Marketing analytics: based on first principles
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; New York, NY
Bloomsbury Academic
2022
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | xxxii, 399 Seiten Illustrationen, Diagramme |
| ISBN: | 9781352013191 9781352013214 |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV047915476 | ||
| 003 | DE-604 | ||
| 005 | 20220927 | ||
| 007 | t | ||
| 008 | 220407s2022 a||| |||| 00||| eng d | ||
| 020 | |a 9781352013191 |c pbk. |9 978-1-352-01319-1 | ||
| 020 | |a 9781352013214 |c hbk. |9 978-1-352-01321-4 | ||
| 035 | |a (OCoLC)1291300899 | ||
| 035 | |a (DE-599)KXP1783420588 | ||
| 040 | |a DE-604 |b ger |e rda | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-11 |a DE-355 |a DE-945 |a DE-1050 | ||
| 082 | 0 | |a 658.8/3 | |
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 084 | |a QP 612 |0 (DE-625)141909: |2 rvk | ||
| 084 | |a QP 611 |0 (DE-625)141908: |2 rvk | ||
| 100 | 1 | |a Palmatier, Robert W. |e Verfasser |0 (DE-588)1081904445 |4 aut | |
| 245 | 1 | 0 | |a Marketing analytics |b based on first principles |c Robert W. Palmatier, Frank Germann, J. Andrew Petersen |
| 264 | 1 | |a London ; New York, NY |b Bloomsbury Academic |c 2022 | |
| 300 | |a xxxii, 399 Seiten |b Illustrationen, Diagramme | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 0 | 7 | |a Marketingmanagement |0 (DE-588)4168907-0 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Strategisches Management |0 (DE-588)4124261-0 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Marketingmanagement |0 (DE-588)4168907-0 |D s |
| 689 | 0 | 1 | |a Strategisches Management |0 (DE-588)4124261-0 |D s |
| 689 | 0 | |5 DE-604 | |
| 700 | 1 | |a Petersen, J. Andrew |e Verfasser |0 (DE-588)1060132141 |4 aut | |
| 700 | 1 | |a Germann, Frank |e Verfasser |0 (DE-588)106670886X |4 aut | |
| 776 | 0 | 8 | |i Erscheint auch als |n Online-Ausgabe, ePDF |z 978-1-35031-840-3 |
| 776 | 0 | 8 | |i Erscheint auch als |n Online-Ausgabe, EPUB |z 978-1-35201-320-7 |
| 856 | 4 | 2 | |m Digitalisierung UB Regensburg - ADAM Catalogue Enrichment |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033297139&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-033297139 | ||
Datensatz im Suchindex
| _version_ | 1804183536535601152 |
|---|---|
| adam_text | TABLE OF CONTENTS List of Figures List of Tables vii xi Preface xiii Tour of the Book xxiii Acknowledgments xxvii Author Biographies xxix 1 Introduction to Marketing Analytics Based on First Principles PART 1 : ALL CUSTOMERS DIFFER 2 Understanding Marketing Principle #1 : All Customers Differ 3 Cluster Analysis for Segmentation 4 Discriminant Analysis for Targeting and Classification 5 Perceptual and Preference Mapping for Competitive Positioning 1 зз 35 53 79 100 PART 2: ALL CUSTOMERS CHANGE 131 6 Understanding Marketing Principle #2: All Customers Change 133 7 Using Recency, Frequency and Monetary (RFM) Analysis for Customer Selection 145 8 Using Logistic Regression for Customer Selection 168 9 Using Customer Lifetime Value for CustomerSelection 190 PART 3: ALL COMPETITORS REACT 10 Understanding Marketing Principle #3: All Competitors React 11 Survey Design and Testing to Derive Customer Insights 211 213 225
vi Table of Contents 12 Conjoint Analysis for Product and Pricing Decisions 13 Forecasting Sales for New Products 252 PART 4: ALL RESOURCES ARE LIMITED 311 14 Understanding Marketing Principle #4: All Resources Are Limited 15 Using Marketing Mix Models to Optimize the Marketing Mix 16 Using Marketing Experiments to Optimize the Marketing Mix 17 Using Topic Models to Glean Customer Insights Index 288 313 324 354 37б 391
|
| adam_txt |
TABLE OF CONTENTS List of Figures List of Tables vii ' xi Preface xiii Tour of the Book xxiii Acknowledgments xxvii Author Biographies xxix 1 Introduction to Marketing Analytics Based on First Principles PART 1 : ALL CUSTOMERS DIFFER 2 Understanding Marketing Principle #1 : All Customers Differ 3 Cluster Analysis for Segmentation 4 Discriminant Analysis for Targeting and Classification 5 Perceptual and Preference Mapping for Competitive Positioning 1 зз 35 53 79 100 PART 2: ALL CUSTOMERS CHANGE 131 6 Understanding Marketing Principle #2: All Customers Change 133 7 Using Recency, Frequency and Monetary (RFM) Analysis for Customer Selection 145 8 Using Logistic Regression for Customer Selection 168 9 Using Customer Lifetime Value for CustomerSelection 190 PART 3: ALL COMPETITORS REACT 10 Understanding Marketing Principle #3: All Competitors React 11 Survey Design and Testing to Derive Customer Insights 211 213 225
vi Table of Contents 12 Conjoint Analysis for Product and Pricing Decisions 13 Forecasting Sales for New Products 252 PART 4: ALL RESOURCES ARE LIMITED 311 14 Understanding Marketing Principle #4: All Resources Are Limited 15 Using Marketing Mix Models to Optimize the Marketing Mix 16 Using Marketing Experiments to Optimize the Marketing Mix 17 Using Topic Models to Glean Customer Insights Index 288 313 324 354 37б 391 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Palmatier, Robert W. Petersen, J. Andrew Germann, Frank |
| author_GND | (DE-588)1081904445 (DE-588)1060132141 (DE-588)106670886X |
| author_facet | Palmatier, Robert W. Petersen, J. Andrew Germann, Frank |
| author_role | aut aut aut |
| author_sort | Palmatier, Robert W. |
| author_variant | r w p rw rwp j a p ja jap f g fg |
| building | Verbundindex |
| bvnumber | BV047915476 |
| classification_rvk | QP 600 QP 612 QP 611 |
| ctrlnum | (OCoLC)1291300899 (DE-599)KXP1783420588 |
| dewey-full | 658.8/3 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/3 |
| dewey-search | 658.8/3 |
