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Marketing Analytics
Using data analytics and big data in marketing and strategic decision-making is a key priority at many organisations and subsequently a vital part of the skills set for a successful marketing professional operating today. Authored by world-leading authorities in the field, Marketing Analytics provides a thoroughly contemporary overview of marketing analytics and coverage of a wide range of cutting edge data analytics techniques. It offers a powerful framework, organising data analysis techniques around solving four underlying marketing problems: the 'First Principles of Marketing'. In this way, it offers an action-oriented, applied approach to managing marketing complexities and issues, and a sound grounding in making effective decisions based on strong evidence. It is supported by vivid international cases and examples, and applied pedagogical features. The companion website offers comprehensive classroom instruction slides, videos including walk throughs on all the examples and methods in the book, data sets, a test bank and a solution guide for instructors.
Data Analytics for Marketing
Conduct data-driven marketing research and analysis with hands-on examples using Python by leveraging open-source tools and libraries Key Features Analyze marketing data using proper statistical techniques Use data modeling and analytics to understand customer preferences and enhance strategies without complex math Implement Python libraries like DoWhy, Pandas, and Prophet in a business setting with examples and use cases Purchase of the print or Kindle book includes a free PDF eBook Book DescriptionMost marketing professionals are familiar with various sources of customer data that promise insights for success. There are extensive sources of data, from customer surveys to digital marketing ...
The Impact of Investments in Market-based Assets on Firm Performance
Market-based assets, such as brands or customer relationships, can be thought of as intangibles that arise through the commingling of the firm with its environment. As such, they are constructs that bridge the conceptual gap between managerial actions and firms’ financial performance. This dissertation conducts three studies that advance the understanding of investments in market-based assets conceptually, empirically, and methodologically: First, it rigorously examines prior research in the marketing-finance interface and synthesizes the findings in a conceptual overview of the field. Second, it examines investments into different drivers of customer-based firm value and relates them to different aspects of firm performance. Third, it develops a novel method to estimate investments in market-based assets for firms with undisclosed accounting information through textual analysis of legal statements.
Innovation and Strategy
This volume focuses on substantive issues in innovation, marketing strategy, and the nexus of innovation and marketing strategy.
The Cinema of Hockey
Ice hockey has featured in North American films since the early days. Hockey's sizable cinematic repertoire explores different views of the sport, including the role of aggression, the business of sports, race and gender, and the role of women in the game. This critical study focuses on hockey themes in more than 50 films and television movies from the U.S. and Canada spanning several decades. Depictions of historical games are discussed, including the 1980 "Miracle on Ice" and the 1972 Summit Series. National myths that inform ideas of the hockey player are examined. Production techniques that enhance hockey as on-screen spectacle are covered.
Great Lakes Intercom
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Learning Java Through Games
Learning Java Through Games teaches students how to use the different features of the Java language as well as how to program. Suitable for self-study or as part of a two-course introduction to programming, the book covers as much material as possible from the latest Java standard while requiring no previous programming experience. Taking an application-motivated approach, the text presents an abundance of games. Students must read through the whole chapter to understand all the features that are needed to implement the game. Most chapters start with a description of a game and then introduce different Java constructs for implementing the features of the game on need-to-use bases. The text t...
Non-Profit-Maximizing Behavior in Supply Chain Management
Non-profit-maximizing behavior in supply chain management focuses on the human component in supply chain management. It develops behavioral models that consider individual and social preferences of supply chain members in order to improve our understanding of actual decision-making in supply chain management. The author challenges the common assumption of a selfish homo economicus and introduces the human component in three experimental studies: In the first study, he examines the effect of individual risk preferences in the Newsvendor context. In the second study, a common group identity to overcome incentive conflicts in forecast sharing is studied. The third study explores underlying cognitive processes in contractual decision-making. Potential readership includes scholars and graduate students who are interested in the field of behavioral operations management and practitioners looking for behavioral aspects of decision making in supply chain management.
Research Handbook on the Law and Economics of Trademark Law
This discerning and detailed Research Handbook examines the law of trademarks, unfair competition, and dilution from a variety of law and economics perspectives. With a comprehensive exploration of trademarks and trademark law, it provides an excellent illustration of the analytical diversity that the law and economics approach can bring to legal issues.
