MARC details
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03550nam a22002417a 4500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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20230216111247.0 |
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230216b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
9789356400634 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.83 |
| Item number |
PAL |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Palmatier, Robert W. |
| 245 ## - TITLE STATEMENT |
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| Title |
Marketing analytics based on first principles |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Name of publisher, distributor, etc. |
Bloomsbury Publishing Pvt. Ltd. |
| Place of publication, distribution, etc. |
New Delhi |
| Date of publication, distribution, etc. |
2022 |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
xxxii, 399 p. |
| 365 ## - TRADE PRICE |
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| Price type code |
INR |
| Price amount |
899.00 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc. note |
Table of Contents<br/>Chapter 1 – Introduction to Marketing Analytics Based on First Principles<br/>PART ONE – ALL CUSTOMERS DIFFER<br/>Chapter 2 – Understanding Marketing Principles #1: All Customers Differ<br/>Chapter 3 – Cluster Analysis for Segmentation<br/>Chapter 4 – Discriminant Analysis for Targeting and Classification<br/>Chapter 5 – Perceptual and Preference Mapping for Competitive Positioning<br/>PART TWO – ALL CUSTOMERS CHANGE<br/>Chapter 6 – Understanding Marketing Principle #2: All Customers Change<br/>Chapter 7 – RFM Analysis<br/>Chapter 8 – Logistic Regression<br/>Chapter 9 – Customer Lifetime Value<br/>PART THREE – ALL COMPETITORS REACT<br/>Chapter 10 – Understanding Marketing Principle #3: All Competitors React<br/>Chapter 11 – Survey Design and Testing to Derive Customer Insights<br/>Chapter 12 – Conjoint Analysis for Product and Pricing Decisions<br/>Chapter 13 – Forecasting Sales for New Products<br/>PART FOUR – ALL RESOURCES ARE LIMITED<br/>Chapter 14 - Understanding Marketing Principle #4: All Resources are Limited<br/>Chapter 15 – Using Marketing Mix Models to Optimize the Marketing Mix<br/>Chapter 16 – Using Marketing Experiments to Optimize the Marketing Mix<br/>Chapter 17 – Using Topic Models to Glean Customer Insights |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc. |
Robert W. Palmatier's dynamic First Principles of Marketing framework provides the structure for this research-based, action-orientated guide to organizing analytics tools, marketing models and methodologies.<br/><br/>When should you use a specific technique in data analytics? How does each new analytics technique improve performance? Which techniques are worth time and investment to implement?<br/><br/>As organizations prioritize digital growth to better connect with customers, it is vital that you are able to respond confidently to these questions, enabling you to utilize marketing analytics to better understand your business and increase revenue.<br/><br/>Marketing Analytics will help you to:<br/>· Learn how to contextualize models and statistical analysis within the foundational principles of marketing through the use of a problem-centric framework.<br/>· Understand technical analyses by engaging with a pertinent range of vivid examples, and a running case study to contextualize practical, jargon-free descriptions.<br/>· Embark on an applied learning pathway with a comprehensive companion website including datasets and walk-through videos on challenging tasks: bloomsbury.pub/marketing-analytics.<br/>· Take a software-agnostic approach to learning, enhanced by the provision of examples in free, open-source R and Tableau software.<br/><br/>Authored by world-leading experts in marketing strategy, Marketing Analytics is the ideal textbook for advanced undergraduate, postgraduate and MBA students of marketing, and practitioners seeking to direct effective strategy from an analysis-based evidential approach. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Marketing--Management |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Marketing--Statistical methods |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Marketing research |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name as entry element |
Marketing--Data processing |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Petersen, J. Andrew |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Book |