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10 péchés mortels en marketing : symptômes et solutions / / Philip Kotler
| 10 péchés mortels en marketing : symptômes et solutions / / Philip Kotler |
| Autore | Kotler Philip |
| Pubbl/distr/stampa | Paris, [France] : , : Maxima, Laurent du Mesnil éditeur, , 2016 |
| Descrizione fisica | 1 online resource (80 pages) |
| Disciplina | 658.8 |
| Collana | Master Class |
| Soggetto topico | Marketing - Management |
| Soggetto genere / forma | Electronic books. |
| ISBN | 2-8188-0657-7 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | fre |
| Record Nr. | UNINA-9910464985003321 |
Kotler Philip
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| Paris, [France] : , : Maxima, Laurent du Mesnil éditeur, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Agile marketing performance management : 10 success factors for maximizing marketing ROI dynamically / / Sascha Stürze [and three others] ; foreword by Marc Fischer
| Agile marketing performance management : 10 success factors for maximizing marketing ROI dynamically / / Sascha Stürze [and three others] ; foreword by Marc Fischer |
| Autore | Stürze Sascha |
| Pubbl/distr/stampa | Wiesbaden, Germany : , : Springer, , [2022] |
| Descrizione fisica | 1 online resource (125 pages) |
| Disciplina | 658.8 |
| Collana | Management for professionals |
| Soggetto topico |
Marketing - Management
Rate of return Marketing |
| ISBN | 3-658-38053-5 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Intro -- Foreword -- Acknowledgments -- Contents -- About the Authors -- List of Figures -- List of Table -- 1: Introduction -- 2: Optimised Budget Allocation in Marketing ``Beyond Media´´ -- 2.1 Allocation Is Key! -- 2.2 Allocation Concerns More Than Media Mix -- 2.3 Global, Cross-Product Budget Allocation Bears Sizeable EBIT Potential -- 2.4 The Bigger Part of EBIT Impact Does NOT Result from Media Allocation -- 2.5 Recommendations for Corporate Decision Makers -- 3: Quantitative Consideration of the Long-Term Effect of Marketing Measures -- 3.1 Obvious Existence, Difficult Proof -- 3.2 Marketing Science Provides Long-Term Multipliers -- 3.3 Benchmarks from Practice Show Factor 2 and Broad Spread -- 3.4 Recommendations for Corporate Decision Makers -- 4: Striking the Right Balance: Image vs. Performance Marketing -- 4.1 The Performance Promise -- 4.2 Where Does Image End, Where Does Performance Begin? -- 4.3 Can Digital Advertising Be Image Building at All? -- 4.4 But How to Find the Optimal Balance? -- 4.5 ``Seeding´´ Makes No Sense Without ``Harvesting´´ -- 4.6 Recommendations for Corporate Decision Makers -- Digression I: What Happens When Brands ``Go Dark´´, for Example, in a Recession? -- Should Advertising Budgets Be Cut in a Recession? -- 5: Campaign Tracking and Successful Marketing Controlling -- 5.1 Campaign-Specific Analyses Instead of Average Effectiveness -- 5.2 Marketing Controlling in the Context of Dynamic Channel Development -- 5.3 The Role of Pre-tests and Campaign Tracking -- 5.4 Recommendations for Corporate Decision Makers -- 6: Modelling, Model Architecture, and Model Quality -- 6.1 The Right Target Variable -- 6.2 The Right Model Architecture -- 6.3 Model Quality Is More Than R2 -- 6.4 The Right Frequency of Updates -- 6.5 Recommendations for Corporate Decision Makers -- 7: Multi-touch Attribution and Unified Measurement.
