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

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

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

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

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