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Advanced customer analytics : targeting, valuing, segmenting and loyalty techniques / Mike Grigsby
London ; New York, NY : Kogan Page, 2016
xiv, 249 pages. ; 24 cm.
Ký hiệu phân loại (DDC): 658.812
Advanced Customer Analytics provides a clear guide to the specific analytical challenges faced by the retail sector. The book covers the nature and scale of data obtained in transactions, relative proximity to the consumer and the need to monitor customer behaviour across multiple channels. The book advocates a category management approach, taking into account the need to understand the consumer mindset through elasticity modelling and discount strategies, as well as targeted marketing and loyalty design.
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2
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Handbook of consumer finance research /Jing Jian Xiao.
Switzerland : Springer, 2016
379 pages. : illustrations
Ký hiệu phân loại (DDC): 332.024
This Second Edition of the authoritative resource summarizes the state of consumer finance research across disciplines for expert findings on--and strategies for enhancing--consumers' economic health. New and revised chapters offer current research insights into familiar concepts (retirement saving, bankruptcy, marriage and finance) as well as the latest findings in emerging areas, including healthcare costs, online shopping, financial therapy, and the neuroscience behind buyer behavior. The expanded coverage also reviews economic challenges of diverse populations such as ethnic groups, youth, older adults, and entrepreneurs, reflecting the ubiquity of monetary issues and concerns. Underlying all chapters is the increasing importance of financial literacy training and other large-scale interventions in an era of economic transition. Among the topics covered: Consumer financial capability and well-being. Advancing financial literacy education using a framework for evaluation. Financial coaching: defining an emerging field. Consumer finance of low-income families. Financial parenting: promoting financial self-reliance of young consumers. Financial sustainability and personal finance education. Accessibly written for researchers and practitioners, this Second Edition of the Handbook of Consumer Finance Research will interest professionals involved in improving consumers' fiscal competence. It also makes a worthwhile text for graduate and advanced undergraduate courses in economics, family and consumer studies, and related fields.
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Marketing research : an applied orientation / Naresh K. Malhotra
Harlow, England : Pearson, 2020
882 pages. : color illustrations ; 29 cm.
Ký hiệu phân loại (DDC): 658.83
For undergraduate and graduate courses in marketing research. An applied and practical marketing research text with a do-it-yourself, hands-on approach. This text illustrates the interaction between marketing research decisions and marketing management decisions. It uses a practical six-step framework for conducting marketing research, utilizing a variety of marketing companies to highlight qualitative and quantitative research strategies
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