Market Response and Marketing Mix Models

Market Response and Marketing Mix Models
Title Market Response and Marketing Mix Models PDF eBook
Author Douglas Bowman
Publisher Now Publishers Inc
Pages 89
Release 2010
Genre Business & Economics
ISBN 1601983549

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Market Response and Marketing Mix Models takes a forward-looking perspective identifying research opportunities related to market response and marketing mix models falling under four broad areas: - "New" or under-studied inputs and/or "richer" measures of inputs constructs. - Explicitly accounting for the process linking inputs to outputs - "New" or under-studied dependent variables - Under-studied or emerging contexts. Each section covers three broad areas related to marketing mix models - data issues and requirements, methodologies (i.e., traditional econometrics; Bayesian methods; structural models), and substantive findings. As quantitative information about markets and marketing actions has become widely available, modern marketing is presented with both a challenge and an opportunity: how to analyze this information accurately and efficiently, and how to use it to enhance marketing productivity. Market Response and Marketing Mix Models describes the tools needed for achieving these objectives.

Market Response Models

Market Response Models
Title Market Response Models PDF eBook
Author Dominique M. Hanssens
Publisher Springer Science & Business Media
Pages 507
Release 2005-12-19
Genre Business & Economics
ISBN 0306475944

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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.

Visualizing Marketing

Visualizing Marketing
Title Visualizing Marketing PDF eBook
Author S. Umit Kucuk
Publisher Springer
Pages 129
Release 2016-12-20
Genre Business & Economics
ISBN 3319480278

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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.

Integrated Brand Marketing and Measuring Returns

Integrated Brand Marketing and Measuring Returns
Title Integrated Brand Marketing and Measuring Returns PDF eBook
Author P. Kitchen
Publisher Palgrave Macmillan
Pages 181
Release 2016-08-27
Genre Business & Economics
ISBN 9781349367054

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A successful marketing manager needs to be able to use different media channels to reach specific audiences, and know through campaign research and evaluation, how the component parts of integrated brand marketing are working. This book explores this criteria.

The Handbook of Marketing Research

The Handbook of Marketing Research
Title The Handbook of Marketing Research PDF eBook
Author Rajiv Grover
Publisher SAGE
Pages 721
Release 2006-06-23
Genre Business & Economics
ISBN 141290997X

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The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.

Handbook of Marketing Strategy

Handbook of Marketing Strategy
Title Handbook of Marketing Strategy PDF eBook
Author Venkatesh Shankar
Publisher Edward Elgar Publishing
Pages 529
Release 2012
Genre Business & Economics
ISBN 1781005222

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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.

Marketing Analytics: A Practitioner's Guide To Marketing Analytics And Research Methods

Marketing Analytics: A Practitioner's Guide To Marketing Analytics And Research Methods
Title Marketing Analytics: A Practitioner's Guide To Marketing Analytics And Research Methods PDF eBook
Author Ashok Charan
Publisher World Scientific Publishing Company
Pages 720
Release 2015-05-20
Genre Business & Economics
ISBN 9814641383

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The digital age has transformed the very nature of marketing. Armed with smartphones, tablets, PCs and smart TVs, consumers are increasingly hanging out on the internet. Cyberspace has changed the way they communicate, and the way they shop and buy. This fluid, de-centralized and multidirectional medium is changing the way brands engage with consumers.At the same time, technology and innovation, coupled with the explosion of business data, has fundamentally altered the manner we collect, process, analyse and disseminate market intelligence. The increased volume, variety and velocity of information enables marketers to respond with much greater speed, to changes in the marketplace. Market intelligence is timelier, less expensive, and more accurate and actionable.Anchored in this age of transformations, Marketing Analytics is a practitioner's guide to marketing management in the 21st century. The text devotes considerable attention to the way market analytic techniques and market research processes are being refined and re-engineered. Written by a marketing veteran, it is intended to guide marketers as they craft market strategies, and execute their day to day tasks.