Robert W. Palmatier, J. Andrew Petersen, Frank Germann

Marketing Analytics (eBook, ePUB)

Based on First Principles

• Format: ePub

Produktbeschreibung

Primary

Data analytics modules on final year undergraduate marketing degrees (core text).

Data analytics modules on postgraduate marketing degrees and MBA degrees (core text).

Secondary

Business Analytics (general)

Marketing Strategy

Marketing Research

Produktdetails

• Verlag: Bloomsbury eBooks UK
• Seitenzahl: 432
• Erscheinungstermin: 24. März 2022
• Englisch
• ISBN-13: 9781352013207
• Artikelnr.: 63634389

Autorenporträt

Robert W. Palmatier is Professor of Marketing, and John C. Narver Chair of Business Administration at the University of Washington, USA.

Inhaltsangabe

Chapter 1
Introduction to Marketing Analytics Based on First Principles PART ONE
ALL CUSTOMERS DIFFER Chapter 2
Understanding Marketing Principles #1: All Customers Differ Chapter 3
Cluster Analysis for Segmentation Chapter 4
Discriminant Analysis for Targeting and Classification Chapter 5
Perceptual and Preference Mapping for Competitive Positioning PART TWO
ALL CUSTOMERS CHANGE Chapter 6
Understanding Marketing Principle #2: All Customers Change Chapter 7
RFM Analysis Chapter 8
Logistic Regression Chapter 9
Customer Lifetime Value PART THREE
ALL COMPETITORS REACT Chapter 10
Understanding Marketing Principle #3: All Competitors React Chapter 11
Survey Design and Testing to Derive Customer Insights Chapter 12
Conjoint Analysis for Product and Pricing Decisions Chapter 13
Forecasting Sales for New Products PART FOUR
ALL RESOURCES ARE LIMITED Chapter 14
Understanding Marketing Principle #4: All Resources are Limited Chapter 15
Using Marketing Mix Models to Optimize the Marketing Mix Chapter 16
Using Marketing Experiments to Optimize the Marketing Mix Chapter 17
Using Topic Models to Glean Customer Insights

Kundenbewertungen

Bewertung schreiben Bewertung schreiben

Information zu Bewertungen

Zur Abgabe einer Bewertung ist die Anmeldung in Ihrem Kundenkonto notwendig. Die Authentizität der Kundenbewertungen wird von uns nicht überprüft.

Bewertung schreiben Bewertung schreiben