{"title":"International Series In Quantitative Marketing","description":"\u003cp\u003eDelve into the International Series in Quantitative Marketing, offering rigorous and innovative approaches to marketing challenges. Ideal for academics and professionals seeking cutting-edge analytical techniques. Start exploring now.\u003c\/p\u003e","products":[{"product_id":"database-marketing-book-robert-c-blattberg-9781441903327","title":"Database Marketing","description":"Database marketing is at the crossroads of technology, business strategy, and customer relationship management. Enabled by sophisticated information and communication systems, today’s organizations have the capacity to analyze customer data to inform and enhance every facet of the enterprise—from branding and promotion campaigns to supply chain management to employee training to new product development. 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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. 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The second section contains a more  detailed discussion of the methodology for market segmentation, from  traditional clustering algorithms to more recent developments in  finite mixtures and latent class models. Three types of finite mixture  models are discussed in this second section: simple mixtures, mixtures  of regressions and mixtures of unfolding models. The third main  section is devoted to special topics in market segmentation such as  joint segmentation, segmentation using tailored interviewing and  segmentation with structural equation models. The fourth part covers  four major approaches to applied market segmentation: geo-demographic,  lifestyle, response-based, and conjoint analysis. 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Academics who teach in professional fields, like we do, dream of such things. Imagine the satisfaction of knowing that your work has been incorporated into the decision-making routine of brand managers, that category management relies on techniques you developed, that marketing management believes in something you struggled to establish in their minds. It’s not just us that we are talking about. This pride must be shared by all of the researchers who pioneered the simple concept that the determinants of sales could be found if someone just looked for them. Of course, economists had always studied demand. But the project of extending demand analysis would fall to marketing researchers, now called marketing scientists for good reason, who saw that in reality the marketing mix was more than price; it was advertising, sales force effort, distribution, promotion, and every other decision variable that potentially affected sales. 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Prior to scanner  data, ACNielsen, the major supplier of information on brand  performances, said its business was to provide the score but not to  explain or predict it. Now, model-based insights are not only demanded  by managers, but can also be meaningfully provided. It is common for  managers in many countries to receive market feedback frequently,  quickly and in great detail due to the use of scanners and computers.  With advances in information technology and expertise in modeling, IRI  introduced model-based services in the US that explain and predict  essential parts of the marketplace. ACNielsen followed, and marketing  researchers have been developing increasingly valid, useful and  relevant models of marketplace behavior ever since. Models that  provide information about the sensitivity of market behavior to marketing activities such as advertising, pricing, promotions and  distribution are now routinely used by managers for the identification  of changes in marketing programs that can improve brand performances. Building Models for Marketing Decisions describes marketing  models that managers can use as an aid in decision making. It has long  been known that even simple models outperform judgments in predicting  outcomes in a wide variety of contexts. More complex models  potentially provide insights about structural relations not available  from casual observations. Although marketing models are now widely  accepted, the quality of the marketing decisions is critically  dependent upon the quality of the models on which those decisions are  based. In this book, which is a revision and expansion of Naert and  Leeflang's Building Implementable Marketing Models (1978), the  authors discuss in detail the model-building process. They distinguish  four parts in this process: specification, estimation, validation and  use of models. Throughout the book, the authors provide examples and  illustrations. This book will be of interest to researchers, analysts,  managers and students who want to understand, develop or use models of  marketing phenomena.","brand":"WoB","offers":[{"title":"- \/ - \/ -","offer_id":51141448630545,"sku":"","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ NEW \/ INGRAM","offer_id":51141450924305,"sku":"NIN9780792377726","price":0.0,"currency_code":"GBP","in_stock":false},{"title":"GB \/ NEW \/ INGRAM","offer_id":52121535086865,"sku":"NLS9780792377726","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0792377729.jpg?v=1751329506"},{"product_id":"market-segmentation-book-michel-wedel-9781461371045","title":"Market Segmentation","description":"Modern marketing techniques in industrialized countries cannot  be implemented without segmentation of the potential market. 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The second section contains a more  detailed discussion of the methodology for market segmentation, from  traditional clustering algorithms to more recent developments in  finite mixtures and latent class models. Three types of finite mixture  models are discussed in this second section: simple mixtures, mixtures  of regressions and mixtures of unfolding models. The third main  section is devoted to special topics in market segmentation such as  joint segmentation, segmentation using tailored interviewing and  segmentation with structural equation models. The fourth part covers  four major approaches to applied market segmentation: geo-demographic,  lifestyle, response-based, and conjoint analysis. 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It integrates state-of-the art technical material with discussions of its relevance to management. 