Dòng Nội dung
1
A concise guide to market research : the process, data, and methods using IBM SPSS statistics / Marko Sarstedt; Erik Mooi
Berlin, Germany : Springer, 2019.
407 pages. : illustrations
Ký hiệu phân loại (DDC): 658.83
This updated and revised second edition of the accessible, practice-oriented guide gives readers a compact and step-by-step introduction to the most important quantitative market research techniques, as well as how to use and analyze them in SPSS.
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2
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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3
AI in marketing, sales and service : how marketers without a data science degree can use AI, big data and bots / Peter Gentsch
Cham, Switzerland : Palgrave Macmillan, 2019
xix, 271 pages : illustrations (some color), charts, tables ; 24 cm.
Ký hiệu phân loại (DDC): 658.8
This book provides an easy-to-understand guide to assessing the value and potential of AI and Algorithmics. It systematically draws together the technologies and methods of AI with clear business scenarios on an entrepreneurial level. With interviews and case studies from those cutting edge businesses and executives who are already leading the way, this book shows you: how customer and market potential can be automatically identified and profiled; how media planning can be intelligently automated and optimized with AI and Big Data; how (chat)bots and digital assistants can make communication between companies and consumers more efficient and smarter; how you can optimize Customer Journeys based on Algorithmics and AI; and how to conduct market research in a more efficient and smarter way
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4
Basic marketing research / Naresh K. Malhotra
Harlow : Pearson Education Limited, 2014
670 pages. : color illustrations ; 28 cm.
Ký hiệu phân loại (DDC): 658.83
With a hands-on, do-it-yourself approach, Malhotra offers a contemporary focus on decision making, illustrating the interaction between marketing research decisions and marketing management decisions
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5
Basic marketing research : using Microsoft Excel data analysis / Alvin C Burns; Ronald F Bush
Boston : Prentice Hall, 2012
xxii, 391 pages. : color illustrations ; 26 cm.
Ký hiệu phân loại (DDC): 658.83
For undergraduate Marketing Research courses. Basic Marketing Research usesExcela add-in software for data analysis, an integrated case, and experiential learning exercises to present a concise
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