Autore	Arthur Lisa
Edizione	[1st edition]
Pubbl/distr/stampa	Hoboken, New Jersey : , : John Wiley & Sons, Inc., , [2013]
Descrizione fisica	1 online resource (210 p.)
Disciplina	658.8/3
Soggetto topico	Marketing - Management Marketing - Data processing Marketing research - Statistical methods Internet marketing
Soggetto genere / forma	Electronic books.
ISBN	1-118-73402-5 1-118-73405-X
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Cover; Title Page; Copyright; Contents; Foreword; Acknowledgments; Introduction; Part I The Problem: How Did We Get Here?; Chapter 1 Moving Out of the Dark Ages; The Threat of Digital Disruption; The Enlightened Age of Data; Chapter 2 Why Is Marketing Antiquated?; Tactical (versus Strategic) Marketing; Manual Marketing Management; Silos of Data and Demand for Real-time Engagement; Communicating the Value of Marketing; Lack of Talent and Training; Fragmented and Often Missing Data; Chapter 3 The Data Hairball; What Is the Data Hairball?; The Data Hairball and the Customer Experience Blending Art and Science Integrated Marketing, Really; Data Privacy and Security; Part II Get Ready for Big Data Marketing; Chapter 4 Definitions for the Real World of Big Data Marketing; Big Data Terminology; Big Data Marketing; Integrated Marketing Management (IMM); Marketing Operations Management; Customer Interaction Management; Digital Messaging; Digital Marketing; Chapter 5 Meet the Modern Marketing Department (Michelangelo Meets Einstein); The CMO as a Change Agent; The Data Scientist; The CMO and CIO Dynamic; Part III The Five Steps to Data-Driven Marketing and Big Data Insights Chapter 6 Step One: Get Smart, Get Strategic Vision Leads to Strategy; Customer Interaction Strategy; Analytics Strategy; Data Strategy; Organizational Strategy; Technology Strategy; Chapter 7 Step Two: Tear Down the Silos; Tearing Down Silos Internal to Marketing; Tearing Down Silos between Marketing and Other Lines of Business; Developing a Strategic Framework for Synergy; New Best Friends: The CMO and the CIO; Chapter 8 Step Three: Untangle the Data Hairball; Start with Talent; Silos Can Threaten Big Data Strategy; Data Strategy; Discovering Big Data Big Data Insights Combat Churn for US Telecommunications Provider Chapter 9 Step Four: Make Metrics Your Mantra; Use Metrics to Measure Outcomes; Lessons Learned from Cost per Lead; Part I: The ROI versus ROMI Debate; Part II: The ROI versus ROMMI Debate; Metrics Are the Cornerstone of Accountability; Metrics Improve Buy-In and Alignment; Reasons for Misalignment; Chapter 10 Step Five: Process Is the New Black; Process Is One of Marketing's New Four P's; Integrated Marketing Processes Accelerate Results; Concept to Campaign to Cash; Process Innovation at a Global IT Services Company Agile Marketing Part IV Realizing the Value of Big Data Marketing; Chapter 11 Drive Value through Relevant Marketing; Internal Value through Integrating Marketing; External Value through Integrating Marketing; Chapter 12 The Bright, Enlightened World of Customer Experience; The People Marketing Challenge; The People Marketing Opportunity; The Mobile Marketing Challenge; The Mobile Marketing Opportunity; The Information Management Marketing Challenge; The Information Marketing Opportunity; The Big Data Marketing Challenge; The Big Data Marketing Opportunity; Notes; Resources; About the Author Index
Record Nr.	UNINA-9910453145603321

Autore	Anderson Alison
Pubbl/distr/stampa	Hoboken, : Taylor and Francis, 2001
Descrizione fisica	1 online resource (177 p.)
Disciplina	381.3 658.8/3
Altri autori (Persone)	MeethanKevin MilesR Steven MilesSteven
Collana	Studies in consumption and markets The changing consumer
Soggetto topico	Consumers Consumption (Economics) Business & Economics Economic History
Soggetto genere / forma	Electronic books.
ISBN	1-280-10714-6 0-203-99448-5
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Book Cover; Title; Copyright; Contents; 1 Introduction; 2 Setting the scene: changing conceptions of consumption; 3 Consuming women: winning women?; 4 Consuming men: producing loaded; 5 Producing TV: consuming TV; 6 Consuming advertising: consuming cultural history; 7 Consuming design: consuming retro; 8 Consuming alcohol: consuming symbolic meaning; 9 Consuming home technology: consuming home computers; 10 Consuming youth: consuming lifestyles; 11 Changing consumer: changing disciplinarity; Index
Record Nr.	UNINA-9910449782303321

