Marketing: An Introduction, Global Edition 14, Armstrong Gary
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Автор: Armstrong, Gary Kotler, Philip Название: Marketing: an introduction, global edition 15 ISBN: 1292433108 ISBN-13(EAN): 9781292433103 Издательство: Pearson Education Цена: 16075.00 р. Наличие на складе: Есть у поставщикаПоставка под заказ. Описание: Whether it`s at work or in their relationships, as parents or managing their money, the Rules have described how happy and successful people behave for over 25 years. The Rules of Everything contains the top 100 rules from the bestselling Rules books, as voted for by readers, so you can follow the common-sense advice on how to be happier and more successful.
Автор: Maria Rellie B. Kalacas Название: Hospitality and Tourism Marketing: A global perspective ISBN: 1774072637 ISBN-13(EAN): 9781774072639 Издательство: Mare Nostrum (Eurospan) Рейтинг: Цена: 9508.00 р. 13583.00-30% Наличие на складе: Есть (1 шт.) Описание: Explains the process of marketing in the hospitality and tourism industry. The book discusses the marketing environment of the tourism and hospitality sector and the role of social media marketing in the field. Also discussed is the role of consumer behaviour, organisational strategy, and the impact of marketing.
Автор: Palmer, Adrian (Professor of Services Marketing, U Название: Introduction to Marketing: Theory and Practice ISBN: 0199266271 ISBN-13(EAN): 9780199266272 Издательство: Oxford Academ Цена: 4750.00 р. Наличие на складе: Поставка под заказ.
Описание: 'Introduction to Marketing' provides a concise introduction to the principles of marketing, offering both critical analysis and applied case studies. The book is useful as a one semester introductory title for students studying at both undergraduate and postgraduate level.
Автор: Todd Kelsey Название: Introduction to Social Media Marketing ISBN: 1484228537 ISBN-13(EAN): 9781484228531 Издательство: Springer Рейтинг: Цена: 3213.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Statement of responsibility partially from cover.
Автор: Katsov, Ilya Название: Introduction to algorithmic marketing ISBN: 0692989048 ISBN-13(EAN): 9780692989043 Издательство: Неизвестно Рейтинг: Цена: 9196.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
Introduction to Algorithmic Marketing is a comprehensive guide to advanced marketing automation for marketing strategists, data scientists, product managers, and software engineers. It summarizes various techniques tested by major technology, advertising, and retail companies, and it glues these methods together with economic theory and machine learning. The book covers the main areas of marketing that require programmatic micro-decisioning - targeted promotions and advertisements, eCommerce search, recommendations, pricing, and assortment optimization.
"A comprehensive and indispensable reference for anyone undertaking the transformational journey towards algorithmic marketing."
―Ali Bouhouch, CTO, Sephora Americas
"It is a must-read for both data scientists and marketing officers―even better if they read it together."
―Andrey Sebrant, Director of Strategic Marketing, Yandex
"The book gives the executives, middle managers, and data scientists in your organization a set of concrete, actionable, and incremental recommendations on how to build better insights and decisions, starting today, one step at a time."
―Victoria Livschitz, founder and CTO, Grid Dynamics
Table of Contents
Chapter 1 - Introduction
The Subject of Algorithmic Marketing
The Definition of Algorithmic Marketing
Historical Backgrounds and Context
Programmatic Services
Who Should Read This Book?
Summary
Chapter 2 - Review of Predictive Modeling
Descriptive, Predictive, and Prescriptive Analytics
Economic Optimization
Machine Learning
Supervised Learning
Representation Learning
More Specialized Models
Summary
Chapter 3 - Promotions and Advertisements
Environment
Business Objectives
Targeting Pipeline
Response Modeling and Measurement
Building Blocks: Targeting and LTV Models
Designing and Running Campaigns
Resource Allocation
Online Advertisements
Measuring the Effectiveness
Architecture of Targeting Systems
Summary
Chapter 4 - Search
Environment
Business Objectives
Building Blocks: Matching and Ranking
Mixing Relevance Signals
Semantic Analysis
Search Methods for Merchandising
Relevance Tuning
Architecture of Merchandising Search Services
Summary
Chapter 5 - Recommendations
Environment
Business Objectives
Quality Evaluation
Overview of Recommendation Methods
Content-based Filtering
Introduction to Collaborative Filtering
Neighborhood-based Collaborative Filtering
Model-based Collaborative Filtering
Hybrid Methods
Contextual Recommendations
Non-Personalized Recommendations
Multiple Objective Optimization
Architecture of Recommender Systems
Summary
Chapter 6 - Pricing and Assortment
Environment
The Impact of Pricing
Price and Value
Price and Demand
Basic Price Structures
Demand Prediction
Price Optimization
Resource Allocation
Assortment Optimization
Architecture of Price Management Systems
Summary
Автор: Charlesworth Название: An Introduction to Social Media Marketing ISBN: 0415856175 ISBN-13(EAN): 9780415856171 Издательство: Taylor&Francis Рейтинг: Цена: 9492.00 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: 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.
Описание: Psychographics have been developed in the field of market research as a way to relate consumer behaviour to market choice. This book, originally published in 1992,introduces the essential elements of psychographics. It shows how researchers go about defining consumer profiles and designing successful research programmes. It looks at the way they are applied in various consumer groups and uses case study material to focus on some specific products from cameras to pet food.
Автор: Spinello Richard Название: Global Capitalism, Culture, and Ethics ISBN: 0415843960 ISBN-13(EAN): 9780415843966 Издательство: Taylor&Francis Рейтинг: Цена: 9186.00 р. Наличие на складе: Поставка под заказ.
