A brand new textbook with an innovative and exciting approach to marketing strategy. Moving away from the outdated 4Ps model to a new approach that reflects real-world companies responding to a differ
In this, the first data-driven guide to real time marketing, Chris Kerns outlines the value of RTM via a comprehensive social data performance analysis. He lays out best practices for measuring RTM, i
This comprehensive book provides students with a "grand tour" of the tools needed to measure digital activity and implement best practices to apply data in marketing strategy. It is the first text of
This comprehensive book provides students with a "grand tour" of the tools needed to measure digital activity and implement best practices to apply data in marketing strategy. It is the first text of
This second edition of Digital Analytics for Marketing provides students with a comprehensive overview of the tools needed to measure digital activity and implement best practices when using data to inform marketing strategy. It is the first text of its kind to introduce students to analytics platforms from a practical marketing perspective.Demonstrating how to integrate large amounts of data from web, digital, social, and search platforms, this helpful guide offers actionable insights into data analysis, explaining how to "connect the dots" and "humanize" information to make effective marketing decisions. The authors cover timely topics, such as social media, web analytics, marketing analytics challenges, and dashboards, helping students to make sense of business measurement challenges, extract insights, and take effective actions. The book's experiential approach, combined with chapter objectives, summaries, and review questions, will engage readers, deepening their learning by helpi
This book is targeted for those who need to learn the marketing research process and basic data analysis techniques. This is the first book on the market that offers a software add-in (XL Data Analyst
This book was first published in 2004. Developments in strategic thinking and econometric methods, alongside fundamental changes in technology and in the nature of competition, argue the need for an in-depth but accessible assessment of the Profit Impact of Marketing Strategy's project. Here, Paul Farris and Michael Moore gather together contributions from experts across the US and Europe to offer a retrospective analysis alongside innovative perspectives on future marketing strategy and performance assessment methods. Appealing to scholars and reflective practitioners interested in fostering practical knowledge about business innovation and changes, this book not only explores ways of thinking about and working with PIMS but also explores the unresolved issues arising from the original data. As the business community renews its attempts to recreate the kind of inter-firm cooperation that produced the PIMS project, sharing many of the ideals, this volume will broadly appeal.
The idea of a right to privacy, which arose in reaction to the rapid rise of newspapers, instant photography and the “paparazzi” of the 19th century, has evolved into a constitutional right in much of the developed world. It is enshrined in Hong Kong through Articles 28, 29, 30 and 39 of the Basic Law. Hong Kong stands proud as the first jurisdiction in Asia to enact legislation to safeguard personal data in the form of the Personal Data (Privacy) Ordinance, Cap 486 (“the Ordinance”) which came into force in 1996. At its centre are the six Data Protection Principles based on the 1980 OECD Guidelines. The office of the Privacy Commissioner for Personal Data was created under this legislation to provide oversight and ensure compliance. The Octopus scandal in mid-2010 eventually led to substantial changes being made to the Ordinance that were enacted in 2012 and 2013, the main amendments being the Direct Marketing provisions and the provision of legal assistance and representation to aggr
The idea of a right to privacy, which arose in reaction to the rapid rise of newspapers, instant photography and the “paparazzi” of the 19th century, has evolved into a constitutional right in much of the developed world. It is enshrined in Hong Kong through Articles 28, 29, 30 and 39 of the Basic Law. Hong Kong stands proud as the first jurisdiction in Asia to enact legislation to safeguard personal data in the form of the Personal Data (Privacy) Ordinance, Cap 486 (“the Ordinance”) which came into force in 1996. At its centre are the six Data Protection Principles based on the 1980 OECD Guidelines. The office of the Privacy Commissioner for Personal Data was created under this legislation to provide oversight and ensure compliance. The Octopus scandal in mid-2010 eventually led to substantial changes being made to the Ordinance that were enacted in 2012 and 2013, the main amendments being the Direct Marketing provisions and the provision of legal assistance and representation to aggr
This is the first work on British textile exports to South America during the nineteenth century. During this period, textiles ranked among the most important manufactures traded in the world market and Britain was the foremost producer. Thanks to new data, this book demonstrates that British exports to South America were transacted at very high rates during the first decades after independence. This development was due to improvements in the packing of textiles; decreasing costs of production and introduction of free trade in Britain; falling ocean freight rates, marine insurance and import duties in South America; dramatic improvements in communications; and the introduction of better port facilities. Manuel Llorca-Jaña explores the marketing chain of textile exports to South America and sheds light on South Americans' consumer behaviour. This book contains the most comprehensive database on Anglo-South American trade during the nineteenth century and fills an important gap in the hi
Drawing upon the explosion of research in the field, a diverse group of scholars surveys strategies for solving ecological inference problems, the process of trying to infer individual behavior from aggregate data. The uncertainties and information lost in aggregation make ecological inference one of the most difficult areas of statistical inference, but these inferences are required in many academic fields, as well as by legislatures and the Courts in redistricting, marketing research by business, and policy analysis by governments. This wide-ranging collection of essays, first published in 2004, offers many important contributions to the study of ecological inference.
Drawing upon the explosion of research in the field, a diverse group of scholars surveys strategies for solving ecological inference problems, the process of trying to infer individual behavior from aggregate data. The uncertainties and information lost in aggregation make ecological inference one of the most difficult areas of statistical inference, but these inferences are required in many academic fields, as well as by legislatures and the Courts in redistricting, marketing research by business, and policy analysis by governments. This wide-ranging collection of essays, first published in 2004, offers many important contributions to the study of ecological inference.
This is the first work on British textile exports to South America during the nineteenth century. During this period, textiles ranked among the most important manufactures traded in the world market and Britain was the foremost producer. Thanks to new data, this book demonstrates that British exports to South America were transacted at very high rates during the first decades after independence. This development was due to improvements in the packing of textiles; decreasing costs of production and introduction of free trade in Britain; falling ocean freight rates, marine insurance and import duties in South America; dramatic improvements in communications; and the introduction of better port facilities. Manuel Llorca-Jaña explores the marketing chain of textile exports to South America and sheds light on South Americans' consumer behaviour. This book contains the most comprehensive database on Anglo-South American trade during the nineteenth century and fills an important gap in the hi
Social network analysis is used widely in the social and behavioral sciences, as well as in economics, marketing, and industrial engineering. The social network perspective focuses on relationships among social entities and is an important addition to standard social and behavioral research, which is primarily concerned with attributes of the social units. Social Network Analysis: Methods and Applications reviews and discusses methods for the analysis of social networks with a focus on applications of these methods to many substantive examples. It is a reference book that can be used by those who want a comprehensive review of network methods, or by researchers who have gathered network data and want to find the most appropriate method by which to analyze it. It is also intended for use as a textbook as it is the first book to provide comprehensive coverage of the methodology and applications of the field.
