110,95 €
Versandkostenfrei per Post / DHL
Lieferzeit 1-2 Wochen
Authored by world-leading authorities in the field, Marketing Analytics provides a thoroughly contemporary overview of marketing analytics and coverage of a wide range of cutting edge data analytics techniques. It offers a powerful framework, organising data analysis techniques around solving four underlying marketing problems: the 'First Principles of Marketing'. In this way, it offers an action-oriented, applied approach to managing marketing complexities and issues, and a sound grounding in making effective decisions based on strong evidence. It is supported by vivid international cases and examples, and applied pedagogical features. The companion website offers comprehensive classroom instruction slides, videos including walk throughs on all the examples and methods in the book, data sets, a test bank and a solution guide for instructors.
Authored by world-leading authorities in the field, Marketing Analytics provides a thoroughly contemporary overview of marketing analytics and coverage of a wide range of cutting edge data analytics techniques. It offers a powerful framework, organising data analysis techniques around solving four underlying marketing problems: the 'First Principles of Marketing'. In this way, it offers an action-oriented, applied approach to managing marketing complexities and issues, and a sound grounding in making effective decisions based on strong evidence. It is supported by vivid international cases and examples, and applied pedagogical features. The companion website offers comprehensive classroom instruction slides, videos including walk throughs on all the examples and methods in the book, data sets, a test bank and a solution guide for instructors.
Chapter 1 - Introduction to Marketing Analytics Based on First Principles
PART ONE - ALL CUSTOMERS DIFFER
Chapter 2 - Understanding Marketing Principles #1: All Customers Differ
Chapter 3 - Cluster Analysis for Segmentation
Chapter 4 - Discriminant Analysis for Targeting and Classification
Chapter 5 - Perceptual and Preference Mapping for Competitive Positioning
PART TWO - ALL CUSTOMERS CHANGE
Chapter 6 - Understanding Marketing Principle #2: All Customers Change
Chapter 7 - RFM Analysis
Chapter 8 - Logistic Regression
Chapter 9 - Customer Lifetime Value
PART THREE - ALL COMPETITORS REACT
Chapter 10 - Understanding Marketing Principle #3: All Competitors React
Chapter 11 - Survey Design and Testing to Derive Customer Insights
Chapter 12 - Conjoint Analysis for Product and Pricing Decisions
Chapter 13 - Forecasting Sales for New Products
PART FOUR - ALL RESOURCES ARE LIMITED
Chapter 14 - Understanding Marketing Principle #4: All Resources are Limited
Chapter 15 - Using Marketing Mix Models to Optimize the Marketing Mix
Chapter 16 - Using Marketing Experiments to Optimize the Marketing Mix
Chapter 17 - Using Topic Models to Glean Customer Insights
| Erscheinungsjahr: | 2022 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| ISBN-13: | 9781352013191 |
| ISBN-10: | 1352013193 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Palmatier, Robert W.
Petersen, J. Andrew Germann, Frank |
| Hersteller: | Bloomsbury Academic |
| Verantwortliche Person für die EU: | Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de |
| Maße: | 244 x 170 x 24 mm |
| Von/Mit: | Robert W. Palmatier (u. a.) |
| Erscheinungsdatum: | 24.03.2022 |
| Gewicht: | 0,741 kg |
Ähnliche Produkte
Lieferzeit 4-7 Werktage
Aktuell nicht verfügbar
Lieferzeit 1-2 Wochen
Lieferzeit 4-7 Werktage
Aktuell nicht verfügbar
Lieferzeit 1-2 Wochen