7.1 Two Tools: One Goal -- 7.2 There Is No Such Thing as a Free Lunch: Differences and Use Cases -- 7.3 MTAs Are (Too) Often Nothing More Than Rules -- 7.4 Best of Both Worlds? -- 7.5 Recommendations for Corporate Decision Makers -- 8: Individual Targeting and Privacy -- 8.1 Segment-of-One -- 8.2 Benefits of Individual Targeting and the Power of First-Party Data -- 8.3 Unmet Expectations and the Risks of Hyper-Targeting -- 8.4 Limitations Due to Regulation and Walled Gardens -- 8.5 Is Spray`n´Pray Coming Back Now? -- 8.6 Recommendations for Corporate Decision Makers -- 9: Agile Marketing, Agile Budgeting -- 9.1 The Basics of Agile Marketing -- 9.2 Agile Marketing: The Key to Success? -- 9.3 How to Implement Agile Marketing -- 9.4 Recommendations for Corporate Decision Makers -- Digression II: Zero-Based Budgeting (ZBB)-Blessing or Curse? -- 10: ``The Good, The Bad and The Ugly´´: Data Requirements and Formats for a Successful and Cost-Effective Implementation -- 10.1 Data Sources and Basic Requirements for Model Variables -- 10.2 Data Structure: Small Differences with a Big Effect -- 10.3 Dealing with ``Data-Poor´´ Allocation Units -- 10.4 Recommendations for Corporate Decision Makers -- 11: In- Versus Outsourcing and Vendor Selection -- 11.1 In- Versus Outsourcing -- 11.2 Early Phase of Orientation: Pilot Studies and First Provider Screening -- 11.3 Technical Evaluation of Service Providers -- 11.4 Typical Cost Drivers from the Service Provider Perspective -- 11.5 Scorecards for Vendor Pitches -- 11.6 Recommendations for Corporate Decision Makers -- 12: Marketing in 2023ff: Agility as the ``New Normal´´. |
| Record Nr. | UNINA-9910624386303321 |
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Stürze Sascha
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| Wiesbaden, Germany : , : Springer, , [2022] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Annual Conference proceedings
| Annual Conference proceedings |
| Pubbl/distr/stampa | [Macomb, IL] : , : Marketing Management Association, , [2009]- |
| Descrizione fisica | 1 online resource |
| Disciplina | 658.8 |
| Soggetto topico | Marketing - Management |
| Soggetto genere / forma | Conference papers and proceedings. |
| Formato | Materiale a stampa |
| Livello bibliografico | Periodico |
| Lingua di pubblicazione | eng |
| Altri titoli varianti |
Marketing Management Association ... Annual Conference proceedings
MMA Spring Conference proceedings Marketing Management Association ... Spring Conference proceedings Spring ... MMA Conference proceedings |
| Record Nr. | UNINA-9910679995103321 |
| [Macomb, IL] : , : Marketing Management Association, , [2009]- | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Annual Conference proceedings
| Annual Conference proceedings |
| Pubbl/distr/stampa | [Macomb, IL] : , : Marketing Management Association, , [2009]- |
| Descrizione fisica | 1 online resource |
| Disciplina | 658.8 |
| Soggetto topico | Marketing - Management |
| Soggetto genere / forma | Conference papers and proceedings. |
| Formato | Materiale a stampa |
| Livello bibliografico | Periodico |
| Lingua di pubblicazione | eng |
| Altri titoli varianti |
Marketing Management Association ... Annual Conference proceedings
MMA Spring Conference proceedings Marketing Management Association ... Spring Conference proceedings Spring ... MMA Conference proceedings |
| Record Nr. | UNISA-996262834303316 |
| [Macomb, IL] : , : Marketing Management Association, , [2009]- | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. di Salerno | ||
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Applying scientific reasoning to the field of marketing [[electronic resource] ] : make better decisions / / Terry Grapentine
| Applying scientific reasoning to the field of marketing [[electronic resource] ] : make better decisions / / Terry Grapentine |
| Autore | Grapentine Terry |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | [New York, N.Y.] (222 East 46th Street, New York, NY 10017), : Business Expert Press, 2012 |
| Descrizione fisica | 1 online resource (262 p.) |
| Disciplina | 658.802 |
| Collana | Marketing strategy collection |
