Marketing & Media Decisions
Author | : |
Publisher | : |
Total Pages | : 1118 |
Release | : 1990 |
Genre | : Advertising |
ISBN | : |
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Author | : |
Publisher | : |
Total Pages | : 1118 |
Release | : 1990 |
Genre | : Advertising |
ISBN | : |
Author | : |
Publisher | : |
Total Pages | : 1120 |
Release | : 1978 |
Genre | : Advertising |
ISBN | : |
Author | : Marian Azzaro |
Publisher | : |
Total Pages | : 556 |
Release | : 2004 |
Genre | : Business & Economics |
ISBN | : |
Author | : Peter S.H. Leeflang |
Publisher | : Springer Science & Business Media |
Total Pages | : 642 |
Release | : 2013-06-29 |
Genre | : Business & Economics |
ISBN | : 146154050X |
This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts of the outcomes than the judgments themselves (because the model eliminates the noise in judgments). And since judgments never fully reflect the complexities of the many forces that influence outcomes, it is easy to see why models of actual outcomes should be very attractive to (marketing) decision makers. Thus, appropriately constructed models can provide insights about structural relations between marketing variables. Since models explicate the relations, both the process of model building and the model that ultimately results can improve the quality of marketing decisions. Managers often use rules of thumb for decisions. For example, a brand manager will have defined a specific set of alternative brands as the competitive set within a product category. Usually this set is based on perceived similarities in brand characteristics, advertising messages, etc. If a new marketing initiative occurs for one of the other brands, the brand manager will have a strong inclination to react. The reaction is partly based on the manager's desire to maintain some competitive parity in the mar keting variables.
Author | : Larry D. Kelley |
Publisher | : Routledge |
Total Pages | : 361 |
Release | : 2015-03-27 |
Genre | : Business & Economics |
ISBN | : 131751937X |
The planning and placement of advertising media is a multibillion dollar business that critically impacts advertising effectiveness. The new edition of this acclaimed and widely adopted text offers practical guidance for those who practice media planning on a daily basis, as well as those who must ultimately approve strategic media decisions. Full of current brand examples, the book is a "must-read" for all who will be involved in the media decision process on both the agency and client side. Its easy-to-read style and logical format make it ideal for classroom adoption, and students will benefit from the down-to-earth approach, and real-world business examples. Several new chapters have been added to the fourth edition, including: International advertising Campaign evaluation The changing role of media planning in agencies, to give the reader a better grounding in the role of media in an advertising and marketing plan today Evaluating media vehicles, filled with up-to-date examples Search engine marketing, and a thorough revision of the chapter on online display advertising to address the increased emphasis on digital media Gaming, and many new examples of the latest digital media with an emphasis on social media, and a new framework for analyzing current and future social media Increased coverage of communication planning Added focus on the importance of media strategy early on in the book Separate chapters for video and audio media (instead of lumping them together in broadcast). This creates a more in-depth discussion of radio in particular An online instructor's manual with PowerPoint slides and sample test questions is available to adopters.
Author | : |
Publisher | : |
Total Pages | : 690 |
Release | : 1988 |
Genre | : Advertising |
ISBN | : |
Author | : Berend Wierenga |
Publisher | : Springer Science & Business Media |
Total Pages | : 621 |
Release | : 2008-09-05 |
Genre | : Business & Economics |
ISBN | : 0387782133 |
Marketing models is a core component of the marketing discipline. The recent developments in marketing models have been incredibly fast with information technology (e.g., the Internet), online marketing (e-commerce) and customer relationship management (CRM) creating radical changes in the way companies interact with their customers. This has created completely new breeds of marketing models, but major progress has also taken place in existing types of marketing models. Handbook of Marketing Decision Models presents the state of the art in marketing decision models. The book deals with new modeling areas, such as customer relationship management, customer value and online marketing, as well as recent developments in other advertising, sales promotions, sales management, and competition are dealt with. New developments are in consumer decision models, models for return on marketing, marketing management support systems, and in special techniques such as time series and neural nets.
Author | : Kelley |
Publisher | : M.E. Sharpe |
Total Pages | : 146 |
Release | : 2015-05-18 |
Genre | : Business & Economics |
ISBN | : 0765628767 |
"Cases in Advertising Management" offers a wide range of short, medium-length, and longer cases, all designed to illuminate the topics covered in an Advertising Management course. The book can stand alone, or, for instructors who wish to incorporate a combined casebook and textbook approach, it can be adopted alongside any standard text, including Advertising Management by the same authors.The book features actual real-life cases that reflect current trends in the advertising and promotion industry, with a strong emphasis on digital media and integrated marketing communications. A detailed introduction ('How to Analyze a Case Study') is followed by 30 cases, covering a full range of topics for a semester-long course, including financial management, business planning, strategic planning, budgeting, human resource management, and managing change.
Author | : Jack Zanville Sissors |
Publisher | : N T C Business Books |
Total Pages | : 504 |
Release | : 1993 |
Genre | : Business & Economics |
ISBN | : |
Author | : Glen L. Urban |
Publisher | : |
Total Pages | : 563 |
Release | : 1991 |
Genre | : Business & Economics |
ISBN | : 9780138519407 |
This book aims to present state-of-the-art marketing technology in a three-level decision and analysis framework, and to integrate case studies with the text. It provides a flow diagram for formulating marketing strategies, and offers case studies developed to provide practice with the book's concepts, applying both managerial judgement and higher-level analytical approaches to complex marketing strategy problems. There is also software support demonstrating the level of analysis, and an annual marketing plan.