A Model of Marketing Mix, Brand Switching and Competition PDF Download
Are you looking for read ebook online? Search for your book and save it on your Kindle device, PC, phones or tablets. Download A Model of Marketing Mix, Brand Switching and Competition PDF full book. Access full book title A Model of Marketing Mix, Brand Switching and Competition by Gregory S. Carpenter. Download full books in PDF and EPUB format.
Author: Gregory S. Carpenter
Publisher:
ISBN:
Category :
Languages : en
Pages : 62
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Book Description
Author: Gregory S. Carpenter
Publisher:
ISBN:
Category :
Languages : en
Pages : 62
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Book Description
Author: S. Umit Kucuk
Publisher: Springer
ISBN: 3319480278
Category : Business & Economics
Languages : en
Pages : 129
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Book Description
This book focuses on marketing graphics, figures, and visual artifacts discussed in marketing theory in order to explain and discuss the marketing concepts visually and open a door to future predictions of the evolution of such marketing concepts. Marketing concepts are, by nature, abstract and there is a need for approaches that provide a clear picture of such concepts and concrete and hands-on knowledge tools to students, scholars, and practitioners. Furthermore, the recent rising importance and popularity of marketing metrics make visualization of such important marketing phenomena possible. Visualizing or concretizing of marketing data is more important than ever as the usage and presentation of such enormous amounts of data requires visual representation. Thus, the book provides collection of such marketing visualization examples that can help marketing scholars and students to make sense of marketing concepts and their data, so that they can develop clearer and winning marketing strategies.
Author: Peter Leeflang
Publisher: Springer Science & Business Media
ISBN: 9780792378136
Category : Business & Economics
Languages : en
Pages : 676
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Book Description
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: Barton A Weitz
Publisher: SAGE
ISBN: 9781412921206
Category : Business & Economics
Languages : en
Pages : 618
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Book Description
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: Venkatesh Shankar
Publisher: Edward Elgar Publishing
ISBN: 1781005222
Category : Business & Economics
Languages : en
Pages : 529
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Book Description
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:
Publisher:
ISBN:
Category : Marketing research
Languages : en
Pages : 562
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Book Description
Author: Tilde Heding
Publisher: Routledge
ISBN: 1134068298
Category : Business & Economics
Languages : en
Pages : 286
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Book Description
For over two decades, it has been argued that the brand is an important value creator and should therefore be a top management priority. However, the definition of what a brand is remains elusive. This comprehensive textbook presents the reader with an exhaustive analysis of the scientific and paradigmatic approaches to the nature of brand as it has developed over the last twenty years. Taking a multi-disciplinary approach and offering an exhaustive analysis of brand research literature, it delivers a thorough understanding of the managerial implications of these different approaches to the management of the brand. Brand Mangement: Research, Theory and Practice fills a gap in the market, providing an understanding of how the nature of brand and the idea of the consumer differ in these approaches and offers in-depth insight into the opening question of almost every brand management course: "What is a brand?"
Author: P.H. Franses
Publisher: Elsevier
ISBN: 0762308575
Category : Business & Economics
Languages : en
Pages : 362
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Book Description
In the 16th Edition of "Advances in Econometrics", we present twelve papers discussing the current interface between Marketing and Econometrics. The authors are leading scholars in the fields and introduce the latest models for analysing marketing data. The papers are representative of the types of problems and methods that are used within the field of marketing. Marketing focuses on the interaction between the firm and the consumer. Economics encompasses this interaction as well as many others. Economics, along with psychology and sociology, provides a theoretical foundation for marketing. Given the applied nature of marketing research, measurement and quantitative issues arise frequently. Quantitative marketing tends to rely heavily upon statistics and econometrics. However, quantitative marketing can place a different emphasis upon the problem than econometrics, even when using the same techniques. A basic difference between quantitative marketing research and econometrics tends to be the pragmatism that is found in many marketing studies. Another important motivating factor in marketing research is the type of data that is available. Applied econometrics tends to rely heavily on data collected by governmental organizations. In contrast, marketing often uses data collected by private firms or marketing research firms. Observational and survey data are quite similar to those used in econometrics. However, the remaining types of data, panel and transactional, can look quite different from what may be familiar to econometricians. The automation and computerization of much of the sales transaction process leaves an audit trail that results in huge quantities of data. A popular area of study is the use of scanner data collected at the checkout stand using bar code readers. Methods that work for small data sets may not work well in these larger data sets. In addition, new sources of data, such as clickstream data from a web site, will offer new challenges. This volume addresses these and related issues.
Author: Tilde Heding
Publisher: Routledge
ISBN: 1317619196
Category : Business & Economics
Languages : en
Pages : 321
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Book Description
For more than three decades it has been argued that the brand is an important value creator and should be a top management priority. However, the definition of what a brand is remains elusive. BRAND MANAGEMENT: RESEARCH, THEORY, AND PRACTICE fills a gap in the market, providing an understanding of different 'schools of thought' in brand management and offers deep insight into the opening question of the opening question of almost every brand management course: 'What is a brand?' This comprehensive second edition offers an exhaustive scientific analysis of various approaches to brand management developed over the past thirty years. It also delivers a thorough understanding of the strategic and managerial implications of different brand perspectives.
Author: Christos C. Frangos
Publisher: Christos Frangos
ISBN: 6188298024
Category : Business & Economics
Languages : en
Pages : 294
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Book Description
This year’s Conference is organized by the Greek Foundation for Research in the Quantitative, Social and Economic Subjects, which is a non-profit Company with Articles of Association registered in the Chamber of Non-for- profit organizations. This Conference is a continuation, in a broader sense, of the four International Conferences which were organized by myself during the years 2003, 2009, 2013 and 2015, under the auspices of the Technological Educational Institute of Athens and of the 1st International Conference on Quantitative, Social, Biomedical and Economic Issues June 29-30, 2017, Athens, organized under the Auspices of the Greek Foundation for Research in the Quantitative, Social and Economic Subjects. This Conference is focusing on the Emerging New Technologies in every Sector, Financial, Social, Biomedical ,Humanitarian ,Educational and Economic , the influence which they exercise on Management, Education, Economy, Information and Communication, Medicine, Outer Space Research and the dangers and complications in people’s behavior generated from the uncontrollable use of the New Technologies.
