History Of Marketing Science, The (Second Edition)
History Of Marketing Science, The (Second Edition)

Author: Russell S Winer

Publisher: World Scientific

Published: 2023-06-16

Total Pages: 848

ISBN-13: 9811272247

DOWNLOAD EBOOK

The field of marketing science has evolved significantly in the last 70 years. Throughout its rich history, developments in this field have always been anchored on marketing phenomena that drew on economics, statistics, operations research, and related disciplines. This book reviews the accomplishments of notable marketing scientists in several research areas. It emphasizes both the role and the importance that pioneers in marketing science have had in the rapid development of this field and honors those contributions.This second edition of the book offers updates of the former chapters and six new chapters on emerging areas of marketing science including machine learning, field experimentation methods, and internet marketing. Combined with older areas of research like endogeneity, services, and market segmentation, this book provides a road map for the development of 22 areas of marketing science, which not only is useful from a historical perspective but also identifies important gaps in the literature which can provide an impetus for future research. As such, it provides an important resource for the main consumers of the academic marketing research literature: doctoral students, faculty, and marketing science practitioners in consulting firms and companies.

The History Of Marketing Science
The History Of Marketing Science

Author: Russell S Winer

Publisher: World Scientific

Published: 2014-06-27

Total Pages: 529

ISBN-13: 9814596493

DOWNLOAD EBOOK

The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics, statistics, operations research, and other related fields. Since it is roughly 50 years from its origins, The History of Marketing Science is a timely review of the accomplishments of marketing scientists in a number of research areas.Different research areas of marketing science, such as Pricing, Internet Marketing, Diffusion Models, and Advertising, are treated to a highly readable and easy-to-digest historical analysis by the contributing authors. Each chapter provides a chronological timeline of key historical developments in the area of marketing science covered. Readers of other disciplinary backgrounds outside of economics, statistics, and operations research will be more than able to appreciate the development of marketing science as a field of research and its pioneers through the book.

The Science of Marketing
The Science of Marketing

Author: Dan Zarrella

Publisher: Wiley

Published: 2013-04-22

Total Pages: 208

ISBN-13: 9781118138274

DOWNLOAD EBOOK

Scientific marketing research delivers proven marketing tactics and tips The Science of Marketing applies a scientific approach to the way businesses and brands approach marketing. It uses a combination of marketing, statistical, and psychological research to explain why and, more importantly, how, companies should adapt marketing strategies such as blogging, social media, email marketing, and webinars to achieve maximium results. The book contradicts what the author calls the "unicorns and rainbows" strategy that simply encourages companies to love their customers and hug their followers. Instead, the book offers more substantial, proven tactics and tips gathered through scientific research and techniques. Lists what time of day and what day of the week the most retweets occur Explains why weekends are best for Facebook sharing, which blog posts lead to comments, why early mornings are best for emails, and how to blog to acquire links Describes how to avoid crowding your content The Science of Marketing provides the research and tools to help you make a stronger impact in the digital marketing space.

Data Science for Marketing Analytics
Data Science for Marketing Analytics

Author: Mirza Rahim Baig

Publisher: Packt Publishing Ltd

Published: 2021-09-07

Total Pages: 637

ISBN-13: 1800563884

DOWNLOAD EBOOK

Turbocharge your marketing plans by making the leap from simple descriptive statistics in Excel to sophisticated predictive analytics with the Python programming language Key FeaturesUse data analytics and machine learning in a sales and marketing contextGain insights from data to make better business decisionsBuild your experience and confidence with realistic hands-on practiceBook Description Unleash the power of data to reach your marketing goals with this practical guide to data science for business. This book will help you get started on your journey to becoming a master of marketing analytics with Python. You'll work with relevant datasets and build your practical skills by tackling engaging exercises and activities that simulate real-world market analysis projects. You'll learn to think like a data scientist, build your problem-solving skills, and discover how to look at data in new ways to deliver business insights and make intelligent data-driven decisions. As well as learning how to clean, explore, and visualize data, you'll implement machine learning algorithms and build models to make predictions. As you work through the book, you'll use Python tools to analyze sales, visualize advertising data, predict revenue, address customer churn, and implement customer segmentation to understand behavior. By the end of this book, you'll have the knowledge, skills, and confidence to implement data science and machine learning techniques to better understand your marketing data and improve your decision-making. What you will learnLoad, clean, and explore sales and marketing data using pandasForm and test hypotheses using real data sets and analytics toolsVisualize patterns in customer behavior using MatplotlibUse advanced machine learning models like random forest and SVMUse various unsupervised learning algorithms for customer segmentationUse supervised learning techniques for sales predictionEvaluate and compare different models to get the best outcomesOptimize models with hyperparameter tuning and SMOTEWho this book is for This marketing book is for anyone who wants to learn how to use Python for cutting-edge marketing analytics. Whether you're a developer who wants to move into marketing, or a marketing analyst who wants to learn more sophisticated tools and techniques, this book will get you on the right path. Basic prior knowledge of Python and experience working with data will help you access this book more easily.

Marketing: A Relationship Perspective (Second Edition)
Marketing: A Relationship Perspective (Second Edition)

Author: Svend Hollensen

Publisher: World Scientific

Published: 2019-03-15

Total Pages: 521

ISBN-13: 1944659641

DOWNLOAD EBOOK

Marketing: A Relationship Perspective is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based, and challenging basic marketing text, which describes and analyzes the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach into the traditional process of developing effective marketing plans. The book's structure fits to the marketing planning process of a company. Consequently, the book looks at the marketing management process from the perspective of both relational and transactional approach, suggesting that a company should, in any case, pursue an integrative and situational marketing management approach. Svend Hollensen's and Marc Opresnik's holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers, and practitioners alike.PowerPoint slides are available for all instructors who adopt this book as a course text.

