Marketing Models - Softcover

Lacobucci, Dawn

Softcover

ISBN 10: 1111525846 ISBN 13: 9781111525842

Publisher: Cengage Learning, 1980

Synopsis

One of the larger challenges of teaching modeling is the issue of balancing quantitative skill sets with qualitative concepts. Students require familiarity with specific mathematical concepts and formulas in order to perform basic tasks. This is a topic that is being taken very seriously in the discipline. Many companies routinely collect massive amounts of customer data, which requires marketing modelers to translate that data into information that may be used to make fact-based strategic and tactical decisions. Marketers are being challenged to illustrate and demonstrate the financial return and measurement of their actions and marketing dashboards and metrics are becoming more important. This book was itself designed in part from a customer perspective, and each chapter also covers a marketing topic using the optimal methods.

About this title

Review

1. Introduction to Marketing Analytics. 2. Marketing Segmentation and Cluster Analysis. 3. Perceptual Maps and Multi-Dimensional Scaling. 4. New Product Development and Conjoint Analysis. 5. ROI and Market Tests with Experiments and Analysis of Variance. 6. Diffusion Models with Market Sizing, Forecasting, and Customer Lifetime Value. 7. Scanner Data, Brand Choice, Loyalty and Switching with Logit Models and Logistic Regressions, CRM, RFM, and Data-Base Marketing. 8. Customer Satisfaction and Path Models. 9. Word of Mouth and Social Networks. 10. Classic Marketing Models.

About the Author

Dawn Iacobucci is the Bronson Ingram Professor of Marketing at the Owen Graduate School of Management, Vanderbilt University, where she has taught since 2007. She has been Senior Associate Dean at Vanderbilt (2008–2010) and Professor of Marketing at Kellogg (Northwestern University, 1987–2004), University of Arizona (2001–2002), and Wharton (University of Pennsylvania, 2004–2007). Dr. Iacobucci received her MS in statistics, her MA and PhD in quantitative psychology from the University of Illinois at Urbana-Champaign, and her MTS from Garrett Theological Seminary. Dr. Iacobucci’s research focuses on modeling dyadic interactions and social networks, customer satisfaction and service quality, and multivariate and methodological research questions. She has published in the Journal of Marketing, the Journal of Marketing Research, Harvard Business Review, the Journal of Consumer Psychology, the International Journal of Research in Marketing, Marketing Science, the Journal of Service Research, Psychometrika, Psychological Bulletin, and Social Networks.

Edition details

• Publisher: Cengage Learning
• Publication date: 1980
• Language: English
• ISBN 10: 1111525846
• ISBN 13: 9781111525842
• Binding: Paperback
• Edition number: 1
• Number of pages: 250