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Author: Gary L. Lilien
Publisher: Prentice Hall
ISBN: 9780135456415
Category : Marketing
Languages : en
Pages : 803
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Book Description
The view of this book is that there are essentially three purposes for modeling in marketing: measuring marketing actions and outcomes, developing operational support for marketing decisions, and explaining marketing observations or phenomena.
Author: Gary L. Lilien
Publisher: Prentice Hall
ISBN: 9780135456415
Category : Marketing
Languages : en
Pages : 803
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Book Description
The view of this book is that there are essentially three purposes for modeling in marketing: measuring marketing actions and outcomes, developing operational support for marketing decisions, and explaining marketing observations or phenomena.
Author: Berend Wierenga
Publisher: Springer Science & Business Media
ISBN: 0387782133
Category : Business & Economics
Languages : en
Pages : 621
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Book Description
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: Berend Wierenga
Publisher: Springer Science & Business Media
ISBN: 0387782125
Category : Business & Economics
Languages : en
Pages : 621
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Book Description
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. The HANDBOOK OF MARKETING DECISION MODELS presents the state of the art in marketing decision models, dealing with new modeling areas such as customer relationship management, customer value and online marketing, but also describes recent developments in other areas. In the category of marketing mix models, the latest models for advertising, sales promotions, sales management, and competition are dealt with. New developments are presented in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets. Not only are the most recent models discussed, but the book also pays attention to the implementation of marketing models in companies and to applications in specific industries.
Author: Peter S.H. Leeflang
Publisher: Springer Science & Business Media
ISBN: 146154050X
Category : Business & Economics
Languages : en
Pages : 642
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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: Helen Strong
Publisher: Business Expert Press
ISBN: 1606499637
Category : Business & Economics
Languages : en
Pages : 172
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Book Description
Modern business practice, especially in the field of marketing, depends on the integration of creative and analytical thinking. One of the tools in this process is the use of management models to guide business decisions. However, the inherent power of the models is only released when the people applying them have the ability to gather relevant information and interpret the relationships between the variables in the model. This book examines the role of some of the most popular management models and will help you determine when they should be applied. In addition, it suggests which models may be relevant and, more importantly, identifies the type of information needed to implement them; and also reduces the complexity of these models through a logical and systematic approach. Models recognize the impact of globalization, technology, systems thinking, and the need for an integrated approach in strategic marketing. You’ll find new ones dealing with consumer engagement, gamification, supply chain management, and cultural integration. If you’re a student of business and marketing, a junior market researcher, or a manager responsible for the preparation of strategic analyses prior to problem-solving and planning sessions, this book is for you!
Author: Dominique M. Hanssens
Publisher: Springer Science & Business Media
ISBN: 0306475944
Category : Business & Economics
Languages : en
Pages : 507
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Book Description
From 1976 to the beginning of the millennium—covering the quarter-century life span of this book and its predecessor—something remarkable has happened to market response research: it has become practice. Academics who teach in professional fields, like we do, dream of such things. Imagine the satisfaction of knowing that your work has been incorporated into the decision-making routine of brand managers, that category management relies on techniques you developed, that marketing management believes in something you struggled to establish in their minds. It’s not just us that we are talking about. This pride must be shared by all of the researchers who pioneered the simple concept that the determinants of sales could be found if someone just looked for them. Of course, economists had always studied demand. But the project of extending demand analysis would fall to marketing researchers, now called marketing scientists for good reason, who saw that in reality the marketing mix was more than price; it was advertising, sales force effort, distribution, promotion, and every other decision variable that potentially affected sales. The bibliography of this book supports the notion that the academic research in marketing led the way. The journey was difficult, sometimes halting, but ultimately market response research advanced and then insinuated itself into the fabric of modern management.
Author: Pinto, Filipe Mota
Publisher: IGI Global
ISBN: 1799829650
Category : Business & Economics
Languages : en
Pages : 240
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Book Description
Modern marketing practices have evolved to become a dynamic meeting point for technology practitioners and business professionals. Digital technologies have added a new paradigm to the way businesses are projected, communicated, and developed through their marketing activities, from message delivery to content production. Digital Marketing Strategies and Models for Competitive Business is a collection of innovative research that seeks to connect theory with application, identifying best practices over digital marketing to business purposes. While highlighting topics including consumer analysis, search engine marketing, and marketing communications, this book is ideally designed for marketers, managers, executives, advertisers, graphic designers, researchers, practitioners, entrepreneurs, policymakers, and educators.
Author: Philippe A. Naert
Publisher: Springer Science & Business Media
ISBN: 1461565863
Category : Business & Economics
Languages : en
Pages : 405
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Book Description
The observation that many models are built but few are used has almost become a commonplace in the management science and operations research literature. Nevertheless, the statement remains to a large extent true today, also and perhaps even more so where marketing models are concerned. This led Philippe Naert, now about four years ago, to write a concept text of a few hundred pages on the subject of how to build imple men table marketing models, that is, models that can and will be used. One of the readers of that early manuscript was Peter Leefiang. He made suggestions leading to a more consistent ordering of the material and pro posed the addition of some topics and the expansion of others to make the book more self-contained. This resulted in a co-authorship and a revised version, which was written by Peter Leefiang and consisted of a reshuffling and an expansion of the original material by about fifty per cent. Several meetings between the co-authors produced further refinements in the text and the sequence of chapters and sections, after which Philippe Naert again totally reworked the whole text. This led to a new expansion, again by fifty per cent, of the second iteration. The third iteration also required the inclusion of a great deal of new literature indicating that the field is making fast progress and that implementation has become a major concern to marketing model builders.
Author: Linda Brennan
Publisher: Edward Elgar Publishing
ISBN: 1782548157
Category : Business & Economics
Languages : en
Pages : 449
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Book Description
This book provides a concise overview of the behaviour change models that are relevant to social marketing in order to assist academics and practitioners in social marketing program development. The book features a review and analysis of the most valid
Author: Vasudevan Sundararajan
Publisher: Blue Rose Publishers
ISBN: 9358191147
Category : Education
Languages : en
Pages : 375
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Book Description
Longitudinal models play a very important role in marketing model building, and there are some occasions when market research is conducted every day of the year. These longitudinal models can be useful to marketing managers to make many informed and important decisions for optimal allocation of resources to marketing mix variables. In particular, we cover three major applications of these principles adhering to Advertising tracking monitors, Brand Equity monitors, and sales promotion monitors. We introduce the reader to the basic principles and theory of econometrics in model building for analyzing sales and market share variables about marketing spending. Different functional forms are discussed in the book. And the readers are encouraged to use these functional forms to model the three monitors mentioned above. This book is targeted towards second-year MBA students and marketing/brand managers in companies to derive insights about the markets and competitors. This is followed up with different tools for forecasting companies' sales and market share. This book is useful for managers in durables and fast-moving consumer goods industries. This book addresses the need for when and where to make insights about marketing mix variables through econometric models. The author has 32 years of industry experience and is an expert in marketing models. The author has a Ph.D. in marketing from Purdue University. The book elucidates these theories without using complicated mathematical equations in simple-to-understand verbal models of complicated equations.
