Marketing Models: Multivariate Statistics and Marketing Analytics, 4e

Iacobucci, Dr. Dawn

ISBN 10: 1539926109 / ISBN 13: 9781539926108

Editore: CreateSpace Independent Publishing Platform, 2016

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Codice articolo 002025534N

Dati bibliografici

• Titolo: Marketing Models: Multivariate Statistics and Marketing Analytics, 4e
• Editore: CreateSpace Independent Publishing Platform
• Data di pubblicazione: 2016
• Lingua: Inglese
• ISBN 10: 1539926109
• ISBN 13: 9781539926108
• Rilegatura: paperback
• Edizione: 4th Edition.
• Condizione: New

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Riassunto

(*Update: Issues re layout have been addressed, and syntax is included for SAS and SPSS.) Increasingly, marketers have to analyze massive amounts of customer data. Marketing models translate the 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, 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) SAS, 13) SPSS.
FYI: Kindle version is not available on Kindle Paperwhites (but is available on most other Kindles).
About the Author: Dawn Iacobucci is Professor of Marketing at Vanderbilt University (previously Kellogg, Arizona, and Wharton). She is author of Marketing Management 6th ed., Mediation Analysis, Analysis of Variance (ANOVA), and coauthor with Gilbert Churchill on the lead text Marketing Research: Methodological Foundations.