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Handbook of Marketing Decision Models
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. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.
Market Response Models
From 1976 to the beginning of the millennium—covering the quarter-century life span of this book and its predecessor—something remarkable has happened to market response research: it has become practice. Academics who teach in professional fields, like we do, dream of such things. Imagine the satisfaction of knowing that your work has been incorporated into the decision-making routine of brand managers, that category management relies on techniques you developed, that marketing management believes in something you struggled to establish in their minds. It’s not just us that we are talking about. This pride must be shared by all of the researchers who pioneered the simple concept that t...
Entertainment Science
The entertainment industry has long been dominated by legendary screenwriter William Goldman’s “Nobody-Knows-Anything” mantra, which argues that success is the result of managerial intuition and instinct. This book builds the case that combining such intuition with data analytics and rigorous scholarly knowledge provides a source of sustainable competitive advantage – the same recipe for success that is behind the rise of firms such as Netflix and Spotify, but has also fueled Disney’s recent success. Unlocking a large repertoire of scientific studies by business scholars and entertainment economists, the authors identify essential factors, mechanisms, and methods that help a new en...
Sales Management
This 11th edition of Sales Management continues the tradition of blending the most recent sales management research with the real-life "best practices" of leading sales organizations and sales professionals. Reflecting today’s emphasis on analytics and customer experience (CX), this edition focuses on the importance of employing different data-based selling strategies for different customer groups, as well as integrating corporate, business, marketing, and sales-level strategies and plans. Sales Management includes coverage of the current trends and issues in sales management, along with real-world examples from the contemporary business world that are used throughout the text to illuminat...
Dynamics in chains and networks
"Companies in food- and agribusiness chains and networks are facing ever-faster changes in the business environment, to which they must respond through continuous innovation. Societal concerns regarding animal welfare and environmental issues have to be met in a very competitive, increasingly global environment. The growing concern of consumers regarding the quality, traceability and environmental friendliness of products and processes call for fundamentally new ways of developing, producing and marketing products. New ways of organizing food supply networks, with new ties between firms and even between formerly separate sectors -such as the health and the food sector- are needed to cope with these new demands. This publication focusses on the dynamic response to these changes in chains and networks. Important topics include among others: critical success factors for design and control of innovative chains and networks, globalization of the business environment, effects of institutional and policy change, governance structures, technologies for managing interaction and design of information architectures for chains and networks."
House Full
Film studies have traditionally focused on texts, meanings, techniques, and appreciation/criticism. Now, we have in House Full an ethnography of movie-going and movie-goers, in India of all places (Bangalore), where the focus has been shifted away from the movie-as-product to the study of patterns of social behavior in production, marketing, and consumption of film. India is a place of surprises, and that goes for movie theatres and film patronage: House Full presents a raucous, multi-ethnic, multi-class tableau. You would guess the audience is Srinivas s focus, and that is accurate, because in India they have a role in choosing, buying tickets for, and sitting through and reacting to movies...
Management Intelligent Systems
This symposium was born as a research forum to present and discuss original, rigorous and significant contributions on Artificial Intelligence-based (AI) solutions—with a strong, practical logic and, preferably, with empirical applications—developed to aid the management of organizations in multiple areas, activities, processes and problem-solving; what we call Management Intelligent Systems (MiS). This volume presents the proceedings of these activities in a collection of contributions with many original approaches. They address diverse Management and Business areas of application such as decision support, segmentation of markets, CRM, product design, service personalization, organizati...
Global Perspectives in Cross-Cultural and Cross-National Consumer Research
Global Perspectives in Cross-Cultural and Cross-National Consumer Research deals with several important issues crucial for greater understanding of international and cross-cultural consumer behavior. This understanding in turn can provide international marketers with valuable insights, such as conditions under which globalization may or may not work. The coverage in this book is interdisciplinary in nature, and the chapters discuss several constructs (intermediary variables, processes, and also other environmental influences) related to social, personal, and psychological components or consequences of culture. The book begins with a conceptual model of the effect of culture on consumer behav...
Strategic Advertising Management
The authors deal with advertising from a strategic perspective. They begin with a broad look at what advertising is meant to do and then provide the reader with the keys to developing effective advertising and promotion campaigns.
Review of Marketing Research
Contains articles by the marketing field's researchers and scholars. This title presents a view of the marketing research methodologies.
