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Author: Linge Xia
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
In the business-to-business (B2B) context, purchase decisions regularly involve multiple individuals. The unobserved interactions among these individuals can complicate the measurement of marketing response, a necessary input for resource allocation decisions. In this dissertation, I present a novel model that (1) captures the intra-group dynamics of decision-making units, (2) assesses the effectiveness of marketing touchpoints, and (3) improves the allocation of marketing resources across potential targets. This work builds on the organizational buying literature and proposes a framework that incorporates marketing touchpoints and unobserved intra-group interactions. Applying our model to data from a B2B communications equipment company, I categorize individual decision-makers based on their roles: Technical, Bridge, and Strategic. I find that Technical individuals exhibit the greatest response to seller-initiated touchpoints, followed by Bridge and then Strategic. Both Technical- and Bridge-initiated touchpoints positively influence purchase probability, but Strategic individuals have no statistically discernible direct response. However, all individuals influence the purchase decision via intra-group communication and interactions. Further, such intra-group dynamics appear to be negative, such that when one role initiates interactions with the seller, others are less likely to engage. Individuals with a Strategic role respond better to high-engagement level marketing efforts, while those serve a Technical role respond better low-engagement level marketing efforts. Overall, I find that managers should focus their marketing efforts on individuals who serve the Technical role but allocate more resources to the Strategic role for potential buyers or firms in the non-tech industry. I find that roles participate and influence the decisions differently across stages through the purchase funnel; the optimal strategy is to target the Strategic role in the awareness stage and the Technical or Bridge role in later stages.
Author: Linge Xia
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
In the business-to-business (B2B) context, purchase decisions regularly involve multiple individuals. The unobserved interactions among these individuals can complicate the measurement of marketing response, a necessary input for resource allocation decisions. In this dissertation, I present a novel model that (1) captures the intra-group dynamics of decision-making units, (2) assesses the effectiveness of marketing touchpoints, and (3) improves the allocation of marketing resources across potential targets. This work builds on the organizational buying literature and proposes a framework that incorporates marketing touchpoints and unobserved intra-group interactions. Applying our model to data from a B2B communications equipment company, I categorize individual decision-makers based on their roles: Technical, Bridge, and Strategic. I find that Technical individuals exhibit the greatest response to seller-initiated touchpoints, followed by Bridge and then Strategic. Both Technical- and Bridge-initiated touchpoints positively influence purchase probability, but Strategic individuals have no statistically discernible direct response. However, all individuals influence the purchase decision via intra-group communication and interactions. Further, such intra-group dynamics appear to be negative, such that when one role initiates interactions with the seller, others are less likely to engage. Individuals with a Strategic role respond better to high-engagement level marketing efforts, while those serve a Technical role respond better low-engagement level marketing efforts. Overall, I find that managers should focus their marketing efforts on individuals who serve the Technical role but allocate more resources to the Strategic role for potential buyers or firms in the non-tech industry. I find that roles participate and influence the decisions differently across stages through the purchase funnel; the optimal strategy is to target the Strategic role in the awareness stage and the Technical or Bridge role in later stages.
Author: Nripendra P. Rana
Publisher: Springer Nature
ISBN: 3030243745
Category : Business & Economics
Languages : en
Pages : 337
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Book Description
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.
Author: John Kuada
Publisher: Adonis & Abbey Publishers Ltd
ISBN: 1912234483
Category : Reference
Languages : en
Pages : 236
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Book Description
The marketing literature generally assumes that managers and customers always make rational (reasonable and logical) decisions. In real life, however, decision making process is hardly rational and straightforward. Managers and customers normally make decisions "e;in-action"e; - i.e. as they grapple with critical problems on daily basis. As such, they tend to combine experience-based knowledge with intuition and analysis to inform their decisions. Their decision making processes become even more complex when their companies operate within international contexts. It is therefore appropriate to teach students a variety of decision making skills as they prepare themselves to work in international companies. This is the task initiated in this book. It discusses how managers combine both rational and non-rational approaches and tools in their decision making processes, especially in international business contexts.Issues discussed include the following:A* The marketing strategy conceptA* Rational and non-rational approaches to decision makingA* Market-driving and market-driven strategiesA* Internal marketing strategiesA* Relational theories and strategies in marketingA* Organizational buying behaviour and strategiesA* Online advertising decisions and strategiesA* Assessment of export opportunitiesA* Marketing in the emerging economiesA* Societal and ethical considerations in marketing decisions
Author: Gerrit H. van Bruggen
Publisher: Now Publishers Inc
ISBN: 1601983689
Category : Business & Economics
Languages : en
Pages : 136
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Book Description
Marketing Decision Making and Decision Support addresses the topic of marketing management support systems (MMSS), which are computer-enabled devices that help marketers to make better decisions.
Author: William F. O'Dell
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 372
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Book Description
Includes index.
Author: Nikolaos F. Matsatsinis
Publisher: Springer Science & Business Media
ISBN: 146151147X
Category : Business & Economics
Languages : en
Pages : 517
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Book Description
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: Kumar, Anil
Publisher: IGI Global
ISBN: 1522509984
Category : Business & Economics
Languages : en
Pages : 455
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Book Description
The success of any organization is largely dependent on positive feedback and repeat business from patrons. By utilizing acquired marketing data, business professionals can more accurately assess practices, services, and products that their customers find appealing. The Handbook of Research on Intelligent Techniques and Modeling Applications in Marketing Analytics features innovative research and implementation practices of analytics in marketing research. Highlighting various techniques in acquiring and deciphering marketing data, this publication is a pivotal reference for professionals, managers, market researchers, and practitioners interested in the observation and utilization of data on marketing trends to promote positive business practices.
Author: Rajagopal
Publisher: IGI Global
ISBN: 1466640952
Category : Business & Economics
Languages : en
Pages : 274
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Book Description
"This book provides the latest research studies, market analysis, and best practices utilized in emerging markets to gain competitive advantage and market leadership"--Provided by publisher.
Author: Dung Nguyen
Publisher: Springer Science & Business Media
ISBN: 1461562090
Category : Business & Economics
Languages : en
Pages : 320
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Book Description
Remarkable advance in quantitative marketing research in the last two decades, incorporating applied microeconomic theories, operations research and management applications, has brought the field of marketing alongside with finance, accounting and productionto within an executive'sreach for a sophisticatedtoolbox for decision making in an increasingly competitive and complex business environment. A quick look at Marketing, a recently published book edited by Eliashberg and Lilien would indicate even to the casual reader the extent of such methodological progress made by marketing scholars. Even in such an impressive and nearly exhaustive collection oftopics, with the notable exception pointed out by the editors of applicationsofthe scanner data, and in spite of the reference to it, an important omission is related to the issues ofmarketing decisions under conditions ofuncertainty. It is fairly obvious to the marketing executive and academician alike to recognize the important role uncertaintyplays in marketingdecisions such as pricing, promotion, advertising, sales force management, and others. The major purpose of this study is to address certain major marketing decision variables within the general context of an uncertain environment. While there have been significant progresses in analyzing marketing behaviors in a stochastic environment,the sourcesscatteramong differentmanagementandmarketingjoumals; and to the extent that these issues are addressed at all, they have aimed mainly at each separate, specifictopic at a time. Thus, our effort to bring these studies together in the same framework should facilitate our in-depth analysis of these important phenomena.
Author: David W. Cravens
Publisher: McGraw-Hill/Irwin
ISBN:
Category : Business & Economics
Languages : en
Pages : 808
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Book Description
