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A Concise Guide to Market Research [[electronic resource] ] : The Process, Data, and Methods Using IBM SPSS Statistics / / by Marko Sarstedt, Erik Mooi
| A Concise Guide to Market Research [[electronic resource] ] : The Process, Data, and Methods Using IBM SPSS Statistics / / by Marko Sarstedt, Erik Mooi |
| Autore | Sarstedt Marko |
| Edizione | [3rd ed. 2019.] |
| Pubbl/distr/stampa | Berlin, Heidelberg : , : Springer Berlin Heidelberg : , : Imprint : Springer, , 2019 |
| Descrizione fisica | 1 online resource (XVII, 396 p. 178 illus., 109 illus. in color.) |
| Disciplina | 658.83 |
| Collana | Springer Texts in Business and Economics |
| Soggetto topico |
Marketing
Management Statistics |
| ISBN | 3-662-56707-5 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Introduction to Market Research -- The Market Research Process -- Data -- Getting Data -- Descriptive Statistics -- Hypothesis Testing & ANOVA -- Regression Analysis -- Principal Component and Factor Analysis.-Cluster Analysis -- Communicating the Results. . |
| Record Nr. | UNINA-9910337818203321 |
Sarstedt Marko
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| Berlin, Heidelberg : , : Springer Berlin Heidelberg : , : Imprint : Springer, , 2019 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Consumer behavior / [by] Thomas S. Robertson
| Consumer behavior / [by] Thomas S. Robertson |
| Autore | Robertson, Thomas S |
| Pubbl/distr/stampa | [Glenview, Ill.] : Scott, Foresman, [1970] |
| Descrizione fisica | viii, 169 p ; 23 cm |
| Disciplina | 658.83 |
| Soggetto non controllato |
Comportamento del consumatore
Ricerca motivazionale (Marketing) |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910264558703321 |
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Robertson, Thomas S
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| [Glenview, Ill.] : Scott, Foresman, [1970] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Continuing to broaden the marketing concept / / edited by Dawn Iacobucci
| Continuing to broaden the marketing concept / / edited by Dawn Iacobucci |
| Pubbl/distr/stampa | Bingley, England : , : Emerald Publishing, , [2020] |
| Descrizione fisica | 1 online resource (328 pages) |
| Disciplina | 658.83 |
| Collana | Review of marketing research |
| Soggetto topico | Marketing research |
| Soggetto genere / forma | Electronic books. |
| ISBN | 1-78754-824-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910511376103321 |
| Bingley, England : , : Emerald Publishing, , [2020] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Continuing to broaden the marketing concept / / edited by Dawn Iacobucci
| Continuing to broaden the marketing concept / / edited by Dawn Iacobucci |
| Pubbl/distr/stampa | Bingley, England : , : Emerald Publishing, , [2020] |
| Descrizione fisica | 1 online resource (328 pages) |
| Disciplina | 658.83 |
| Collana | Review of marketing research |
| Soggetto topico | Marketing research |
| ISBN | 1-78754-824-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910794343203321 |
| Bingley, England : , : Emerald Publishing, , [2020] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Continuing to broaden the marketing concept / / edited by Dawn Iacobucci
| Continuing to broaden the marketing concept / / edited by Dawn Iacobucci |
| Pubbl/distr/stampa | Bingley, England : , : Emerald Publishing, , [2020] |
| Descrizione fisica | 1 online resource (328 pages) |
| Disciplina | 658.83 |
| Collana | Review of marketing research |
| Soggetto topico | Marketing research |
| ISBN | 1-78754-824-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Record Nr. | UNINA-9910818873103321 |
| Bingley, England : , : Emerald Publishing, , [2020] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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I costi di marketing / Marisa Amoroso
| I costi di marketing / Marisa Amoroso |
| Autore | Amoroso, Marisa |
| Pubbl/distr/stampa | Torino : UTET Libreria, 1993 |
| Descrizione fisica | xiv, 109 p. ; 24 cm |
| Disciplina | 658.83 |
| Soggetto topico | Marketing - Benefici e costi |
| ISBN | 8877502177 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ita |
| Record Nr. | UNISALENTO-991000460789707536 |
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Amoroso, Marisa
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| Torino : UTET Libreria, 1993 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. del Salento | ||
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Customer Co-Design [[electronic resource] ] : A Study in the Mass Customization Industry / / by Stefan R. Thallmaier
| Customer Co-Design [[electronic resource] ] : A Study in the Mass Customization Industry / / by Stefan R. Thallmaier |
| Autore | Thallmaier Stefan R |
| Edizione | [1st ed. 2015.] |
| Pubbl/distr/stampa | Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2015 |
| Descrizione fisica | 1 online resource (226 p.) |
| Disciplina |
330
658.81 658.83 658514 |
| Collana | Markt- und Unternehmensentwicklung Markets and Organisations |
| Soggetto topico |
Management
Industrial management Market research Sales management Innovation/Technology Management Market Research/Competitive Intelligence Sales/Distribution |
| ISBN | 3-658-07526-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | Customers’ Perceived Value in Co-Design & Mass Customization -- Challenges of Customer Co-Design -- Online Customer Co-Design -- Customer Co-Design & Live Help. |
| Record Nr. | UNINA-9910298515803321 |
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Thallmaier Stefan R
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| Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2015 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Data mining and market intelligence for optimal marketing returns [[electronic resource] /] / Susan Chiu, Domingo Tavella