| Soggetto topico |
Marketing - Management
Marketing - Decision making |
| Soggetto genere / forma | Electronic books. |
| Soggetto non controllato |
marketing
marketing management marketing strategy strategy critical thinking marketing research |
| ISBN |
1-283-89502-1
1-60649-368-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | A personal observation -- Acknowledgments -- Section 1. Laying the groundwork -- 1. Introduction -- 2. Epistemology and philosophy of science: why they are useful for marketing -- 3. Applying scientific reasoning to the field of marketing and business: the Dow Chemical story -- 4. Barriers to scientific reasoning -- 5. Worldviews: the lens that can distort reality -- Section 2. Thinking scientifically -- 6. An introduction to scientific reasoning -- 7. Attributes versus constructs -- 8. Causation -- 9. Coherence -- 10. Logic: deduction, induction, and inference to the best explanation -- 11. Arguments and logical fallacies -- Section 3. Developing theories -- 12. Theory -- 13. Creative thinking in theory development -- 14. Your journey -- 15. Additional readings -- Notes -- Bibliography -- Index. |
| Record Nr. | UNINA-9910462263603321 |
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Grapentine Terry
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| [New York, N.Y.] (222 East 46th Street, New York, NY 10017), : Business Expert Press, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Applying scientific reasoning to the field of marketing [[electronic resource] ] : make better decisions / / Terry Grapentine
| Applying scientific reasoning to the field of marketing [[electronic resource] ] : make better decisions / / Terry Grapentine |
| Autore | Grapentine Terry |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | [New York, N.Y.] (222 East 46th Street, New York, NY 10017), : Business Expert Press, 2012 |
| Descrizione fisica | 1 online resource (262 p.) |
| Disciplina | 658.802 |
| Collana | Marketing strategy collection |
| Soggetto topico |
Marketing - Management
Marketing - Decision making |
| Soggetto non controllato |
marketing
marketing management marketing strategy strategy critical thinking marketing research |
| ISBN |
1-283-89502-1
1-60649-368-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | A personal observation -- Acknowledgments -- Section 1. Laying the groundwork -- 1. Introduction -- 2. Epistemology and philosophy of science: why they are useful for marketing -- 3. Applying scientific reasoning to the field of marketing and business: the Dow Chemical story -- 4. Barriers to scientific reasoning -- 5. Worldviews: the lens that can distort reality -- Section 2. Thinking scientifically -- 6. An introduction to scientific reasoning -- 7. Attributes versus constructs -- 8. Causation -- 9. Coherence -- 10. Logic: deduction, induction, and inference to the best explanation -- 11. Arguments and logical fallacies -- Section 3. Developing theories -- 12. Theory -- 13. Creative thinking in theory development -- 14. Your journey -- 15. Additional readings -- Notes -- Bibliography -- Index. |
| Record Nr. | UNINA-9910785733003321 |
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Grapentine Terry
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| [New York, N.Y.] (222 East 46th Street, New York, NY 10017), : Business Expert Press, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Applying scientific reasoning to the field of marketing [[electronic resource] ] : make better decisions / / Terry Grapentine
| Applying scientific reasoning to the field of marketing [[electronic resource] ] : make better decisions / / Terry Grapentine |
| Autore | Grapentine Terry |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | [New York, N.Y.] (222 East 46th Street, New York, NY 10017), : Business Expert Press, 2012 |
| Descrizione fisica | 1 online resource (262 p.) |
| Disciplina | 658.802 |
| Collana | Marketing strategy collection |
| Soggetto topico |
Marketing - Management
Marketing - Decision making |
| Soggetto non controllato |
marketing
marketing management marketing strategy strategy critical thinking marketing research |
| ISBN |
