Perspective on public relations research -- Truth and the researcher's attitude -- Starting to apply statistics -- Quantitative analysis : part 1 -- Guest author chapter: Defining the problem -- Quantitative analysis : Part 2 -- Qualitative/categorical analysis -- Part 1 --...

The Handbook of Marketing Analytics showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation support. Fourteen chapters present an overview of specific marketing analytic methods in technical detail, while 22 case...

Why monetize information -- Top ways to monetize information -- Methods for monetizing information -- Analytics: the engine of information monetization -- Information management maturity and principles -- Information supply chains and ecosystems -- Leveraging asset management standards and...

"This book examines the importance and the effective utilization of eWOM content for the positioning of products and services that illustrate the value of user generated content for influencing customer decision making in diverse business sectors"--

Preface -- Who should read this book and why? -- Getting the project going -- Conjoint, discrete choice and other trade-offs : let's do an experiment -- Creating the best, newest thing : discrete choice modelling -- Conjoint analysis and its uses -- Predictive models 2: Classifications that grow...

Seit Mitte des 20. Jahrhunderts äußert sich der weltweite soziokulturelle Prozess der Individualisierung auch im geänderten Konsumverhalten. Dabei sehen sich Unternehmen zunehmend mit dem Wunsch nach kundenindividuellen Produkten zum Preis eines äquivalenten Massenprodukts konfrontiert....

Introduction: Reinventing the marketing organization in the analytical era -- The customer decision journey has changed -- Adopting an analytical mindset -- Realigning your structure -- Building talent & skills -- Leading the analytical organization -- Conclusion: What's next? Your call to action

"The best-selling author of Big Data is back, this time with a unique and in-depth insight into how specific companies use big data. Big data is on the tip of everyone's tongue. Everyone understands its power and importance, but many fail to grasp the actionable steps and resources required to...

"This book blends the literature from the fields of marketing and information technology in an effort to examine the effect that technological advances have on the interaction between companies and their customers"--

"This book features the latest prevailing technological functions and procedures necessary to promote new developments in promotional tools and methods, bringing together extensive discussions on the role of digital tools in customer relationship management, social media, and market performance"--