| Data mining and market intelligence for optimal marketing returns [[electronic resource] /] / Susan Chiu, Domingo Tavella |
| Autore | Chiu Susan |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Amsterdam ; ; Boston, : Elsevier/Butterworth-Heinemann, 2008 |
| Descrizione fisica | 1 online resource (295 p.) |
| Disciplina | 658.83 |
| Altri autori (Persone) | TavellaDomingo <1948-> |
| Soggetto topico |
Marketing research
Data mining |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1-136-41215-8
1-281-30909-5 9786611309091 0-08-087809-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Data Mining and Market Intelligence for Optimal Marketing Returns; Copyright; Contents; Preface; Biographies; CHAPTER 1 Introduction; Strategic importance of metrics, marketing research and data mining in today's marketing world; The role of metrics; The role of research; The role of data mining; An effective eight-step process for incorporating metrics, research and data mining into marketing planning and execution; Step 1: identifying key stakeholders and their business objectives; Step 2: selecting appropriate metrics to measure marketing success
Step 3: assessing the market opportunityStep 4: conducting competitive analysis; Step 5: deriving optimal marketing spending and media mix; Step 6: leveraging data mining for optimization and getting early buy-in and feedback from key stakeholders; Step 7: tracking and comparison of metric goals and results; Step 8: incorporating the learning into the next round of marketing planning; Integration of market intelligence and databases; Cultivating adoption of metrics, research and data mining in the corporate structure; Identification of key required skills Creating an effective engagement processPromoting research and analytics; CHAPTER 2 Marketing Spending Models and Optimization; Marketing spending model; Static models; Dynamic models; Marketing spending models and corporate finance; A framework for corporate performance marketing effort integration; CHAPTER 3 Metrics Overview; Common metrics for measuring returns and investments; Measuring returns with return metrics; Measuring investment with investment metrics; Developing a formula for return on investment; Common ROI tracking challenges; Process for identifying appropriate metrics Identification of the overall business objectiveUnderstanding the impact of a marketing effort on target audience migration; Selection of appropriate marketing communication channels; Identification of appropriate return metrics by stage in the sales cycle; Differentiating return metrics from operational metrics; CHAPTER 4 Multi-channel Campaign Performance Reporting and Optimization; Multi-channel campaign performance reporting; Multi-channel campaign performance optimization; Uncovering revenue-driving factors; CHAPTER 5 Understanding the Market through Marketing Research Market opportunitiesMarket size; Factors that impact market-opportunity dynamics; Market growth trends; Market share; Basis for market segmentation; Market segmentation by market size, market growth, and market share: case study one; Using market research and data mining for building a marketing plan; Marketing planning based on market segmentation and overall company goal: case study two; Target-audience segmentation; Target-audience attributes; Types of target-audience segmentation; Understanding route to market and competitive landscape by market segment; Routes to market Competitive landscape |
| Record Nr. | UNINA-9910450875003321 |
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Chiu Susan
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| Amsterdam ; ; Boston, : Elsevier/Butterworth-Heinemann, 2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Data mining and market intelligence for optimal marketing returns [[electronic resource] /] / Susan Chiu, Domingo Tavella
| Data mining and market intelligence for optimal marketing returns [[electronic resource] /] / Susan Chiu, Domingo Tavella |
| Autore | Chiu Susan |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Amsterdam ; ; Boston, : Elsevier/Butterworth-Heinemann, 2008 |
| Descrizione fisica | 1 online resource (295 p.) |
| Disciplina | 658.83 |
| Altri autori (Persone) | TavellaDomingo <1948-> |
| Soggetto topico |
Marketing research
Data mining |
| ISBN |
1-136-41215-8
1-281-30909-5 9786611309091 0-08-087809-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Data Mining and Market Intelligence for Optimal Marketing Returns; Copyright; Contents; Preface; Biographies; CHAPTER 1 Introduction; Strategic importance of metrics, marketing research and data mining in today's marketing world; The role of metrics; The role of research; The role of data mining; An effective eight-step process for incorporating metrics, research and data mining into marketing planning and execution; Step 1: identifying key stakeholders and their business objectives; Step 2: selecting appropriate metrics to measure marketing success