| dewey-sort | 3658.8 13 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01994nam a2200445 c 4500</leader><controlfield tag="001">BV047915476</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20220927 </controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">220407s2022 a||| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781352013191</subfield><subfield code="c">pbk.</subfield><subfield code="9">978-1-352-01319-1</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781352013214</subfield><subfield code="c">hbk.</subfield><subfield code="9">978-1-352-01321-4</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)1291300899</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)KXP1783420588</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rda</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-11</subfield><subfield code="a">DE-355</subfield><subfield code="a">DE-945</subfield><subfield code="a">DE-1050</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8/3</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 600</subfield><subfield code="0">(DE-625)141905:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 612</subfield><subfield code="0">(DE-625)141909:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 611</subfield><subfield code="0">(DE-625)141908:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Palmatier, Robert W.</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)1081904445</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing analytics</subfield><subfield code="b">based on first principles</subfield><subfield code="c">Robert W. Palmatier, Frank Germann, J. Andrew Petersen</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">London ; New York, NY</subfield><subfield code="b">Bloomsbury Academic</subfield><subfield code="c">2022</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">xxxii, 399 Seiten</subfield><subfield code="b">Illustrationen, Diagramme</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="500" ind1=" " ind2=" "><subfield code="a">Includes bibliographical references and index</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketingmanagement</subfield><subfield code="0">(DE-588)4168907-0</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Strategisches Management</subfield><subfield code="0">(DE-588)4124261-0</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketingmanagement</subfield><subfield code="0">(DE-588)4168907-0</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2="1"><subfield code="a">Strategisches Management</subfield><subfield code="0">(DE-588)4124261-0</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Petersen, J. Andrew</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)1060132141</subfield><subfield code="4">aut</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Germann, Frank</subfield><subfield code="e">Verfasser</subfield><subfield code="0">(DE-588)106670886X</subfield><subfield code="4">aut</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Online-Ausgabe, ePDF</subfield><subfield code="z">978-1-35031-840-3</subfield></datafield><datafield tag="776" ind1="0" ind2="8"><subfield code="i">Erscheint auch als</subfield><subfield code="n">Online-Ausgabe, EPUB</subfield><subfield code="z">978-1-35201-320-7</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">Digitalisierung UB Regensburg - ADAM Catalogue Enrichment</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033297139&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-033297139</subfield></datafield></record></collection> |
| id | DE-604.BV047915476 |
| illustrated | Illustrated |
| index_date | 2024-07-03T19:32:34Z |
| indexdate | 2024-07-10T09:25:00Z |
| institution | BVB |
| isbn | 9781352013191 9781352013214 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-033297139 |
| oclc_num | 1291300899 |
| open_access_boolean | |
| owner | DE-11 DE-355 DE-BY-UBR DE-945 DE-1050 |
| owner_facet | DE-11 DE-355 DE-BY-UBR DE-945 DE-1050 |
| physical | xxxii, 399 Seiten Illustrationen, Diagramme |
| publishDate | 2022 |
| publishDateSearch | 2022 |
| publishDateSort | 2022 |
| publisher | Bloomsbury Academic |
| record_format | marc |
| spelling | Palmatier, Robert W. Verfasser (DE-588)1081904445 aut Marketing analytics based on first principles Robert W. Palmatier, Frank Germann, J. Andrew Petersen London ; New York, NY Bloomsbury Academic 2022 xxxii, 399 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s Strategisches Management (DE-588)4124261-0 s DE-604 Petersen, J. Andrew Verfasser (DE-588)1060132141 aut Germann, Frank Verfasser (DE-588)106670886X aut Erscheint auch als Online-Ausgabe, ePDF 978-1-35031-840-3 Erscheint auch als Online-Ausgabe, EPUB 978-1-35201-320-7 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033297139&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Palmatier, Robert W. Petersen, J. Andrew Germann, Frank Marketing analytics based on first principles Marketingmanagement (DE-588)4168907-0 gnd Strategisches Management (DE-588)4124261-0 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4124261-0 |
| title | Marketing analytics based on first principles |
| title_auth | Marketing analytics based on first principles |
| title_exact_search | Marketing analytics based on first principles |
| title_exact_search_txtP | Marketing analytics based on first principles |
| title_full | Marketing analytics based on first principles Robert W. Palmatier, Frank Germann, J. Andrew Petersen |
| title_fullStr | Marketing analytics based on first principles Robert W. Palmatier, Frank Germann, J. Andrew Petersen |
| title_full_unstemmed | Marketing analytics based on first principles Robert W. Palmatier, Frank Germann, J. Andrew Petersen |
| title_short | Marketing analytics |
| title_sort | marketing analytics based on first principles |
| title_sub | based on first principles |
| topic | Marketingmanagement (DE-588)4168907-0 gnd Strategisches Management (DE-588)4124261-0 gnd |
| topic_facet | Marketingmanagement Strategisches Management |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=033297139&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT palmatierrobertw marketinganalyticsbasedonfirstprinciples AT petersenjandrew marketinganalyticsbasedonfirstprinciples AT germannfrank marketinganalyticsbasedonfirstprinciples |