ean 9780750682343 temática MANAGEMENT, MARKETING año Publicación 2007 idioma INGLÉS editorial ELSEVIER formato CARTONÉ 54,95 €    PEDIR   NOVEDAD

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management
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The authors present case studies addressing marketing investment issues with a step by step process that includes: identification of business issues and objectives; strategic framework; metric identification and data collection; selection of market research methods or/and data mining techniques; selection of analytic tools; modeling and analysis; solutions with recommendations; and test and rollout.Incorporating learning into ongoing marketing budget planning, the book provides holistic view of market intelligence that encompasses market research and data mining, which are often understood and implemented in silos. Understanding how to integrate the two schools of thoughts is essential for success in marketing investment. To illustrate the content, real-life examples in a broad range of industries and target audiences are used, with examples that include: industries such as financial, banking, insurance, retail, high tech, pharmaceutical, health care, and e commerce; both business-to-business and business-to-consumer; various target audiences such as technology adopters vs. laggers, affluent consumers vs. non-affluent consumers, offline shoppers vs. online shoppers, etc.; coverage of the latest marketing investment problems such as measurement of online advertising effectiveness and how to mine data from blogs. Furthermore, the authors offer a comprehensive discussion of data, metrics, techniques and database integration, including a statistical concepts such as sample size and test of significance, in depth discussion of latest online and offline measurement metrics, primary research vs. secondary research and syndicated research vs. customized research. This book provides a dual treatment of market research and data mining. It uses a how-to approach for professionals with illustrative case studies in addition to theory. It includes practical tips on how to create executive reports, dashboards, and a market intelligence infrastructure.