : en
Pages : 0
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Book Description
The content in Casino Marketing has been pulled from the author's personal knowledge learned from 30 years researching, teaching and writing in the field as well as prominent gambling practitioners, and industry trade journals. This book on casino marketing is an attempt to link the gaming industry to the business environment and its theoretical underpinnings. Different from its competitors, this book uses and discusses different marketing theories to teach fundamental knowledge in the area before applying the information to the industry. Therefore, the readers accomplish two goals at one sitting. They learn about fundamental marketing practices as well as casino industry applications. Starting with a traditional overview of the industry, the book quickly moves onto strategic planning by combining the input of nine different managers from many different levels of responsibility in a variety of casinos. No other book on the market so thoroughly explores the uncontrollable environments that dictate how our product, price, place, and promotions should change in casino marketing.
Author: McCarthy
Publisher: Irwin Professional Publishing
ISBN: 9780256188370
Category :
Languages : en
Pages :
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Book Description
Author: Jim Sterne
Publisher: John Wiley & Sons
ISBN: 1119406331
Category : Business & Economics
Languages : en
Pages : 373
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Book Description
A straightforward, non-technical guide to the next major marketing tool Artificial Intelligence for Marketing presents a tightly-focused introduction to machine learning, written specifically for marketing professionals. This book will not teach you to be a data scientist—but it does explain how Artificial Intelligence and Machine Learning will revolutionize your company's marketing strategy, and teach you how to use it most effectively. Data and analytics have become table stakes in modern marketing, but the field is ever-evolving with data scientists continually developing new algorithms—where does that leave you? How can marketers use the latest data science developments to their advantage? This book walks you through the "need-to-know" aspects of Artificial Intelligence, including natural language processing, speech recognition, and the power of Machine Learning to show you how to make the most of this technology in a practical, tactical way. Simple illustrations clarify complex concepts, and case studies show how real-world companies are taking the next leap forward. Straightforward, pragmatic, and with no math required, this book will help you: Speak intelligently about Artificial Intelligence and its advantages in marketing Understand how marketers without a Data Science degree can make use of machine learning technology Collaborate with data scientists as a subject matter expert to help develop focused-use applications Help your company gain a competitive advantage by leveraging leading-edge technology in marketing Marketing and data science are two fast-moving, turbulent spheres that often intersect; that intersection is where marketing professionals pick up the tools and methods to move their company forward. Artificial Intelligence and Machine Learning provide a data-driven basis for more robust and intensely-targeted marketing strategies—and companies that effectively utilize these latest tools will reap the benefit in the marketplace. Artificial Intelligence for Marketing provides a nontechnical crash course to help you stay ahead of the curve.
Author: Edmund Jerome McCarthy
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
Author: John Burnett
Publisher: State University of New York Oer Services
ISBN: 9781641760119
Category : Business & Economics
Languages : en
Pages : 294
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Book Description
"Integrated Marketing" boxes illustrate how companies apply principles.
Author: Lawrence J. Gitman
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 1455
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Book Description
Introduction to Business covers the scope and sequence of most introductory business courses. The book provides detailed explanations in the context of core themes such as customer satisfaction, ethics, entrepreneurship, global business, and managing change. Introduction to Business includes hundreds of current business examples from a range of industries and geographic locations, which feature a variety of individuals. The outcome is a balanced approach to the theory and application of business concepts, with attention to the knowledge and skills necessary for student success in this course and beyond. This is an adaptation of Introduction to Business by OpenStax. You can access the textbook as pdf for free at openstax.org. Minor editorial changes were made to ensure a better ebook reading experience. Textbook content produced by OpenStax is licensed under a Creative Commons Attribution 4.0 International License.
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1466673583
Category : Business & Economics
Languages : en
Pages : 2254
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Book Description
As marketing professionals look for ever more effective ways to promote their goods and services to customers, a thorough understanding of customer needs and the ability to predict a target audiences reaction to advertising campaigns is essential. Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications explores cutting-edge advancements in marketing strategies as well as the development and design considerations integral to the successful analysis of consumer trends. Including both in-depth case studies and theoretical discussions, this comprehensive four-volume reference is a necessary resource for business leaders and marketing managers, students and educators, and advertisers looking to expand the reach of their target market.
