Using Research in Advertising Decisions
Author : Advertising Research Foundation. Conference
Publisher :
Page : 81 pages
File Size : 38,36 MB
Release : 1961
Category :
ISBN :
Author : Advertising Research Foundation. Conference
Publisher :
Page : 81 pages
File Size : 38,36 MB
Release : 1961
Category :
ISBN :
Author : Paul E. Green
Publisher : Prentice Hall
Page : 666 pages
File Size : 23,68 MB
Release : 1966
Category : Business & Economics
ISBN :
Author : Paul E. Green
Publisher :
Page : 0 pages
File Size : 47,81 MB
Release : 1975
Category : Marketing research
ISBN :
Author : Nripendra P. Rana
Publisher : Springer Nature
Page : 337 pages
File Size : 43,98 MB
Release : 2019-11-11
Category : Business & Economics
ISBN : 3030243745
This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Author : Rajiv Grover
Publisher : SAGE
Page : 721 pages
File Size : 44,48 MB
Release : 2006-06-23
Category : Business & Economics
ISBN : 141290997X
The Handbook of Marketing Research comprehensively explores the approaches for delivering market insights for fact-based decision making in a market-oriented firm.
Author : Dung Nguyen
Publisher : Springer Science & Business Media
Page : 320 pages
File Size : 12,59 MB
Release : 2012-12-06
Category : Business & Economics
ISBN : 1461562090
Remarkable advance in quantitative marketing research in the last two decades, incorporating applied microeconomic theories, operations research and management applications, has brought the field of marketing alongside with finance, accounting and productionto within an executive'sreach for a sophisticatedtoolbox for decision making in an increasingly competitive and complex business environment. A quick look at Marketing, a recently published book edited by Eliashberg and Lilien would indicate even to the casual reader the extent of such methodological progress made by marketing scholars. Even in such an impressive and nearly exhaustive collection oftopics, with the notable exception pointed out by the editors of applicationsofthe scanner data, and in spite of the reference to it, an important omission is related to the issues ofmarketing decisions under conditions ofuncertainty. It is fairly obvious to the marketing executive and academician alike to recognize the important role uncertaintyplays in marketingdecisions such as pricing, promotion, advertising, sales force management, and others. The major purpose of this study is to address certain major marketing decision variables within the general context of an uncertain environment. While there have been significant progresses in analyzing marketing behaviors in a stochastic environment,the sourcesscatteramong differentmanagementandmarketingjoumals; and to the extent that these issues are addressed at all, they have aimed mainly at each separate, specifictopic at a time. Thus, our effort to bring these studies together in the same framework should facilitate our in-depth analysis of these important phenomena.
Author : Robin Birn
Publisher : Kogan Page Publishers
Page : 244 pages
File Size : 14,31 MB
Release : 2004
Category : Business & Economics
ISBN : 9780749442002
The Effective Use of Market Research looks at the circumstances in which market research is necessary, and explains what management can expect to gain from research and then analyses the type of business decisions that may be taken as a result.
Author : Ned Roberto
Publisher :
Page : 310 pages
File Size : 23,17 MB
Release : 1987
Category : Marketing
ISBN :
Author : Paul E. Green
Publisher :
Page : 0 pages
File Size : 23,15 MB
Release : 1978
Category : Marketing research
ISBN :
Author : Peter S.H. Leeflang
Publisher : Springer Science & Business Media
Page : 642 pages
File Size : 19,99 MB
Release : 2013-06-29
Category : Business & Economics
ISBN : 146154050X
This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.