الصفحة 1
الصفحة 1
Formative research in social marketing : Innovative methods to gain consumer insights
Brings together the state of the art and current debates in the field of formative research, and examines many of the innovative methods largely overlooked in the available literature. This book will help social marketing to move beyond surveys and focus groups.The book addresses the needs of social marketing academics and practitioners alike by providing a robust and critical academic discussion of cutting-edge research methods, while demonstrating at the same time how each respective method can help us arrive at a deeper understanding of the issues that social marketing interventions are seeking to remedy. Each chapter includes a scholarly discussion of key formative research methods.
Marketing Analytics : A Practical Guide to Improving Consumer Insights Using Data Techniques
Simplifies intimidating data, segmentation and predictive analytics tools for everyday use in business, using real-world marketing problems to apply to a range of practical scenarios / Provides accessibility and insightful application of techniques regardless of experience level
AI in marketing : Applications, insights, and analysis
AI in marketing equips students with the knowledge to understand the impact of artificial intelligence (AI) on marketing strategies, processes, and activities, empowering them to navigate the AI-driven marketing landscape confidently. divided into four parts, it provides a comprehensive exploration of AI's transformative role in marketing. the first part lays the groundwork, offering foundational insights into the intersection of AI and marketing. Part II explores the various applications of AI in marketing, and the tools marketers use to optimize their processes and deliver enhanced customer experiences. the third part focuses on leveraging AI for consumer insights, enabling marketers to craft data-driven strategies. the final part examines ethical considerations and the pedagogical integration of AI into marketing education.
