Leonard J. Parsons – författare
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4 produkter
4 produkter
2 074 kr
Skickas inom 5-8 vardagar
Everything You Need to Create Effective Marketing Strategies! With its engaging writing style and clear presentation, this how-to book provides you with the core marketing management concepts that everyone must know to compete in today's business environment. Updated to reflect the current marketplace, the book spotlights hot topics such as electronic commerce, brand equity, database marketing, relationship marketing, business to business marketing, and interfunctional coordination. And with the help of real-world examples, you'll learn how to apply the material to plan, coordinate, and execute a successful marketing strategy. Key Features of the Second Edition* Updated Marketing in Action and Marketing Strategies boxes provide real-world examples that demonstrate how the material is applied in business.* "New Applying. To" and "Integrating. With" sections highlight topical marketing and business areas.* Internet coverage is integrated throughout the book.* Globalization is thoroughly discussed and the concepts are reinforced through examples and questions.* Ethics questions.* SPSS(r) Student Version for Windows 9.0 is available to accompany the text.
Del 12 - International Series in Quantitative Marketing
Market Response Models
Econometric and Time Series Analysis
Inbunden, Engelska, 2001
3 062 kr
Skickas inom 10-15 vardagar
As in the first edition, "Market Response Models": integrates technical material with discussions of its relevance to management; provides continuity to a decades-long research stream; illustrates how marketing generalizations are the basis of marketing theory and knowledge; shows how research can be applied to marketing planning and forecasting; and presents original research in marketing. This second edition of "Market Response Models": places much more emphasis on the basic building blocks of market response modelling - markets, data, and sales drivers, through a separate chapter; splits the design of response models into separate chapters on static and dynamic models; discusses techniques and findings spawned by the marketing information revolution such as scanner data; emphasizes new insights available on marketing sales drivers, especially improved understanding of sales promotion; demonstrates methodological developments to assess long-term impacts, where present, of current marketing efforts; includes a new chapter on sales forecasting; adds mini-case histories in the form of boxed inserts entitled "Industry Perspectives", which are primarily written by business executives.
Del 12 - International Series in Quantitative Marketing
Market Response Models
Econometric and Time Series Analysis
Häftad, Engelska, 2003
3 624 kr
Skickas inom 10-15 vardagar
A guide to the use of market response models for planning and forecasting. The text can serve as a text for graduate students in marketing, as a guide for marketing scientists and as a handbook for marketing professionals. In each case the purpose has been the same: to capture the essence of a technique so advanced it has changed the style of marketing mix decision making. Now, in its second edition, the book covers everything from advances in technology and science to the recognition of database and Internet-age marketing.It places much more emphasis on the basic building blocks of market response modelling - markets, data, and sales drivers - through a separate chapter; splits the design of response models into separate chapters on static and dynamic models; discusses techniques and findings spawned by the marketing information revolution; emphasizes insights available on marketing sales drivers, especially improved understanding of sales promotion; demonstrates methodological developments to assess long-term impacts, where present, of current marketing efforts in the 21st century; includes a chapter on sales forecasting; and adds mini-case histories in the form of boxed inserts entitled "Industry Perspectives", which are primarily written by business executives.
1 432 kr
Skickas inom 10-15 vardagar
This book reports over a decade's worth of research on the development of empirical response models that have important uses for generating marketing knowledge and improving marketing decisions. Some of its contributions to marketing are the following: 1. It integrates state-of-the art technical material with discussions of its relevance to management. 2. It provides continuity to a research stream over 20 years old. 3. It illustrates how marketing generalizations are the basis of marketing theory and marketing knowledge. 4. It shows how the research can be applied to marketing planning and forecasting. 5. It presents original research in marketing. The book addresses both marketing researchers and marketing managers. This can be done because empirical decision models are helpful in practice and are also based on theories of response. Econometric and time series analysis (ETS) is one of the few areas in marketing where there is little, if any, conflict between the academic sphere and the world of professional practice. Market Response Models is a sequel to Marketing Models and Econometric Research, published in 1976. It is rare for a research-oriented book in market ing to be updated or to have a sequel. Unlike many other methodologies, ETS research in marketing has stood the test of time. It remains the main method for discovering relations among marketing variables.