Описание: Selected as an Outstanding Academic Title by Choice Magazine in 2014! This book aims to deepen the student’s understanding of the complex ethical challenges that businesses face in an increasingly globalized world. As the world moves towards greater interdependence, it has been demonstrated that globalization is linked to economic growth. This raises a critical question: as a key player in fostering economic growth, how does the multinational corporation function as a moral agent? Global Capitalism, Culture, and Ethics offers a sophisticated analysis of theoretical ethical issues such as universalism versus pluralism; the connection between law and morality; the validity of a corporate social agenda; and the general parameters of moral responsibilities for multinational corporations. With these foundational issues addressed, the book proceeds to analyze a number of specific controversies such as the proper scope of political activism, disinvestment, environmental sustainability, and responsible sourcing from low wage countries. The analysis of globalization is not confined to a treatment of the moral obligations of multinational corporations, but also reviews the history of global capitalism, the interdependence between governments and multinational corporations, and the beneficial and harmful effects of globalization on social welfare. Weaving together themes from economics, history, philosophy, and law, this book allows the reader to appreciate globalization from multiple perspectives. Its theoretical cogency and uncompromising clarity make it a rewarding read for students interested in issues of ethics and globalization.
Introduction to Algorithmic Marketing is a comprehensive guide to advanced marketing automation for marketing strategists, data scientists, product managers, and software engineers. It summarizes various techniques tested by major technology, advertising, and retail companies, and it glues these methods together with economic theory and machine learning. The book covers the main areas of marketing that require programmatic micro-decisioning - targeted promotions and advertisements, eCommerce search, recommendations, pricing, and assortment optimization.
"A comprehensive and indispensable reference for anyone undertaking the transformational journey towards algorithmic marketing."
―Ali Bouhouch, CTO, Sephora Americas
"It is a must-read for both data scientists and marketing officers―even better if they read it together."
―Andrey Sebrant, Director of Strategic Marketing, Yandex
"The book gives the executives, middle managers, and data scientists in your organization a set of concrete, actionable, and incremental recommendations on how to build better insights and decisions, starting today, one step at a time."
―Victoria Livschitz, founder and CTO, Grid Dynamics
Table of Contents
Chapter 1 - Introduction
The Subject of Algorithmic Marketing
The Definition of Algorithmic Marketing
Historical Backgrounds and Context
Programmatic Services
Who Should Read This Book?
Summary
Chapter 2 - Review of Predictive Modeling
Descriptive, Predictive, and Prescriptive Analytics
Economic Optimization
Machine Learning
Supervised Learning
Representation Learning
More Specialized Models
Summary
Chapter 3 - Promotions and Advertisements
Environment
Business Objectives
Targeting Pipeline
Response Modeling and Measurement
Building Blocks: Targeting and LTV Models
Designing and Running Campaigns
Resource Allocation
Online Advertisements
Measuring the Effectiveness
Architecture of Targeting Systems
Summary
Chapter 4 - Search
Environment
Business Objectives
Building Blocks: Matching and Ranking
Mixing Relevance Signals
Semantic Analysis
Search Methods for Merchandising
Relevance Tuning
Architecture of Merchandising Search Services
Summary
Chapter 5 - Recommendations
Environment
Business Objectives
Quality Evaluation
Overview of Recommendation Methods
Content-based Filtering
Introduction to Collaborative Filtering
Neighborhood-based Collaborative Filtering
Model-based Collaborative Filtering
Hybrid Methods
Contextual Recommendations
Non-Personalized Recommendations
Multiple Objective Optimization
Architecture of Recommender Systems
Summary
Chapter 6 - Pricing and Assortment
Environment
The Impact of Pricing
Price and Value
Price and Demand
Basic Price Structures
Demand Prediction
Price Optimization
Resource Allocation
Assortment Optimization
Architecture of Price Management Systems
Summary
Автор: Gupta Ankur Название: Marketing: An Introduction ISBN: 1632407744 ISBN-13(EAN): 9781632407740 Издательство: Неизвестно Рейтинг: Цена: 22522.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This textbook attempts to understand the multiple branches that fall under the discipline of marketing and how such concepts have practical applications. Marketing is analysing consumer perception to set and meet organizational objectives. There are four primary aspects of any marketing strategy - product, place, price and promotion. Marketing comprises the development of campaigns that target customer needs and their conception of 'quality'. The chapters in this book are compiled to enable the readers to develop a comprehensive understanding of the subject and to gain insights into the some of its unexplored aspects. Easy to comprehend language and extensive use of examples makes this book is an ideal reference text for a broad spectrum of readers.
Автор: Bertil Hulten Название: Sensory Marketing: An Introduction ISBN: 1526423251 ISBN-13(EAN): 9781526423252 Издательство: Sage Publications Рейтинг: Цена: 7602.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Authored by Bertil Hulten, one of the world`s leading professors of sensory marketing, this text brilliantly explains the techniques through which a sensory experience can be created to surround a consumer, not only to increase the chance of an immediate sale but perceptions of the product which play into a customer`s return and brand loyalty for the future.
Автор: Bertil Hulten Название: Sensory Marketing: An Introduction ISBN: 1526423243 ISBN-13(EAN): 9781526423245 Издательство: Sage Publications Рейтинг: Цена: 22176.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Authored by Bertil Hulten, one of the world`s leading professors of sensory marketing, this text brilliantly explains the techniques through which a sensory experience can be created to surround a consumer, not only to increase the chance of an immediate sale but perceptions of the product which play into a customer`s return and brand loyalty for the future.
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