عنوان

Handbook of marketing analytics :

(Number (ISBN

1784716758

(Number (ISBN

9781784716752

Erroneous ISBN

178471674X

Erroneous ISBN

9781784716745

Title Proper

Handbook of marketing analytics :

General Material Designation

[Book]

Other Title Information

methods and applications in marketing management, public policy, and litigation support /

First Statement of Responsibility

edited by Natalie Mizik (Professor of Marketing and J. Gary Shansby Endowed Chair in Marketing Strategy, Foster School of Business, University of Washington) and Dominique M. Hanssens (Distinguished Research Professor of Marketing, Anderson School of Management, University of California, Los Angeles, US).

Place of Publication, Distribution, etc.

Cheltenham, UK :

Name of Publisher, Distributor, etc.

Edward Elgar Pub.,

Date of Publication, Distribution, etc.

2018.

Specific Material Designation and Extent of Item

1 online resource (xxvi, 688 pages) :

Other Physical Details

illustrations

Series Title

Research handbooks in business and management series

Text of Note

Includes bibliographical references and index.

Text of Note

List of contributors; Overview of the chapters; Introduction; METHODS CHAPTERS; PART I EXPERIMENTAL DESIGNS; 1 Laboratory experimentation in marketing; 2 Field experiments; 3 Conjoint Analysis; PART II CLASSICAL ECONOMETRICS; 4 Time-series models of short-run and long-run marketing impact; 5 Panel data methods in marketing research; 6 Causal inference in marketing applications; PART III DISCRETE CHOICE MODELING; 7 Modeling choice processes in marketing; 8 Bayesian econometrics; 9 Structural models in marketing; PART IV LATENT STRUCTURE ANALYSIS

Text of Note

10 Multivariate statistical analyses: cluster analysis, factor analysis, and multidimensional scaling; PART V MACHINE LEARNING AND BIG DATA; 11 Machine learning and marketing; 12 Big data analytics; PART VI GENERALIZATIONS AND OPTIMIZATIONS; 13 Meta analysis in marketing; 14 Marketing optimization methods; CASE STUDIES AND APPLICATIONS; PART VII CASE STUDIES AND APPLICATIONS IN MARKETING MANAGEMENT; 15 Industry applications of conjoint analysis; 16 How time series econometrics helped Inofec quantify online and offline funnel progression and reallocate marketing budgets for higher profits

Text of Note

17 Panel data models for evaluating the effectiveness of direct-to-physician pharmaceutical marketing activities18 A nested logit model for product and transaction-type choice planning automakers' pricing and promotions; 19 Visualizing asymmetric competitive market structure in large markets; 20 User profiling in display advertising; 21 Dynamic optimization for marketing budget allocation at Bayer; PART VIII CASE STUDIES AND APPLICATIONS IN PUBLIC POLICY; 22 Consumer (mis)behavior and public policy intervention; 23 Nudging healthy choices with the 4Ps framework for behavior change

Text of Note

24 Field experimentation: promoting environmentally friendly consumer behavior25 Regulation and online advertising markets; 26 Measuring the long-term effects of public policy: the case of narcotics use and property crime; 27 Applying structural models in a public policy context; PART IX CASE STUDIES AND APPLICATIONS IN LITIGATION SUPPORT; 28 Avoiding bias: ensuring validity and admissibility of survey evidence in litigations; 29 Experiments in litigation; 30 Conjoint analysis in litigation; 31 Conjoint analysis: applications in antitrust litigation

Text of Note

32 Feature valuation using equilibrium conjoint analysis33 Regression analysis to evaluate harm in a breach of contract case: the Citri-Lite Company, Inc., Plaintiff v. Cott Beverages, Inc., Defendant; 34 Consumer surveys in trademark infringement litigation: FIJI vs. VITI case study; 35 Survey evidence to evaluate a marketing claim: Skye Astiana, Plaintiff v. Ben & Jerry's Homemade, Inc., Defendant; 36 Machine learning in litigation; Index.

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Text of Note

The Handbook of Marketing Analytics showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation support. Fourteen chapters present an overview of specific marketing analytic methods in technical detail, while 22 case studies present thorough examples of the use of each method. The contributors featured are recognized authorities in their fields. Multidisciplinary in scope, this Handbook covers experimental methods, non-experimental methods, and their digital-era extensions. It explores topics such as classical and Bayesian econometrics, causality, machine learning, optimization, and recent advancements in conjoint analysis. This standout collection of analytical methods and application will be useful and educational for all readers, whether they are academics or practitioners in marketing, public policy, or litigation.

Source for Acquisition/Subscription Address

Edward Elgar Publishing

Stock Number

9781784716752

Title

Handbook of marketing analytics.

International Standard Book Number

9781784716745

Marketing-- Data processing.

BUSINESS & ECONOMICS-- Industrial Management.

BUSINESS & ECONOMICS-- Management Science.

BUSINESS & ECONOMICS-- Management.

BUSINESS & ECONOMICS-- Organizational Behavior.

Management & management techniques.

Marketing-- Data processing.

Sales & marketing management.

BUS-- 041000

BUS-- 042000

BUS-- 082000

BUS-- 085000

Number

Edition

Class number

Book number

Hanssens, Dominique M.

Mizik, Natalie

Edward Elgar Publishing,publisher.

Date of Transaction

20200823054215.0

Cataloguing Rules (Descriptive Conventions))

pn

Electronic name

[Book]

Y