عنوان

Principles of marketing engineering and analytics /

شابک

0985764821

شابک

9780985764821

عنوان اصلي

Principles of marketing engineering and analytics /

نام عام مواد

[Book]

نام نخستين پديدآور

Gary L. Lilien, the Pennsilvania State University, Arvind Rangaswamy, the Pennsilvania State University, Arnaud De Bruyn, ESSEC Business School, France.

وضعيت ويراست

Third edition.

محل نشرو پخش و غیره

State College, PA :

نام ناشر، پخش کننده و غيره

DecisionPro, Inc.,

تاریخ نشرو بخش و غیره

[2017]

تاریخ نشرو بخش و غیره

©2017

نام خاص و کميت اثر

xvi, 305 pages :

ساير جزييات

illustrations ;

ابعاد

26 cm

متن يادداشت

Includes bibliographical references (pages 297-305) and indexes.

متن يادداشت

Chapter 1 The Marketing Engineering and Analytics Approach : The Marketing Decision Environment : Basic Economic Concepts for Analyzing Marketing Actions : Tools for Marketing Engineering : Business Value of Marketing Engineering From Promise to Reality : Structure of This Book -- Chapter 2 Customer Value Assessment and Valuing Customers : The Concept of Customer Value : Approaches to Measuring Customer Value : Valuing Customers and Customer Lifetime Value -- Chapter 3 Segmentation and Targeting : The Segmentation, Targeting, and Positioning Approach : Segmentation Analysis : Traditional Segmentation : Targeting Individual Customers : Implement Barriers and Solutions -- Chapter 4 Positioning : Positioning Through Brand Linkages : Posotioning Using Perceptual maps : Combinning Perceptual and Preference Mapping : Translating Preference to Choice : Reverse Mapping (From Map to Raw Data) : Incorporating Price as an Attribute : Uses and Limitations of Perceptual and Preference Maps -- Chapter 5 Forecasting : Forecasting Methods : New Product Forecasting Models : Whick Forecasting Method to Choose -- Chapter 6 : New Product and Service Design : Conjoint Analysis for Product Design -- Chapter 7 Ther Marketing Mix : Pricing Decisions : Resource Allocation and The Marketing Communications and Promotions Mix : Sales Promotions: Types and Effects -- Chapter 8 The Digital, Online Revolution in Marketing : The Evolution of Online technologies : Online Advertising Versus Traditional Advertising : Search Analytics : Social Listening and Text Analysis : Panel Data Analysis -- Chapter 9 Harvesting Value from Marketing Engineering : The 10 Lessons : A look Ahead for Marketing Engineering : Insights for Better Implementation of Marketing Engineering : Insights for Better Implementation of Marketing Engineering

بدون عنوان

2

موضوع مستند نشده

Marketing-- Data processing.

موضوع مستند نشده

Marketing-- Decision making-- Data processing.

موضوع مستند نشده

Marketing-- Decision making-- Mathematical models.

موضوع مستند نشده

Marketing-- Data processing.

موضوع مستند نشده

Marketing-- Decision making-- Data processing.

موضوع مستند نشده

Marketing-- Decision making-- Mathematical models.

شماره

ويراست

شماره رده

نشانه اثر

شماره رده

کد سيستم

مستند نام اشخاص تاييد نشده

Lilien, Gary L.,1946-

مستند نام اشخاص تاييد نشده

De Bruyn, Arnaud

مستند نام اشخاص تاييد نشده

Rangaswamy, Arvind

تاريخ عمليات

20200822145030.0

قواعد فهرست نويسي ( بخش توصيفي )

rda

نام الکترونيکي

نوع ماده

[Book]

تكميل شده

Y