marketing management 12th edition

... services Planning marketing programs To transform marketing strategy into marketing programs, marketing managers must make basic decisions on marketing expenditures, marketing mix, and marketing allocation ... The Marketing Concept: Its Meaning to Management, Marketing series, no 99 (New York: American Management Association, 1957), pp 3–5; and Robert J Keith, “The Marketing Revolution,” Journal of Marketing, ... for Marketing Management, by Philip Kotler Copyright © 2001by Prentice-Hall, Inc A Pearson Education Company Upper Saddle River, New Jersey 07458 Marketing Management Millenium Edition, Tenth Edition, ...

Ngày tải lên: 13/08/2013, 13:59

... Marketing; Marketing Places; The Marketing of Nations; Marketing for Hospitality and Tourism; Standing Room Only—Strategies for Marketing the Performing Arts; Museum Strategy and Marketing; Marketing ... Understanding Marketing Management Defining Marketing for the 21st Century CHAPTER The Importance of Marketing The Scope of Marketing What Is Marketing? What Is Marketed? Who Markets? Core Marketing ... Four Ps 25 Marketing Management Tasks 26 Developing Marketing Strategies and Plans 26 Capturing Marketing Insights 26 MARKETING MEMO Marketers’ Frequently Asked Questions 26 27 Developing Marketing...

Ngày tải lên: 09/09/2013, 16:41

... services Planning marketing programs To transform marketing strategy into marketing programs, marketing managers must make basic decisions on marketing expenditures, marketing mix, and marketing allocation ... The Marketing Concept: Its Meaning to Management, Marketing series, no 99 (New York: American Management Association, 1957), pp 3–5; and Robert J Keith, “The Marketing Revolution,” Journal of Marketing, ... for Marketing Management, by Philip Kotler Copyright © 2001by Prentice-Hall, Inc A Pearson Education Company Upper Saddle River, New Jersey 07458 Marketing Management Millenium Edition, Tenth Edition, ...

Ngày tải lên: 13/12/2013, 14:58

... services Planning marketing programs To transform marketing strategy into marketing programs, marketing managers must make basic decisions on marketing expenditures, marketing mix, and marketing allocation ... The Marketing Concept: Its Meaning to Management, Marketing series, no 99 (New York: American Management Association, 1957), pp 3–5; and Robert J Keith, “The Marketing Revolution,” Journal of Marketing, ... for Marketing Management, by Philip Kotler Copyright © 2001by Prentice-Hall, Inc A Pearson Education Company Upper Saddle River, New Jersey 07458 Marketing Management Millenium Edition, Tenth Edition, ...

Ngày tải lên: 20/12/2013, 18:15

... services Planning marketing programs To transform marketing strategy into marketing programs, marketing managers must make basic decisions on marketing expenditures, marketing mix, and marketing allocation ... The Marketing Concept: Its Meaning to Management, Marketing series, no 99 (New York: American Management Association, 1957), pp 3–5; and Robert J Keith, “The Marketing Revolution,” Journal of Marketing, ... for Marketing Management, by Philip Kotler Copyright © 2001by Prentice-Hall, Inc A Pearson Education Company Upper Saddle River, New Jersey 07458 Marketing Management Millenium Edition, Tenth Edition, ...

Ngày tải lên: 27/06/2014, 17:20

Ngày tải lên: 29/10/2015, 22:29

... Techniques For Marketing, Sales, and Customer Relationship Management Second Edition Michael J.A Berry Gordon S Linoff Data Mining Techniques For Marketing, Sales, and Customer Relationship Management ... techniques : for marketing, sales, and customer relationship management / Michael J.A Berry, Gordon Linoff.— 2nd ed p cm Includes index ISBN 0-471-47064-3 (paper/website) Data mining Marketing Data ... in Chapter 4, which has no coun­ terpart in the first edition, is about applications of data mining in marketing and customer relationship management, the fields where most of our own work has...

