Автор: Wedel Название: Market segmentation ISBN: 0792386353 ISBN-13(EAN): 9780792386353 Издательство: Springer Рейтинг: Цена: 30606.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: 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.This book starts with a framework for cons
dering 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.
Автор: Dibb, Sally Simkin, Lyndon Название: Market segmentation success ISBN: 0789029189 ISBN-13(EAN): 9780789029188 Издательство: Taylor&Francis Рейтинг: Цена: 10411.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Market Segmentation Success: Making It Happen! reviews the principles of market segmentation and target market selection in an easy-to-read format. This how-to guide offers helpful strategies to common problems and best practice processes based on real-world case examples that will help professionals in their efforts for success.
Автор: Bang Nguyen Название: Ethical and Social Marketing in Asia ISBN: 0081000979 ISBN-13(EAN): 9780081000977 Издательство: Elsevier Science Рейтинг: Цена: 16506.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
There is a growing interest in firms' adoption of ethical and social marketing approaches among academics and practitioners alike. Ethical Marketing is the application of ethics into the marketing process, and Social Marketing is a concept that seeks to influence a target audience for the greater social good. Ethical and Social Marketing in Asia examines this so-far unexplored area, investigating why differing cultures and consumption behaviours require different emphasis in different markets. The diversity of the Asian countries provides a perplexing environment to the development and management of ethical and social marketing. The belief that bottom line profits is enough for a company, is often not favourably viewed by Asian countries emphasising collective, social and long term benefits for the people and country. Due to these interesting characteristics and complexities, the study of ethical and social marketing in Asia is a timely topic. The first chapters introduce Ethical Marketing in Asia, followed by case studies of how the approach is used across 14 diverse economies, geographically based on 'clusters'; North East, (China, Taiwan, Japan, South Korea), South East (Singapore, Malaysia, Thailand, Vietnam, Cambodia, the Philippines, Indonesia) and South Asia (India, Pakistan, Bangladesh). The second part discusses Social Marketing using the same sequence of regions and economies and the third part explores the unique link to Fairness Management in Asia, followed by a conclusion.
Explores the nature of ethical and social marketing from an Asian perspective
Discusses current ethical and social marketing researches and practices in different areas, industries, commercial and non-commercial sectors
Serves as an invaluable resource for marketing academics and practitioners requiring more than anecdotal evidence of different ethical and social marketing applications
Compares and contrasts unethical situations covering important aspects related to ethics, society and fairness
Includes an interesting mix of theory, research findings and practices
Автор: Malcolm McDonald Название: Market Segmentation, ISBN: 0750659815 ISBN-13(EAN): 9780750659819 Издательство: Elsevier Science Рейтинг: Цена: 6653.00 р. Наличие на складе: Поставка под заказ.
Описание: Segmentation and marketing mapping are core areas of the marketing syllabus. Dealing with market segmentation, this book features diagrams and market maps. It is intended for students and executives.
Автор: Charlesworth Название: An Introduction to Social Media Marketing ISBN: 0415856167 ISBN-13(EAN): 9780415856164 Издательство: Taylor&Francis Рейтинг: Цена: 26796.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: An Introduction to Social Media Marketing is the first textbook for students that offers a step by step guide to social media marketing. Mirroring its sister text, Digital Marketing: a Practical Approach, this book is grounded in solid academic underpinnings, but has a a lighter, hands-on approach that is perfect for shorter courses and additional reading.
Автор: Bodea Название: Segmentation, Revenue Management and Pricing Analytics ISBN: 0415898331 ISBN-13(EAN): 9780415898331 Издательство: Taylor&Francis Рейтинг: Цена: 10411.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book guides students and professionals in identifying and exploiting revenue management and pricing opportunities to improve profit in different business contexts, using relevant concepts and quantitative methods.
ООО "Логосфера " Тел:+7(495) 980-12-10 www.logobook.ru
