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Marketing Research
Marketing Research is designed to serve as a textbook on marketing research and design for people studying or pursuing the discipline of management. The book contains Indian examples on Product Research, Consumer Research, Motivation Research, etc. It also includes more than 50 cases which would enable the reader in understanding even the most complex multivariate technique in a very simple manner.The book contains 20 chapters with computer based approach, the SPSS/PCT system, the use of which has also been described in this book. The content of the book makes it equally useful for both basic and advance course in Marketing Research. It is indispensable for students of MBA, M.Com, MBE, BBA, BBS, BCA, PGDBM, MCA, M Tech and practising marketing managers. It is a valuable reference source for research agencies.
Analysis for Marketing Planning
Focusing on marketing planning, this text is suitable for courses in product management, product pricing and brand management as well a marketing management and marketing strategy where brevity, no coverage of the 4Ps, a heavy strategic focus and an emphasis on a marketing plan are desired. Conceptual and analytical in its approach, it centres on industry competitor and customer analysis and includes numerous examples.
Product Management
'Product Management' uses the marketing plan as the unifying framework for its lessons, which cover three major tasks: analysing the market, developing objectives and strategies for the product or service in question, making decisions on price, advertising, promotion, channels of distribution, and service.
Assessing Marketing Strategy Performance
"Offering a diverse set of approaches, from stock market response modeling to historical analysis, Assessing Marketing Strategy Performance aims to foster new and more effective thinking about the value of marketing and the productivity of marketing investments. It will be a valuable resource to those seeking to better understand marketing's role in the firm"--
The History Of Marketing Science
The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from its origins, The History of Marketing Science is a timely review of the accomplishments of marketing scientists in a number of research areas.Different research areas of marketing science, such as Pricing, Internet Marketing, Diffusion Models, and Advertising, are treated to a highly readable and easy-to-digest historical analysis by the contributing authors. Each chapter provides a chronological timeline of key historical developments in the area of marketing science covered. Readers of other disciplinary backgrounds outside of economics, statistics, and operations research will be more than able to appreciate the development of marketing science as a field of research and its pioneers through the book.
Managing Customers as Investments
Linking customer lifetime value to business value, powerful techniques for both executives and investors.
Brand Equity & Advertising
The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.
