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Market Response and Marketing Mix Models

2010 Business & Economics
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Release : 2010
Genre : Business & Economics
Kind : eBook
Book Rating : 549/5 ( reviews)

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Book Synopsis Market Response and Marketing Mix Models by : Douglas Bowman

Download or read book Market Response and Marketing Mix Models written by Douglas Bowman. This book was released on 2010. Available in PDF, EPUB and Kindle. Book excerpt: 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

2005-12-19 Business & Economics
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Release : 2005-12-19
Genre : Business & Economics
Kind : eBook
Book Rating : 944/5 ( reviews)

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Book Synopsis Market Response Models by : Dominique M. Hanssens

Download or read book Market Response Models written by Dominique M. Hanssens. This book was released on 2005-12-19. Available in PDF, EPUB and Kindle. Book excerpt: 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

2016-12-20 Business & Economics
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Release : 2016-12-20
Genre : Business & Economics
Kind : eBook
Book Rating : 278/5 ( reviews)

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Book Synopsis Visualizing Marketing by : S. Umit Kucuk

Download or read book Visualizing Marketing written by S. Umit Kucuk. This book was released on 2016-12-20. Available in PDF, EPUB and Kindle. Book excerpt: 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

2016-08-27 Business & Economics
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Release : 2016-08-27
Genre : Business & Economics
Kind : eBook
Book Rating : 054/5 ( reviews)

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Book Synopsis Integrated Brand Marketing and Measuring Returns by : P. Kitchen

Download or read book Integrated Brand Marketing and Measuring Returns written by P. Kitchen. This book was released on 2016-08-27. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Marketing Decision Models

1981 Business & Economics
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Release : 1981
Genre : Business & Economics
Kind : eBook
Book Rating : /5 ( reviews)

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Book Synopsis Marketing Decision Models by : Randall L. Schultz

Download or read book Marketing Decision Models written by Randall L. Schultz. This book was released on 1981. Available in PDF, EPUB and Kindle. Book excerpt: Includes bibliographical references and index.

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