Download or read book From Little s Law to Marketing Science written by John R. Hauser and published by MIT Press. This book was released on 2016-01-15 with total page 497 pages. Available in PDF, EPUB and Kindle. Book excerpt: The legacy of a pioneer in operations research and marketing science.

Download or read book From Little s Law to Marketing Science written by John R. Hauser and published by MIT Press. This book was released on 2016-01-29 with total page 497 pages. Available in PDF, EPUB and Kindle. Book excerpt: The legacy of a pioneer in operations research and marketing science. John D. C. Little of MIT's Sloan School of Management is famous for his contributions to operations research and marketing science. He formulated a fundamental theorem in queuing theory known as Little's Law, which is used widely in a variety of fields. His work on such topics as optimal advertising experimentation, advertising budgeting, and aggregate marketing models, and its subsequent applications, has generated entire streams of research. This volume gathers papers from prominent researchers, including many of Little's colleagues and former colleagues, that reflect this pioneering scholar's lasting influence. The book includes a profile of Little, detailing his career accomplishments; writings on managerial models, including papers on advertising media selection, customer lifetime value, and micromarketing; discussions of decision information models, covering topics that range from customer channel choice to stochastic variance assumption; and (in a paper coauthored by Little) an examination of Little's Law today. Contributors Makoto Abe, Rene Befurt, André Bonfrer, Robert Bordley, Maria Luisa Ceprini, Peter J. Danaher, Xavier Drèze, Daria Dzyabura, Theodoros Evgeniou, Fred M. Feinberg, John R. Hauser, Kamel Jedidi, Laoucine Kerbache, Janghyuk Lee, Guilherme (Gui) Liberali, John D. C. Little, Erin MacDonald, Dina Mayzlin, Wendy W. Moe, Elisa Montaguti, Ricardo Montoya, Pamela D. Morrison, Scott A. Neslin, Oded Netzer, John H. Roberts, Linda Court Salisbury, Jiwoong Shin, Rajendra Srivastava, Olivier Toubia, Michael Trusov, Glen L. Urban, Sara Valentini, Masahiko Yamanaka

Download or read book Handbook of Marketing Decision Models written by Berend Wierenga and published by Springer Science & Business Media. This book was released on 2008-09-11 with total page 621 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. The HANDBOOK OF MARKETING DECISION MODELS presents the state of the art in marketing decision models, dealing with new modeling areas such as customer relationship management, customer value and online marketing, but also describes recent developments in other areas. In the category of marketing mix models, the latest models for advertising, sales promotions, sales management, and competition are dealt with. New developments are presented in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets. Not only are the most recent models discussed, but the book also pays attention to the implementation of marketing models in companies and to applications in specific industries.

Download or read book Total Relationship Marketing written by Evert Gummesson and published by Routledge. This book was released on 2011-01-05 with total page 377 pages. Available in PDF, EPUB and Kindle. Book excerpt: This third edition of Total Relationship Marketing confirms it as a classic text on the subject of relationship marketing and CRM, areas which have become accepted – and debated – parts of marketing but are currently undergoing dramatic change. A major contribution to marketing thought internationally, this seminal title presents a powerful in-depth analysis of relational approaches to marketing where the three words relationships, networks and interaction are king. The book effects a dramatic shift in the fundamentals of marketing thought, with the author’s refined model of thirty relationships, the 30Rs, presenting a sophisticated and cogent challenge to the traditional 4Ps schema. Previous editions were widely praised as breakthrough texts in the field, combining incisive and searching analysis with an accessible and pragmatic approach to putting the theory to work. This third edition is the first book on relationship marketing and CRM to integrate the ongoing evolution in marketing through the service-dominant logic, lean consumption and the customer’s value chain, the augmented role of the customer in value creation, the increasing importance of customer-to-customer (C2C) interaction, network-based many-to-many marketing, and marketing accountability and metrics. It addresses both the high tech, information technology aspects of marketing and the high touch, human aspects. Further, customer-centricity is suggested to be broadened to balanced centricity, a trade-off between the needs of all stakeholders of a network of relationships. Examples, cases, concepts and references have been updated. Highly informative, practical in style and packed with illustrations from real companies, Total Relationship Marketing is an essential resource for all serious marketing practitioners as well as undergraduate and postgraduate students.