1-283-89502-1
1-60649-368-X |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto | A personal observation -- Acknowledgments -- Section 1. Laying the groundwork -- 1. Introduction -- 2. Epistemology and philosophy of science: why they are useful for marketing -- 3. Applying scientific reasoning to the field of marketing and business: the Dow Chemical story -- 4. Barriers to scientific reasoning -- 5. Worldviews: the lens that can distort reality -- Section 2. Thinking scientifically -- 6. An introduction to scientific reasoning -- 7. Attributes versus constructs -- 8. Causation -- 9. Coherence -- 10. Logic: deduction, induction, and inference to the best explanation -- 11. Arguments and logical fallacies -- Section 3. Developing theories -- 12. Theory -- 13. Creative thinking in theory development -- 14. Your journey -- 15. Additional readings -- Notes -- Bibliography -- Index. |
| Record Nr. | UNINA-9910809196603321 |
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Grapentine Terry
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| [New York, N.Y.] (222 East 46th Street, New York, NY 10017), : Business Expert Press, 2012 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Atención al cliente en el proceso comercial / / José Manuel Rumín Hermoso
| Atención al cliente en el proceso comercial / / José Manuel Rumín Hermoso |
| Autore | Rumín Hermoso José Manuel |
| Pubbl/distr/stampa | Bogotá : , : Ediciones de la U, , 2019 |
| Descrizione fisica | 1 recurso en línea (194 páginas) |
| Disciplina | 658.812 |
| Collana | Marketing |
| Soggetto topico |
Customer services
Marketing - Management Telemarketing Servicio al cliente Administración de mercadeo Telemercadeo |
| Soggetto genere / forma | Libros electronicos. |
| ISBN | 958-792-067-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | spa |
| Record Nr. | UNINA-9910398192703321 |
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Rumín Hermoso José Manuel
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| Bogotá : , : Ediciones de la U, , 2019 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Atención al cliente en el proceso comercial / / José Manuel Rumín Hermoso
| Atención al cliente en el proceso comercial / / José Manuel Rumín Hermoso |
| Autore | Rumín Hermoso José Manuel |
| Pubbl/distr/stampa | Bogotá : , : Ediciones de la U, , 2019 |
| Descrizione fisica | 1 recurso en línea (194 páginas) |
| Disciplina | 658.812 |
| Collana | Marketing |
| Soggetto topico |
Customer services
Marketing - Management Telemarketing Servicio al cliente Administración de mercadeo Telemercadeo |
| Soggetto genere / forma | Libros electronicos. |
| ISBN | 958-792-067-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | spa |
| Record Nr. | UNINA-9910672356503321 |
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Rumín Hermoso José Manuel
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| Bogotá : , : Ediciones de la U, , 2019 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Die Bedürfnispyramide : Menschliche Bedürfnisse verstehen und einordnen / / Verfasst von Pierre Pichére ; In Zusammenarbeit mit Anne-Christine Cadiat ; Übersetzt von Mareike Lobeck
| Die Bedürfnispyramide : Menschliche Bedürfnisse verstehen und einordnen / / Verfasst von Pierre Pichére ; In Zusammenarbeit mit Anne-Christine Cadiat ; Übersetzt von Mareike Lobeck |
| Autore | Pichère Pierre |
| Pubbl/distr/stampa | [Place of publication not identified] : , : 50Minuten.de, , [2018] |
| Descrizione fisica | 1 online resource (22 pages) |
| Disciplina | 658.8 |
| Soggetto topico | Marketing - Management |
| Soggetto genere / forma | Electronic books. |
| ISBN | 2-8080-0857-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | ger |
| Record Nr. | UNINA-9910466805103321 |
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Pichère Pierre
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| [Place of publication not identified] : , : 50Minuten.de, , [2018] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Soggetto topico
-
Marketing - Management
(349)
- Marketing (55)
- Strategic planning (33)
- Consumer behavior (22)
- Marketing - Decision making (20)