Step 3: assessing the market opportunityStep 4: conducting competitive analysis; Step 5: deriving optimal marketing spending and media mix; Step 6: leveraging data mining for optimization and getting early buy-in and feedback from key stakeholders; Step 7: tracking and comparison of metric goals and results; Step 8: incorporating the learning into the next round of marketing planning; Integration of market intelligence and databases; Cultivating adoption of metrics, research and data mining in the corporate structure; Identification of key required skills Creating an effective engagement processPromoting research and analytics; CHAPTER 2 Marketing Spending Models and Optimization; Marketing spending model; Static models; Dynamic models; Marketing spending models and corporate finance; A framework for corporate performance marketing effort integration; CHAPTER 3 Metrics Overview; Common metrics for measuring returns and investments; Measuring returns with return metrics; Measuring investment with investment metrics; Developing a formula for return on investment; Common ROI tracking challenges; Process for identifying appropriate metrics Identification of the overall business objectiveUnderstanding the impact of a marketing effort on target audience migration; Selection of appropriate marketing communication channels; Identification of appropriate return metrics by stage in the sales cycle; Differentiating return metrics from operational metrics; CHAPTER 4 Multi-channel Campaign Performance Reporting and Optimization; Multi-channel campaign performance reporting; Multi-channel campaign performance optimization; Uncovering revenue-driving factors; CHAPTER 5 Understanding the Market through Marketing Research Market opportunitiesMarket size; Factors that impact market-opportunity dynamics; Market growth trends; Market share; Basis for market segmentation; Market segmentation by market size, market growth, and market share: case study one; Using market research and data mining for building a marketing plan; Marketing planning based on market segmentation and overall company goal: case study two; Target-audience segmentation; Target-audience attributes; Types of target-audience segmentation; Understanding route to market and competitive landscape by market segment; Routes to market Competitive landscape |
| Record Nr. | UNINA-9910784706303321 |
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Chiu Susan
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| Amsterdam ; ; Boston, : Elsevier/Butterworth-Heinemann, 2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Data mining and market intelligence for optimal marketing returns [[electronic resource] /] / Susan Chiu, Domingo Tavella
| Data mining and market intelligence for optimal marketing returns [[electronic resource] /] / Susan Chiu, Domingo Tavella |
| Autore | Chiu Susan |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Amsterdam ; ; Boston, : Elsevier/Butterworth-Heinemann, 2008 |
| Descrizione fisica | 1 online resource (295 p.) |
| Disciplina | 658.83 |
| Altri autori (Persone) | TavellaDomingo <1948-> |
| Soggetto topico |
Marketing research
Data mining |
| ISBN |
1-136-41215-8
1-281-30909-5 9786611309091 0-08-087809-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover; Data Mining and Market Intelligence for Optimal Marketing Returns; Copyright; Contents; Preface; Biographies; CHAPTER 1 Introduction; Strategic importance of metrics, marketing research and data mining in today's marketing world; The role of metrics; The role of research; The role of data mining; An effective eight-step process for incorporating metrics, research and data mining into marketing planning and execution; Step 1: identifying key stakeholders and their business objectives; Step 2: selecting appropriate metrics to measure marketing success
Step 3: assessing the market opportunityStep 4: conducting competitive analysis; Step 5: deriving optimal marketing spending and media mix; Step 6: leveraging data mining for optimization and getting early buy-in and feedback from key stakeholders; Step 7: tracking and comparison of metric goals and results; Step 8: incorporating the learning into the next round of marketing planning; Integration of market intelligence and databases; Cultivating adoption of metrics, research and data mining in the corporate structure; Identification of key required skills Creating an effective engagement processPromoting research and analytics; CHAPTER 2 Marketing Spending Models and Optimization; Marketing spending model; Static models; Dynamic models; Marketing spending models and corporate finance; A framework for corporate performance marketing effort integration; CHAPTER 3 Metrics Overview; Common metrics for measuring returns and investments; Measuring returns with return metrics; Measuring investment with investment metrics; Developing a formula for return on investment; Common ROI tracking challenges; Process for identifying appropriate metrics Identification of the overall business objectiveUnderstanding the impact of a marketing effort on target audience migration; Selection of appropriate marketing communication channels; Identification of appropriate return metrics by stage in the sales cycle; Differentiating return metrics from operational metrics; CHAPTER 4 Multi-channel Campaign Performance Reporting and Optimization; Multi-channel campaign performance reporting; Multi-channel campaign performance optimization; Uncovering revenue-driving factors; CHAPTER 5 Understanding the Market through Marketing Research Market opportunitiesMarket size; Factors that impact market-opportunity dynamics; Market growth trends; Market share; Basis for market segmentation; Market segmentation by market size, market growth, and market share: case study one; Using market research and data mining for building a marketing plan; Marketing planning based on market segmentation and overall company goal: case study two; Target-audience segmentation; Target-audience attributes; Types of target-audience segmentation; Understanding route to market and competitive landscape by market segment; Routes to market Competitive landscape |
| Record Nr. | UNINA-9910809673103321 |
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Chiu Susan
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| Amsterdam ; ; Boston, : Elsevier/Butterworth-Heinemann, 2008 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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