2. It provides continuity to a research stream over 20 years old. 3. It illustrates how marketing generalizations are the basis of marketing theory and marketing knowledge. 4. It shows how the research can be applied to marketing planning and forecasting. 5. It presents original research in marketing. The book addresses both marketing researchers and marketing managers. This can be done because empirical decision models are helpful in practice and are also based on theories of response. Econometric and time series analysis (ETS) is one of the few areas in marketing where there is little, if any, conflict between the academic sphere and the world of professional practice. Market Response Models is a sequel to Marketing Models and Econometric Research, published in 1976. It is rare for a research-oriented book in market- ing to be updated or to have a sequel. Unlike many other methodologies, ETS research in marketing has stood the test of time. 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In so doing, our dedicated triumvirate has blended together pieces of diverse research traditions-some of them quite puzzling-and mixed significantly differentiated styles of expression. The controversial display of self-confidence by some distinguished colleagues, the amazingly emo tional good old memories revived by their peers, the scapegoat-finding and moralizing confessions produced by some of their disciples together with the detached systematic rigidity of some others all combine to pro duce a multivarious patchwork that may well prove the existence of a marketing scholar lifecycle. This cartoon-like four-class typology might even make it worth the reader's while to indulge in some guesswork to discover the sequence of the four stages as an exercise and then partition the author population accordingly.","brand":"WoB","offers":[{"title":"GB \/ NEW \/ INGRAM","offer_id":52121580732689,"sku":"NLS9780792393887","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ NEW \/ INGRAM","offer_id":53518216790289,"sku":"NIN9780792393887","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9780792393887.jpg?v=1757432308"},{"product_id":"expert-systems-for-scanner-data-environments-book-john-m-mccann-9780792390763","title":"Expert Systems for Scanner Data Environments","description":"This book is about the role of expert systems in marketing, particularly in the consumer goods industry. 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It has long been known that even simple models outperform judgments in predicting outcomes in a wide variety of contexts. More complex models potentially provide insights about structural relations not available from casual observations.  In this book, the authors present a wealth of insights developed at the forefront of the field, covering all key aspects of specification, estimation, validation and use of models. The most current insights and innovations in quantitative marketing are presented, including in-depth discussion of Bayesian estimation methods. Throughout the book, the authors provide examples and illustrations. 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Based on decades of collective research, teaching, and application in the field, the authors present the most comprehensive treatment to date of database marketing, integrating theory and practice. Presenting rigorous models, methodologies, and techniques (including data collection, field testing, and predictive modeling), and illustrating them through dozens of examples, the authors cover the full spectrum of principles and topics related to database marketing.   \"This is an excellent in-depth overview of both well-known and very recent topics in customer management models. It is an absolute must for marketers who want to enrich their knowledge on customer analytics.\" (Peter C. Verhoef, Professor of Marketing, Faculty of Economics and Business, University of Groningen)   \"A marvelous combination of relevance and sophisticated yet understandable analytical material. It should be a standard reference in the area for many years.\" (Don Lehmann, George E. Warren Professor of Business, Columbia Business School)   \"The title tells a lot about the book's approach—though the cover reads, \"database,\" the content is mostly about customers and that's where the real-world action is. Most enjoyable is the comprehensive story – in case after case – which clearly explains what the analysis and concepts really mean. This is an essential read for those interested in database marketing, customer relationship management and customer optimization.\" (Richard Hochhauser, President and CEO, Harte-Hanks, Inc.)   \"In this tour de force of carefulscholarship, the authors canvass the ever expanding literature on database marketing. This book will become an invaluable reference or text for anyone practicing, researching, teaching or studying the subject.\" (Edward C. 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Consequently, companies are making major investments in such marketing  decision aids.    This book is the first comprehensive, systematic textbook on marketing  management support systems. The basic issue is the question of how to  determine the most effective type of support for a given marketing  decision maker in a particular decision situation.    The book takes a demand-oriented approach. Decision aids for marketing  managers can only be effective if they match with the thinking and  reasoning process of the decision makers who use them. Consequently,  the important questions addressed in this book are: how do marketing  managers make decisions; how can marketing management support systems  help to overcome several (cognitive) limitations of human decision  makers; and what is the most appropriate type of management support  system for assisting the problem-solving methods employed by a  marketing decision-maker?","brand":"WoB","offers":[{"title":"GB \/ NEW \/ INGRAM","offer_id":52147438846225,"sku":"NLS9780792386155","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ NEW \/ INGRAM","offer_id":53533581345041,"sku":"NIN9780792386155","price":0.0,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/9780792386155.jpg?v=1757600515"},{"product_id":"managing-business-interfaces-book-amiya-k-chakravarty-9781402076145","title":"Managing Business Interfaces","description":"Integration is an important and practical matter in today's globalized commerce. 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