Ngày tải lên: 07/04/2014, 11:16

... who will receive different treatments in a marketing experi­ ment When the data mining project is part of an ongoing analytic customer relationship management effort, the deliverable is likely ... affect the data mining results Producing a list of customers for a marketing test is not suffi­ cient if the goal is to dazzle marketing managers The Role of Business Users and Information Technology ... projects to show the methodology in action CHAPTER Data Mining Applications in Marketing and Customer Relationship Management Some people find data mining techniques interesting from a technical...

Ngày tải lên: 14/08/2014, 11:21

... also include the marketing action that stimulated the response, the chan­ nel through which the response was captured, and when the response came in Determining which of many marketing messages ... costper-response measures often used to rate channels Data Mining for Customer Relationship Management Customer relationship management naturally focuses on established cus­ tomers Happily, established customers ... they Data Mining Applications can be used to tailor the mix of marketing messages that a company directs to its existing customers Marketing does not stop once customers have been acquired There...

Ngày tải lên: 14/08/2014, 11:21

... Trees Purity and Diversity The first edition of this book described splitting criteria in terms of the decrease in diversity resulting from the split In this edition, we refer instead to the increase ... underlying rules, but it tends to lead to less stable trees in “noisy” domains such as response to marketing offers TE 182 For example, suppose the target variable is a binary flag indicating whether ... for the name C5, but we can guess that Professor Quinlan’s background is mathematics rather than marketing. ) C5 is available as a commercial product from RuleQuest (www.rulequest.com) Decision...

Ngày tải lên: 14/08/2014, 11:21

... story continues with the Marketing Department of the bank concluding that these people had taken out home equity loans to pay college tuition fees The department arranged a marketing program designed ... college education The results from this campaign were disappointing The marketing program was not successful Since the marketing program failed, it may seem as though the clusters did not live ... attributes of market basket data, because they often point to the exact marketing conditions at the time of the sale Tracking Marketing Interventions As discussed in Chapter 5, looking at individual...

Ngày tải lên: 14/08/2014, 11:21

... an example of an initial condition The hazards for the telemarketing customers are higher; looking at the chart, we might say tele­ marketing customers are a bit less than twice as risky as direct ... have such perfect proportionality, even in the scientific world In the world of marketing, this is even less likely Marketing is not a controlled experiment Things are constantly changing; new programs, ... hazard in various situations Hazard Functions and Survival Analysis in Marketing This assumption may or may not be true in marketing Certainly, working with this assumption, survival analysis has...

Ngày tải lên: 14/08/2014, 11:21

... the past This approach is particularly useful for focused marketing interventions Knowing who is going leave in the near future makes the marketing campaign more focused, so more money can be invested ... contribution to profit Important individual and in aggregate Technologies: Sales force automation Account management support Figure 14.1 Intimacy in customer relationships generally increases as the size ... up for the cost This is where data mining fits in particularly well with customer relation­ ship management Many customer interactions are fully automated, especially on the Web This has the advantage...

Ngày tải lên: 14/08/2014, 11:21

... Outside the company as an outsourced activity ■ ■ As part of IT ■ ■ As part of marketing, customer relationship management, or finance organization ■ ■ As an interdisciplinary group whose members ... is to put it close to the problems being addressed That generally means the marketing group, the customer relationship management group (where such a thing exists), or the finance group Sometimes ... for inclu­ sion in marketing campaigns If Web log or call detail or point-of-sale scanner data needed as a model input resides in flat files on one system, and the cus­ tomer marketing database...

Ngày tải lên: 14/08/2014, 11:21

... patterns in call detail data ■ ■ The telemarketing service bureau worked with Comcast to use the pro­ files to develop retention offers for an outbound telemarketing campaign This description focuses ... Subscriber Base Figure 18.2 Study design for the analytic customer relationship marketing test In the end, the outbound telemarketing company simply called people from the test and control groups and ... constraints we ended up building two separate models, one based on the marketing data and one based on call detail data The marketing data was already summarized at the customer level and stored...

Ngày tải lên: 14/08/2014, 11:21