Описание: Marketing analytics is important to today's business organizations as it lets them measure performance of their marketing resources and channels and in turn plays a vital role in making business strategies and decisions.
The present book, following application-based approach, helps readers to understand the usage of analytics in different marketing contexts such as identifying customer preferences, customer-segmentation, pricing, forecasting, advertising, competitive analysis, perceptual mapping, etc. using SPSS software (Modeler, Statistics and AMOS Graphics).
Practical applications in each chapter, with supported screenshots, guide readers to apply different analytical techniques in marketing as they learn. This book is an indispensable companion for the postgraduate students of management with specialization in marketing. Also, the book will prove valuable for the Management Development Programs, Data Analysts, and Researchers in the field. It enables them to identify marketing problems, carry out research efficiently, process the data in a simple way using SPSS, and create reports in a systematic manner.
Автор: Krittinee Nuttavuthisit Название: Qualitative Consumer and Marketing Research ISBN: 981136141X ISBN-13(EAN): 9789811361418 Издательство: Springer Рейтинг: Цена: 9083.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
This book presents both theoretical research methods and practical uses of qualitative consumer and marketing research in Asia, as well as approaches to research with extended viewpoints and case studies on the specific research practices, identifying the distinctive characteristics and conditions of the Asian market. Starting with an introduction and a rationale for qualitative consumer and marketing research, which discuss interpretive research perspectives and key qualitative research traditions underlying the research, it then elaborates on research design, formulating research directions, research questions, research methods, research validity and reliability, as well as research ethics. The book goes on to cover various key data-collection techniques, such as interviews, focus groups, observation and ethnography, online observation and netnography, and other alternative tools like projective techniques, autodriving and diaries. These include design of research setting (samples and sampling strategy, context, time) and research procedures (from entry to access and completion of the research project) with resources planning. In addition, the book also addresses data analysis and interpretation as well as presentation, dissemination, and sharing of research results through both academic and practical courses. Lastly, it derives key concepts by reviewing classic research traditions and methods together with academic and practical studies.
Описание: This book guides in the advocacy process, as well as in courses in consumer behaviour, political science and law. It defines the consumer interest in many dimensions in order to be able to evaluate the effects of agricultural marketing board regulatory activity on consumers.
Автор: Pui-Sze Chow; Chun-Hung Chiu; Amy C. Y. Yip; Ailie Название: Contemporary Case Studies on Fashion Production, Marketing and Operations ISBN: 9811349843 ISBN-13(EAN): 9789811349843 Издательство: Springer Рейтинг: Цена: 23757.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book adopts a case study based research approach to examine the contemporary issues in the fashion industry. It documents real-world practices in fashion business from production, marketing to operations. Founded on an extensive review of literature, these case studies discuss the challenges that are pertinent to the current business environment in this important industry, provide benchmarks and generate insights to practitioners as well as suggest future directions to researchers. The book serves as a nexus of the theories and the industrial practices that advances knowledge for both the academia and the private sector in fashion business.
Описание: In A World With A Seemingly Infinite Amount Of Content And Scores Of Methods For Consuming That Content, Marketing Communication Today Is About Appealing To Individuals, Person By Person. Effectively Appealing To Customers Requires Delivery Of Brand Experiences Built On Relevance And Recognition Of Context. Just As In Any Conversation, Delivering Relevance In Context Requires Understanding The Person One Is Speaking With And Shared Environment.Wheeler Answers The Biggest Question Facing Digital Marketers Today: "With An Ever Expanding Array Of Digital Touch Points At One'S Disposal, How Does One Deliver Content And Experiences Around One'S Brand That Build Relationships And Drives Results?" The Quick Answer To This Is "Through The Application Of Data And Analytics To Drive Highly Relevant, Contextual Targeted Content And Adaptive Experience", But Since This Answer Is Not As Easy To Achieve As It Is To Say, Architecting Experience Has Been Designed To Help Readers Develop The Understanding Of Marketing Data, Technology And Analytics Required To Make This Happen.
Название: Marketing in a digital world ISBN: 1787563405 ISBN-13(EAN): 9781787563407 Издательство: Emerald Рейтинг: Цена: 15244.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Marketing in a Digital World focuses on how the digital revolution has affected the science and practice of marketing. Consisting of nine essays authored by some of the world's leading marketing scholars, this volume of Review of Marketing Research is forward-looking and illuminating. The book considers the nature and consequences of a number of important new digital technologies and practices, including human-machine communication, software, mobile marketing, online reviews, big data, 3D printing and a wide range of other digital innovations. Many of these technological developments were completely unanticipated and as such the transformation is still unfolding. Therefore, whilst consumers have largely embraced and actively co-create many of these new innovations, there are also growing concerns about privacy and other adverse effects of digital technology. Each essay provides a thoughtful examination of this rapidly shifting landscape and offers a set of bold ideas regarding its future impact on the foundations of marketing and consumption. The volume is essential reading for both scholars and managers seeking fresh insights into marketing and offers a number of exciting new concepts, propositions and predictions about marketing in the digital world.
Название: Retail futures ISBN: 1838676643 ISBN-13(EAN): 9781838676643 Издательство: Emerald Рейтинг: Цена: 15854.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The book includes new theory, original empirical evidence, and applied case studies synthesizing advances in innovation and technology for the retail sector. Chapters identify the challenges retailers face in response to new practices, suggesting how the sector can respond to technological developments, ethical considerations and privacy issues.
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