Marketing Models - Dawn Iacobucci
KORTE INHOUD
Increasingly, marketers have to analyze massive amounts of customer data. Marketing models translate that data into information to use for fact-based strategic and tactical decisions. This book covers a breadth of marketing questions and their optimal marketing model for solutions. Chapters include: 1) Introduction to Marketing Models. 2) Marketing Segmentation and Cluster Analysis. 3) Brand Choice and Logit Models. 4) Measuring Customer Attitudes and Factor Analysis. 5) Drivers of Customer Satisfaction and Path Models. 6) Perceptual Maps and Multidimensional Scaling. 7) New Products and Conjoint Analysis. 8) ROI, Experiments, and ANOVA. 9) Diffusion Models and Forecasting. 10) Word-of-Mouth and Social Networks. 11) Marketing Models: Classic Models, Big Data, to infinity and beyond. 12) Introduction to SAS, 13) Introduction to SPSS. About the Author Dawn Iacobucci is Professor of Marketing at Vanderbilt University (previously Sr. Associate Dean at Vanderbilt, Kellogg (1987-2004), Arizona (2001-2002), and Whar...