Download or read book Review of Marketing Research written by Naresh K Malhotra and published by Routledge. This book was released on 2017-07-05 with total page 345 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The Review of Marketing Research" series provides current, state-of-the-art articles by the marketing field's leading researchers and scholars. Unlike other research publications in the field, which impose major constraint on article length, RMR publishes longer chapters that are not only theoretically rigorous but also offer richer detail, including literature reviews, cutting-edge methodologies, empirical studies, international developments, guidelines for implementation, and suggestions for future theory development and testing. "The RMR" series is edited by Naresh K. Malhotra along with a distinguished editorial review board. Each contribution undergoes a double-blind review process, and each volume represents an across-the-board view of the full range of current marketing research methodologies.

Download or read book The Multinational Enterprise written by Mark Casson and published by Edward Elgar Publishing. This book was released on 2018-02-23 with total page 319 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book summarises Mark Casson’s recent research on the multinational enterprise. This work is firmly rooted in history and examines the evolution of the internalisation theory of the multinational enterprise over the past forty years and, in the light of this, considers its potential for further development. The book also explores internationalisation theory in respect to marketing and brands, the supply chain, risk management as well as methodology.

Download or read book Studies in Consumer Demand Econometric Methods Applied to Market Data written by Jeffrey A. Dubin and published by Springer Science & Business Media. This book was released on 2012-12-06 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: Studies in Consumer Demand - Econometric Methods Applied to Market Data contains eight previously unpublished studies of consumer demand. Each study stands on its own as a complete econometric analysis of demand for a well-defined consumer product. The econometric methods range from simple regression techniques applied in the first four chapters, to the use of logit and multinomial logit models used in chapters 5 and 6, to the use of nested logit models in chapters 6 and 7, and finally to the discrete/continuous modeling methods used in chapter 8. Emphasis is on applications rather than econometric theory. In each case, enough detail is provided for the reader to understand the purpose of the analysis, the availability and suitability of data, and the econometric approach to measuring demand.

Download or read book Viral Marketing and Social Networks written by Maria Petrescu and published by Business Expert Press. This book was released on 2014-05-21 with total page 139 pages. Available in PDF, EPUB and Kindle. Book excerpt: Viral marketing is the key to marketing success in the 21st century, and advertising is one of the most important tools in the viral marketing toolkit. This book offers an in-depth look at viral marketing that includes a short overview of its history and evolution. The author provides a viral marketing toolkit—exploring the use of each tool in social media, as well as differences between connected terms such as marketing buzz. Viral advertising, as a significant tool and source of viral message, is discussed in detail with examples of various companies’ viral campaigns. The focus is on how and where businesses can post messages with viral objectives and which consumer segment is the center of the initial targeting initiative. This book is for anyone—students and professors in business and communication schools, as well as marketing practitioners.

Download or read book The Handbook of Global Science Technology and Innovation written by Daniele Archibugi and published by John Wiley & Sons. This book was released on 2015-09-28 with total page 629 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Handbook of Global Science, Technology, and Innovation This unique Handbook provides an overview of the globalization of science, technology, and innovation, including global trends in the way knowledge is produced and distributed, the development of institutions, and global policy. It shows how technological change and innovation are shaped by the role of emerging countries in the generation of science and technological knowledge, and transnational corporations, and how reforms in intellectual property rights and world trade have been affected by the increasingly international flows of knowledge, technology, and innovation. The book provides an in-depth assessment of the themes and direction of science, technology, innovation, and public policy in an increasingly globalized world. With contributions from an international team of leading scholars, this cutting-edge reference work introduces readers to current debates about the role of science and technology in global society and the policy responses that shape its development. Comprising 28 specially commissioned chapters, the Handbook addresses major trends in global policy, including a significant shift toward private scientific research, the change in the distribution of science and technical knowledge, and a heightened awareness among policymakers of the economic and technological impact of scientific activity. Accessibly written, it provides an invaluable one-stop reference for students, social researchers, scientists, and policymakers alike.

