الصفحة 1
الصفحة 1
Handbook of Research Methods for Marketing Management
Divided into four parts covering quantitative and qualitative research approaches, mixed-methods approaches, and critical issues regarding how research is conducted, the Handbook offers guidance for all marketing researchers. This guidance includes insights on scale development, necessary condition analysis, experimental design, visual research methods, phenomenology and mobile ethnography. Chapters also consider recent advances in marketing research methods, legal aspects of marketing research, research ethics and how a forensic science framework can be used in marketing research.
Handbook of marketing analytics : Methods and applications in marketing management, public policy, and litigation support
Shows analytical marketing methods and their high-impact real-life applications in marketing management, Public policy, and litigation support. Fourteen chapters present an overview of specific marketing analytic methods in technical detail, While 22 case studies present thorough examples of the use of each method. Multidisciplinary in scope, This handbook covers experimental methods, non-experimental methods, and their digital-era extensions. It explores topics such as : Classical and bayesian econometrics, Causality, Machine learning, Optimization, And recent advancements in conjoint analysis.
Advanced introduction to marketing strategy
Presents a systematic, next-generation approach to marketing strategy, demonstrating how success is gained and sustained via continuous innovation to create new value for customers. George S. Day develops the outside-in approach to formulating strategy, while providing compelling insights into key market stakeholders to illustrate how to sustain customer value leadership in the face of mounting market turbulence.