Complex AI Dynamics and Interactions in Management
Complex AI Dynamics and Interactions in Management

Author: Figueiredo, Paula Cristina Nunes

Publisher: IGI Global

Published: 2024-02-19

Total Pages: 384

ISBN-13:

DOWNLOAD EBOOK

Artificial Intelligence (AI) permeates our daily lives, revolutionizing routine tasks. However, the profound implications of AI on business management demand meticulous scrutiny. Leaders and organizations must proactively shape strategies to align with the tenets of this new era. This necessitates a commitment to innovatively amalgamate data, technology, design, and human expertise to address real-world challenges on a large scale. Beyond concerns about the future of work and potential job displacement due to automation, societal readiness at all levels becomes paramount for AI to benefit humanity. Complex AI Dynamics and Interactions in Management guides leaders and organizations navigating this transformative era. It facilitates a seamless transition by advocating successful AI initiatives, discerning optimal opportunities, fostering diverse expert teams, conducting strategic experiments, and crafting solutions that contribute to the benefit of both the organization and society. This book is a valuable resource for managers and decision-makers, providing insights on leveraging AI to enhance business sustainability. This initiative allows collaboration among stakeholders, including professionals from public and private sectors, human resources specialists, data experts, and academics from various countries.

Market Power, Economic Efficiency And The Lerner Index
Market Power, Economic Efficiency And The Lerner Index

Author: Rolf Fare

Publisher: World Scientific

Published: 2024-03-14

Total Pages: 149

ISBN-13: 9811285942

DOWNLOAD EBOOK

The book uses distance functions, a generalization of the more familiar production function, as the theoretical and empirical tools to construct Lerner indexes of market power in both the input and output markets. The use of distance functions enables us to explicitly account for the effects of firm inefficiency and price markups in the evaluation of market power. The book focusses on the theory and provides a menu of applications to construct measures of firm efficiency and market power in the financial and public sectors.

Marketing for Scientists
Marketing for Scientists

Author: Marc J. Kuchner

Publisher: Island Press

Published: 2012-06-22

Total Pages: 248

ISBN-13: 1610911733

DOWNLOAD EBOOK

It's a tough time to be a scientist: universities are shuttering science departments, federal funding agencies are facing flat budgets, and many newspapers have dropped their science sections altogether. But according to Marc Kuchner, this antiscience climate doesn't have to equal a career death knell-it just means scientists have to be savvier about promoting their work and themselves. In Marketing for Scientists, he provides clear, detailed advice about how to land a good job, win funding, and shape the public debate. As an astrophysicist at NASA, Kuchner knows that "marketing" can seem like a superficial distraction, whether your daily work is searching for new planets or seeking a cure for cancer. In fact, he argues, it's a critical component of the modern scientific endeavor, not only advancing personal careers but also society's knowledge. Kuchner approaches marketing as a science in itself. He translates theories about human interaction and sense of self into methods for building relationships-one of the most critical skills in any profession. And he explains how to brand yourself effectively-how to get articles published, give compelling presentations, use social media like Facebook and Twitter, and impress potential employers and funders. Like any good scientist, Kuchner bases his conclusions on years of study and experimentation. In Marketing for Scientists, he distills the strategies needed to keep pace in a Web 2.0 world.

Principles of Marketing Engineering, 2nd Edition
Principles of Marketing Engineering, 2nd Edition

Author: Gary L. Lilien

Publisher: DecisionPro

Published: 2013

Total Pages: 287

ISBN-13: 0985764805

DOWNLOAD EBOOK

The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design engineering-putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems). Marketing Engineering is the systematic approach to harness data and knowledge to drive effective marketing decision making and implementation through a technology-enabled and model-supported decision process. (For more information on Excel-based models that support these concepts, visit DecisionPro.biz.) We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering. We offer an accessible overview of the most widely used marketing engineering concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions. What's New In the 2nd Edition While much has changed in the nearly five years since the first edition of Principles of Marketing Engineering was published, much has remained the same. Hence, we have not changed the basic structure or contents of the book. We have, however Updated the examples and references. Added new content on customer lifetime value and customer valuation methods. Added several new pricing models. Added new material on "reverse perceptual mapping" to describe some exciting enhancements to our Marketing Engineering for Excel software. Provided some new perspectives on the future of Marketing Engineering. Provided better alignment between the content of the text and both the software and cases available with Marketing Engineering for Excel 2.0.

Making "Nature"
Making

Author: Melinda Baldwin

Publisher: University of Chicago Press

Published: 2015-08-18

Total Pages: 318

ISBN-13: 022626159X

DOWNLOAD EBOOK

Making "Nature" is the first book to chronicle the foundation and development of Nature, one of the world's most influential scientific institutions. Now nearing its hundred and fiftieth year of publication, Nature is the international benchmark for scientific publication. Its contributors include Charles Darwin, Ernest Rutherford, and Stephen Hawking, and it has published many of the most important discoveries in the history of science, including articles on the structure of DNA, the discovery of the neutron, the first cloning of a mammal, and the human genome. But how did Nature become such an essential institution? In Making "Nature," Melinda Baldwin charts the rich history of this extraordinary publication from its foundation in 1869 to current debates about online publishing and open access. This pioneering study not only tells Nature's story but also sheds light on much larger questions about the history of science publishing, changes in scientific communication, and shifting notions of "scientific community." Nature, as Baldwin demonstrates, helped define what science is and what it means to be a scientist.