Download or read book New Perspectives on Critical Marketing and Consumer Society written by Elaine L Ritch and published by Emerald Group Publishing. This book was released on 2021-03-01 with total page 201 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital communication has altered the flow of global information,evolved consumer values and changed consumption practices worldwide.New Perspectives on Critical Marketing and Consumer Society provides an illuminating, challenging and thought-provoking guide for all upper-level students of marketing,branding and consumer behaviour.

Download or read book Marketing Science written by and published by . This book was released on 1993 with total page 524 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book The Multinational Enterprise and the Emergence of the Global Factory written by Peter J. Buckley and published by Springer. This book was released on 2014-11-04 with total page 290 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Multinational Enterprise and the Emergence of the Global Factory brings together research papers authored by Peter J. Buckley, focusing on three of the most important empirical and theoretical issues in the global economy: the rise of the 'global factory'; the growth of FDI from emerging economies; recent developments in the theory of IB.

Download or read book Handbook of Marketing written by Barton A Weitz and published by SAGE. This book was released on 2006-08-11 with total page 618 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 'Handbook of Marketing' presents a major retrospective and prospective overview of the field of marketing when many of the traditional boundaries and domains within marketing have been subject to change.

Download or read book Handbook of Research on Distribution Channels written by Charles A. Ingene and published by Edward Elgar Publishing. This book was released on 2019 with total page 608 pages. Available in PDF, EPUB and Kindle. Book excerpt: Distribution channels are the most complex element of the marketing mix to fully grasp and to profitably manage. In this Handbook the authors present cutting-edge research on channel management and design from analytical, conceptual, and empirical perspectives. The breadth of this Handbook makes it appropriate for use in a doctoral course on distribution channels, or as a knowledge-broadening resource for faculty and researchers who wish to understand types of channels research that are outside the scope of their own approach to distribution.

Download or read book Perspectives on Promotion and Database Marketing written by Robert C. Blattberg and published by World Scientific. This book was released on 2010 with total page 332 pages. Available in PDF, EPUB and Kindle. Book excerpt: Quantitative marketing as a discipline started around the mid 60's and has been dominated by only a handful of individuals. Robert Blattberg is one of them and has been a leader in setting a research agenda for this discipline. The collection of articles in this book along with commentary by some of his doctoral students is a magnificent testament to the genius of Robert Blattberg. The chapters in this book are organized into six parts. The first part, titled ?Early Bob?, traces research which he completed during the first decade after he joined University of Chicago. The second part is titled ?Statistical Bob?. This part comprises papers that Robert wrote in characterizing the response of consumers to dealing. The third part is titled ?Promotional Bob?, and covers roughly a ten-year stretch from 1987 to 1996. The fourth part titled ?Big Bob?, describes Robert's contribution to and impact on marketing practice. The fifth part is titled ?Direct Bob?, and focuses on what customer level data should be gathered, how they should be organized, linked and analyzed, and what metrics should be used to assess customer value. The sixth and final part titled ?Micro-Macro Bob?, is not genre or area specific as much as an illustration of Robert's overall research interests in marketing-mix modeling.

Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.

Download or read book World Intellectual Property Report 2013 Brand Reputation and Image in the Global Marketplace written by World Intellectual Property Organization and published by WIPO. This book was released on 2013 with total page 141 pages. Available in PDF, EPUB and Kindle. Book excerpt: WIPO's World Intellectual Property Report 2013 explores the role that brands play in today’s global marketplace. The Report looks at how branding behavior and trademark use have evolved in recent history, how they differ across countries, what is behind markets for brands, what lessons economic research holds for trademark policy, and how branding strategies influence companies' innovation activities.