Chiu, S: Data Mining and Market Intelligence for Optimal Mar
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- Englisch ausgewählt
Fr. 122.00
inkl. gesetzl. MwSt.,
Beschreibung
Produktdetails
Einband
Gebundene Ausgabe
Erscheinungsdatum
22.05.2008
Abbildungen
mit Illustrationen
Verlag
Taylor & FrancisSeitenzahl
294
Maße (L/B/H)
24.5/16.1/2.3 cm
Gewicht
528 g
Sprache
Englisch
ISBN
978-0-7506-8234-3
The authors present case studies addressing marketing investment issues with a step by step process that includes: - Identification of business issues and objectives - Metric identification and data collection - Selection of marketing research methods or/and data mining techniques - Modeling and analysis - Solutions with recommendations - Test and rollout - Incorporating learning into ongoing marketing budget planning. The book provides holistic view of marketing research and data mining, which are often understood and implemented in silos. Understanding how to integrate the two schools of thoughts is essential for success in marketing investment. To illustrate the content, case studies in a broad range of industries and target audiences are used, with examples that include: - Industries such as financial, banking, retail, high tech, pharmaceutical, health care, and ecommerce. - Both Business-to-Business and Business-to-Consumer - Various target audiences such as affluent consumers vs
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