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Author: P. K. Kannan
Publisher:
ISBN:
Category : Brand choice
Languages : en
Pages : 68
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Book Description
Author: P. K. Kannan
Publisher:
ISBN:
Category : Brand choice
Languages : en
Pages : 68
Get Book Here
Book Description
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: 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: Michel Wedel
Publisher: Springer Science & Business Media
ISBN: 1461546516
Category : Business & Economics
Languages : en
Pages : 387
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Book Description
Modern marketing techniques in industrialized countries cannot be implemented without segmentation of the potential market. Goods are no longer produced and sold without a significant consideration of customer needs combined with a recognition that these needs are heterogeneous. Since first emerging in the late 1950s, the concept of segmentation has been one of the most researched topics in the marketing literature. Segmentation has become a central topic to both the theory and practice of marketing, particularly in the recent development of finite mixture models to better identify market segments. This second edition of Market Segmentation updates and extends the integrated examination of segmentation theory and methodology begun in the first edition. A chapter on mixture model analysis of paired comparison data has been added, together with a new chapter on the pros and cons of the mixture model. The book starts with a framework for considering the various bases and methods available for conducting segmentation studies. The second section contains a more detailed discussion of the methodology for market segmentation, from traditional clustering algorithms to more recent developments in finite mixtures and latent class models. Three types of finite mixture models are discussed in this second section: simple mixtures, mixtures of regressions and mixtures of unfolding models. The third main section is devoted to special topics in market segmentation such as joint segmentation, segmentation using tailored interviewing and segmentation with structural equation models. The fourth part covers four major approaches to applied market segmentation: geo-demographic, lifestyle, response-based, and conjoint analysis. The final concluding section discusses directions for further research.
Author: Rohit Deshpande
Publisher: SAGE
ISBN: 0761921982
Category : Business & Economics
Languages : en
Pages : 400
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Book Description
How can we use market knowledge effectively? What needs to be done to move from market knowledge to market insight? These and other questions of significance to marketers, researchers, and scholars alike are addressed in this timely volume. Drawing on a collection of outstanding papers from the prestigious Marketing Science Institute, Editor Rohit Desphande, has assembled, in a single source, the key research on market knowledge management and the best information available for new ideas on what's next. The contributing authors are scholars from leading business schools including Harvard, MIT, and Wharton. Using Market Knowledge is appropriate for students in advanced marketing courses, scholars and faculty interested in improving their understanding of knowledge management, and professionals in market research firms.
Author: Gordon M. Phillips
Publisher: DIANE Publishing
ISBN: 9781568069142
Category : Business & Economics
Languages : en
Pages : 62
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Book Description
Tests whether capital structure influences product market competition between firms that have sharply increased the debt in their capital structure.
Author: Kalyan T. Talluri
Publisher: Springer Science & Business Media
ISBN: 9780387243764
Category : Business & Economics
Languages : en
Pages : 756
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Book Description
Revenue management (RM) has emerged as one of the most important new business practices in recent times. This book is the first comprehensive reference book to be published in the field of RM. It unifies the field, drawing from industry sources as well as relevant research from disparate disciplines, as well as documenting industry practices and implementation details. Successful hardcover version published in April 2004.
Author: Naresh Malhotra
Publisher: Routledge
ISBN: 1351550926
Category : Business & Economics
Languages : en
Pages : 358
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Book Description
First Published in 2017. Routledge is an imprint of Taylor & Francis, an Informa company.
Author:
Publisher: DIANE Publishing
ISBN: 9781568066820
Category : Political Science
Languages : en
Pages : 32
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Book Description
Reviews the evolution of strategic alliances involving U.S. and Japanese companies in the semiconductor industry, and analyzes whether alliances can contribute to the renewal of an industry faced with stiff competition from Japan. Provides an overview of the changing nature of technology linkages in this important industry.
Author: DIANE Publishing Company
Publisher: DIANE Publishing
ISBN: 0788106856
Category :
Languages : en
Pages : 47
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Book Description
A review of available information, studies, and evaluations to determine the kinds of multiservice, school-linked approaches focused on school-age population and their families; the relative strengths and weaknesses of these approaches; and the circumstances under which each appears most appropriate. Identifies the problems and barriers encountered when using the school as a hub for delivering services, and much more. Charts and tables.
