Data mining and market intelligence for optimal marketing returns / / 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 |
Chiu Susan | ||
Amsterdam ; ; Boston, : Elsevier/Butterworth-Heinemann, 2008 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|
Data-driven marketing content : a practical guide / / Lee Wilson |
Autore | Wilson Lee |
Pubbl/distr/stampa | Bingley, UK : , : Emerald Publishing, , 2019 |
Descrizione fisica | 1 online resource (193 pages) |
Disciplina | 658.83 |
Soggetto topico |
Marketing research
Marketing - Data processing Small business marketing |
Soggetto genere / forma | Electronic books. |
ISBN |
1-78973-819-9
1-78973-817-2 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Record Nr. | UNINA-9910467292603321 |
Wilson Lee | ||
Bingley, UK : , : Emerald Publishing, , 2019 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|
Data-driven marketing content : a practical guide / / Lee Wilson |
Autore | Wilson Lee |
Pubbl/distr/stampa | Bingley, UK : , : Emerald Publishing, , 2019 |
Descrizione fisica | 1 online resource (193 pages) |
Disciplina | 658.83 |
Soggetto topico |
Marketing research
Marketing - Data processing Small business marketing Business & Economics - Marketing - General Sales & marketing |
ISBN |
1-78973-819-9
1-78973-817-2 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto | Prelims -- References -- Index. |
Record Nr. | UNINA-9910793657203321 |
Wilson Lee | ||
Bingley, UK : , : Emerald Publishing, , 2019 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|
Data-driven marketing content : a practical guide / / Lee Wilson |
Autore | Wilson Lee |
Pubbl/distr/stampa | Bingley, UK : , : Emerald Publishing, , 2019 |
Descrizione fisica | 1 online resource (193 pages) |
Disciplina | 658.83 |
Soggetto topico |
Marketing research
Marketing - Data processing Small business marketing Business & Economics - Marketing - General Sales & marketing |
ISBN |
1-78973-819-9
1-78973-817-2 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto | Prelims -- References -- Index. |
Record Nr. | UNINA-9910817313803321 |
Wilson Lee | ||
Bingley, UK : , : Emerald Publishing, , 2019 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|
Determinants of Private Label Attitude : Predicting Consumers’ Brand Preferences Using Psychographics / / by Stefanie Weiß |
Autore | Weiß Stefanie |
Edizione | [1st ed. 2015.] |
Pubbl/distr/stampa | Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2015 |
Descrizione fisica | 1 online resource (153 p.) |
Disciplina |
330
658.4092 658.8 658.83 |
Collana | BestMasters |
Soggetto topico |
Marketing
Market research Leadership Market Research/Competitive Intelligence Business Strategy/Leadership |
ISBN | 3-658-08672-6 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto | Attitudes as Predictors of Intention -- Demographics and their Limitations -- The Predictive Power of Psychographics -- Managerial Implications. . |
Record Nr. | UNINA-9910298486503321 |
Weiß Stefanie | ||
Wiesbaden : , : Springer Fachmedien Wiesbaden : , : Imprint : Springer Gabler, , 2015 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|
Developing a market orientation [[electronic resource] /] / Rohit Deshpande, editor |
Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c1999 |
Descrizione fisica | 1 online resource (330 p.) |
Disciplina |
658.8
658.83 |
Altri autori (Persone) | DeshpandeRohit |
Soggetto topico |
Marketing research
Customer services Corporate culture Organization Competition |
Soggetto genere / forma | Electronic books. |
ISBN |
0-7619-1692-X
1-4522-3142-7 1-4522-6316-7 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto |
Cover; Contents; Acknowledgments; Chapter 1 - Introduction; Chapter 2 - Market Orientation: The Construct, Research Propositions, and Managerial Implications; Chapter 3 - The Effect of Market Orientation on Business Profitability; Chapter 4 - Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis; Chapter 5 - Market Orientation: Antecedents and Consequences; Chapter 6 - Market Orientation, Performance, and the Moderating Influence of Competitive Environment; Chapter 7 - Does Market Orientation Matter for Small Firms?
Chapter 8 - Market Orientation and Business Performance: An Analysis of Panel DataChapter 9 - Understanding Market Orientation: A Prospectively Designed Meta-Analysis of Three Market Orientation Scales; Chapter 10 - Market Oriented Is Not Enough: Build a Learning Organization; Chapter 11 - The Influence of Market Orientation on Channel Relationships: A Dyadic Examination; Appendix: Publication History; Author Index; Subject Index; About the Authors |
Record Nr. | UNINA-9910480351103321 |
Thousand Oaks, Calif. ; ; London, : SAGE, c1999 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|
Developing a market orientation [[electronic resource] /] / Rohit Deshpande, editor |
Pubbl/distr/stampa | Thousand Oaks, Calif. ; ; London, : SAGE, c1999 |
Descrizione fisica | 1 online resource (vii, 320 p.) : ill |
Disciplina | 658.83 |
Altri autori (Persone) | DeshpandeRohit |
Soggetto topico |
Marketing research
Customer services Corporate culture |
ISBN |
0-7619-1692-X
1-4522-3142-7 1-4522-6316-7 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto |
Cover; Contents; Acknowledgments; Chapter 1 - Introduction; Chapter 2 - Market Orientation: The Construct, Research Propositions, and Managerial Implications; Chapter 3 - The Effect of Market Orientation on Business Profitability; Chapter 4 - Corporate Culture, Customer Orientation, and Innovativeness in Japanese Firms: A Quadrad Analysis; Chapter 5 - Market Orientation: Antecedents and Consequences; Chapter 6 - Market Orientation, Performance, and the Moderating Influence of Competitive Environment; Chapter 7 - Does Market Orientation Matter for Small Firms?
