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Bayesian Statistics and Marketing
The past decade has seen a dramatic increase in the use of Bayesian methods in marketing due, in part, to computational and modelling breakthroughs, making its implementation ideal for many marketing problems. Bayesian analyses can now be conducted over a wide range of marketing problems, from new product introduction to pricing, and with a wide variety of different data sources.Bayesian Statistics and Marketingdescribes the basic advantages of the Bayesian approach, detailing the nature of the computational revolution. Examples contained include household and consumer panel data on product purchases and survey data, demand models based on micro-economic theory and random effect models used to pool data among respondents. The book also discusses the theory and practical use of MCMC methods.Written by the leading experts in the field, this unique book:Presents a unified treatment of Bayesian methods in marketing, with common notation and algorithms for estimating the models.Provides a self-contained introduction to Bayesian methods.Includes case studies drawn from the authors’ recent research to illustrate how Bayesian methods can be extended to apply to many important marketing problems.Is accompanied by an R package, bayesm, which implements all of the models and methods in the book and includes many datasets. In addition the book’s website hosts datasets and R code for the case studies.Bayesian Statistics and Marketingprovides a platform for researchers in marketing to analyse their data with state-of-the-art methods and develop new models of consumer behaviour. It provides a unified reference for cutting-edge marketing researchers, as well as an invaluable guide to this growing area for both graduate students and professors, alike.
eBook
Marketing 4.0
Marketing has changed forever—this is what comes next Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world's leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today's customers have less time and attention to devote to your brand—and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace's shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow's consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today. Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen. * Discover the new rules of marketing * Stand out and create WOW moments * Build a loyal and vocal customer base * Learn who will shape the future of customer choice Every few years brings a \"new\" marketing movement, but experienced marketers know that this time its different; it's not just the rules that have changed, it's the customers themselves. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.
eBook
Online influencer marketing
Online influencer marketing (OIM) has become an integral component of brands’ marketing strategies; however, marketers lack an adequate understanding of its scope, effectiveness, and potential threats. To fill this gap, this article first describes the phenomenon’s background, defines OIM, and delineates its unique features to set the conceptual boundaries for the new concept. Drawing insights from practitioner and consumer interviews, and in line with social capital theory, the authors propose that OIM can be understood as leveraging influencer resources (including follower networks, personal positioning, communication content, and follower trust) to enhance a firm’s marketing communication effectiveness. Six novel propositions illustrate the benefits and potential threats of OIM, which may spur progress toward a theory of OIM. Finally, this article outlines key strategies for effectively managing OIM and identifies important literature–practice gaps to suggest avenues for further research.
Journal Article
Social Marketing to the Business Customer
The first book devoted entirely to B2B social marketingB2B markets are fundamentally different from consumer markets. Decisions are made on value, not impulse. Buying cycles are complex, often with many stakeholders involved. Relationships and support are critical. Bet-the-business decisions demand discipline, knowledge, and lots of information.This hands-on guide covers topics unique to this segment, including cost justification, prospecting and lead generation, matching tools to the sales funnel, building, B2B search engine optimization, social media monitoring, social media policy development, long-term client relationships, gaining stakeholder support, building a more transparent organization, and what's coming next.Features plentiful examples, case studies, and best practicesFocuses on the channels that are most effective for B2B marketersBuilds on the authors' more than 30 years of combined experience in the new media/social media space, as well as two previous successful booksLeverage the vast business-to-business potential of Facebook, LinkedIn, Twitter, and many other social media platforms today with Social Marketing to the Business Customer!
eBook
Market-based management : strategies for growing customer value and profitability
Best is the book that focuses on marketing performance, marketing profitability, and the role marketing strategies play in building the profits of a business.
Book
Organizing for Marketing Excellence
Marketing organization is the interface of the firm with its markets and where the work of marketing gets done. This review of the past 25 years of scholarship on marketing organization examines the individual and integrative roles of four elements of marketing organization—capabilities, configuration (including structure, metrics, and incentives), culture, and the human capital of marketing leadership and talent. The authors indicate that these four elements are mobilized through seven marketing activities (7As) that occur during the marketing strategy process. These activities enable the firm to anticipate market changes, adapt the strategy to stay ahead of competition, align the organization to the strategy and market, activate effective implementation, ensure accountability for results, attract resources, and manage marketing assets. How well the firm manages these seven activities throughout the marketing strategy process determines the performance payoffs from marketing organization. Future research priorities outlined for the elements of marketing organization, their integration, and their impact on the 7As offer directions for the study of organizing for marketing excellence.
Journal Article