Marketing Analytics
Based on First Principles
by Robert W. Palmatier, J. Andrew Petersen, Frank Germann
1st Edition
Publisher: Bloomsbury Academic
Book Details
| Print ISBN | 9781352013191 |
| eText ISBN | 9781352013207 |
| Publisher | Bloomsbury Academic |
| Publishing Year | 2022 |
| Edition | 1st Edition |
| Language | English |
| Pages | 432 |
Marketing Analytics: Based on First Principles, 1st Edition, organizes analytical tools, marketing models, and methodologies around the First Principles of Marketing framework. This research-based, action-oriented textbook guides learners in determining when and how to apply specific quantitative techniques to solve strategic marketing problems.
Coverage examines key market dynamics, addressing customer differences, customer changes over time, competitor reactions, and organizational resource constraints. Practical descriptions, vivid examples, and an integrated running case study contextualize technical analyses across these strategic areas.
Designed for advanced undergraduate, postgraduate, and MBA marketing students, the textbook also supports industry practitioners seeking an evidence-based approach to strategic planning and decision-making.
Table of Contents
Chapter 1: Introduction to Marketing Analytics Based on First Principles
Chapter 2: Understanding Marketing Principles #1: All Customers Differ
Chapter 3: Cluster Analysis for Segmentation
Chapter 4: Discriminant Analysis for Targeting and Classification
Chapter 5: Perceptual and Preference Mapping for Competitive Positioning
Chapter 6: Understanding Marketing Principle #2: All Customers Change
Chapter 7: RFM Analysis
Chapter 8: Logistic Regression
Chapter 9: Customer Lifetime Value
Chapter 10: Understanding Marketing Principle #3: All Competitors React
Chapter 11: Survey Design and Testing to Derive Customer Insights
Chapter 12: Conjoint Analysis for Product and Pricing Decisions
Chapter 13: Forecasting Sales for New Products
Chapter 14: Understanding Marketing Principle #4: All Resources are Limited
Chapter 15: Using Marketing Mix Models to Optimize the Marketing Mix
Chapter 16: Using Marketing Experiments to Optimize the Marketing Mix
Chapter 17: Using Topic Models to Glean Customer Insights
Customer Reviews
0.0
0 reviews
No reviews yet. Be the first to review this book!
Write a Review
Reviewed by GradeFocus Editorial Team