Chapter 8 - Market Orientation and Business Performance: An Analysis of Panel DataChapter 9 - Understanding Market Orientation: A Prospectively Designed Meta-Analysis of Three Market Orientation Scales; Chapter 10 - Market Oriented Is Not Enough: Build a Learning Organization; Chapter 11 - The Influence of Market Orientation on Channel Relationships: A Dyadic Examination; Appendix: Publication History; Author Index; Subject Index; About the Authors |
Record Nr. | UNINA-9910791721103321 |
Thousand Oaks, Calif. ; ; London, : SAGE, c1999 | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|
Doing qualitative community research [[electronic resource] ] : lessons for faculty, students and communities / / Ernest Quimby |
Autore | Quimby Ernest |
Pubbl/distr/stampa | [Washington, D.C.], : Bentham Science Publishers, [2011] |
Descrizione fisica | 1 online resource (214 p.) |
Disciplina | 658.83 |
Soggetto topico | Communities - Research |
Soggetto genere / forma | Electronic books. |
ISBN | 1-60805-258-3 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto | 02 Cover Page; 03 REVISED eBooks End User License Agreement-Website; 04 Content; 05 Foreword; 06 Preface; 07 Acknowledgement; 08 Chapter 01; 09 Chapter 02; 10 Chapter 03; 11 Chapter 04; 12 Chapter 05; 13 Chapter 06; 14 Chapter 07; 15 Chapter 08; 16 Chapter 09; 17 Chapter 10; 18 Chapter 11; 19 Chapter 12; 20 Appendix Qualitative Bibliographical Resources; 21 Qualitative Research Journals; 22 Examples of Electronic Qualitative Resources; 23 Index |
Record Nr. | UNINA-9910461293603321 |
Quimby Ernest | ||
[Washington, D.C.], : Bentham Science Publishers, [2011] | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|
Doing qualitative community research [[electronic resource] ] : lessons for faculty, students and communities / / Ernest Quimby |
Autore | Quimby Ernest |
Pubbl/distr/stampa | [Washington, D.C.], : Bentham Science Publishers, [2011] |
Descrizione fisica | 1 online resource (214 p.) |
Disciplina | 658.83 |
Soggetto topico | Communities - Research |
ISBN | 1-60805-258-3 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto | 02 Cover Page; 03 REVISED eBooks End User License Agreement-Website; 04 Content; 05 Foreword; 06 Preface; 07 Acknowledgement; 08 Chapter 01; 09 Chapter 02; 10 Chapter 03; 11 Chapter 04; 12 Chapter 05; 13 Chapter 06; 14 Chapter 07; 15 Chapter 08; 16 Chapter 09; 17 Chapter 10; 18 Chapter 11; 19 Chapter 12; 20 Appendix Qualitative Bibliographical Resources; 21 Qualitative Research Journals; 22 Examples of Electronic Qualitative Resources; 23 Index |
Record Nr. | UNINA-9910790472803321 |
Quimby Ernest | ||
[Washington, D.C.], : Bentham Science Publishers, [2011] | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|
Doing qualitative community research : lessons for faculty, students and communities / / Ernest Quimby |
Autore | Quimby Ernest |
Edizione | [1st ed.] |
Pubbl/distr/stampa | [Washington, D.C.], : Bentham Science Publishers, [2011] |
Descrizione fisica | 1 online resource (214 p.) |
Disciplina | 658.83 |
Soggetto topico | Communities - Research |
ISBN | 1-60805-258-3 |
Formato | Materiale a stampa |
Livello bibliografico | Monografia |
Lingua di pubblicazione | eng |
Nota di contenuto | 02 Cover Page; 03 REVISED eBooks End User License Agreement-Website; 04 Content; 05 Foreword; 06 Preface; 07 Acknowledgement; 08 Chapter 01; 09 Chapter 02; 10 Chapter 03; 11 Chapter 04; 12 Chapter 05; 13 Chapter 06; 14 Chapter 07; 15 Chapter 08; 16 Chapter 09; 17 Chapter 10; 18 Chapter 11; 19 Chapter 12; 20 Appendix Qualitative Bibliographical Resources; 21 Qualitative Research Journals; 22 Examples of Electronic Qualitative Resources; 23 Index |
Record Nr. | UNINA-9910809315803321 |
Quimby Ernest | ||
[Washington, D.C.], : Bentham Science Publishers, [2011] | ||
Materiale a stampa | ||
Lo trovi qui: Univ. Federico II | ||
|