Autore	Jeffery Mark <1965->
Pubbl/distr/stampa	Hoboken, N.J., : Wiley, c2010
Descrizione fisica	1 online resource (323 p.)
Disciplina	658.8/3
Soggetto topico	Marketing research Marketing - Mathematical models Marketing
ISBN	0-470-59569-8 1-119-19866-6 1-282-54841-7 9786612548413 0-470-59568-X
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know; CONTENTS; DOWNLOADABLE ROMI RESOURCES; ACKNOWLEDGMENTS; INTRODUCTION; Part I: Essentials; Chapter 1: The Marketing Divide; Chapter 2: Where Do You Start?; Chapter 3: The 10 Classical Marketing Metrics; Part II: 15 Metrics to Radically Improve Marketing Performance; Chapter 4: The Five Essential Nonfinancial Metrics; Chapter 5: Show Me the ROI!; Chapter 6: All Customers Are Not Equal; Chapter 7: From Clicks to Value with Internet Marketing Metrics; Part III: The Next Level; Chapter 8: Agile Marketing Chapter 9: Wow, That Product Is Exactly What I Need!Chapter 10: What's It Going to Take?; Chapter 11: Marketing Budgets, Technology, and Core Processes; Appendix for Instructors: How to Use This Book to Teach Data-Driven Marketing; NOTES; INDEX
Record Nr.	UNINA-9910139510203321

Autore	Birn Robin
Edizione	[4th ed.]
Pubbl/distr/stampa	London ; ; Sterling, VA, : Kogan Page, 2004
Descrizione fisica	1 online resource (242 p.)
Disciplina	658.8/3 658.83
Collana	Market research in practice
Soggetto topico	Marketing research Decision making Strategic planning Success in business
ISBN	1-280-22245-X 9786610222452 0-7494-4582-3
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Key to making good decisions -- Getting the information you really need -- The best research techniques anyone can use -- What to measure and how to measure it -- You have the information, now use it -- Making sure that the customers are happy -- Tracking trends and changing decisions -- Getting the most out of business relationships with research companies -- Using research to grow your business.
Record Nr.	UNISA-996339139103316

Edizione	[3rd ed.]
Pubbl/distr/stampa	New York, N.Y. : , : Routledge, , 2013
Descrizione fisica	1 online resource (365 p.)
Disciplina	658.8/3
Altri autori (Persone)	SilverLawrence S. <1948-> WrennBruce
Soggetto topico	Marketing research
Soggetto genere / forma	Electronic books.
ISBN	0-203-18259-6 1-283-84167-3 1-136-59324-1
Formato	Materiale a stampa
Livello bibliografico	Monografia
Lingua di pubblicazione	eng
Nota di contenuto	Cover; The Essentials of Marketting Research; Title Page; Copyright Page; Table of Contents; About the Authors; Acknowledgments; PART I The Marketing Research Process and Decision Making; 1 Introduction to Marketing Research; 2 Ethics in Marketing Research; PART II Secondary Data and Research Designs; 3 Secondary Data; 4 Research Designs: Exploratory and Qualitative Research; 5 Research Design: Descriptive and Causal Research; PART III Measurement, Data Collection, and Sampling; 6 Measurement; 7 Primary Data Collection; 8 Designing the Data-gathering Instrument 9 Sampling Methods and Sample Size10 Fielding the Data-gathering Instrument; PART IV Data Analysis and Reporting; 11 Analyzing and Interpreting Data for Decisions; 12 Advanced Data Analysis; 13 The Research Report; PART V Cases; Case 1 Lone Pine Kennel Club; Case 2 Silver Jewelry Stores; Case 3 Select Hotels of North America; Case 4 River Pines School: A; Case 5 River Pines School: B; Case 6 Gary Branch, CPA; Case 7 Juan Carlos' Mexican Restaurant; Case 8 Usedcars.com; Case 9 Welcome Home Church; Case 10 The Learning Source; Case 11 Madison County Country Club; Case 12 Plasco, Inc. Case 13 St John's SchoolCase 14 The Webmasters; Case 15 House of Topiary; Case 16 Professional Home Inspection; Case 17 Europska Databanka; Case 18 Northside Chiropractic Services; Case 19 Internet Versus Mail Surveys; Case 20 Louisiana Purchase Gardens and Zoo; Case 21 Mac's Sausage Company; Case 22 The Online Marketplace; Case 23 Victorian Rose Gift and Flower Shop; Case 24 MCS Publishing Company; Notes; Index
Record Nr.	UNINA-9910462772203321