Kategoria BISAC: Business & Economics >> Marketing - Research

Entrepreneurs and innovators are trained to run fast, but...Are you running in the right direction?

Choosing the right market for your innovation is the biggest, and trickiest, question for innovators. Research has shown that all too often entrepreneurs don't spend enough time researching their opportunities - instead they jump at the first opportunity that looks good, and fail to properly evaluate and leverage other opportunities. These common mistakes mean that you often choose the wrong market or attempt to pursue too many opportunities at once.

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Sensory Marketing offers a global view of the use of senses in marketing strategy based on consumers' perception and behaviour. Integrating the company constraints and classical approaches of branding and communication, the author presents sensory marketing as an emergent marketing paradigm in theory and practice. This book will be an important contribution that will provide useful reading for marketing scholars and consumer psychologists across the world.

This volume presents advanced techniques to modeling markets, with a wide spectrum of topics, including advanced individual demand models, time series analysis, state space models, spatial models, structural models, mediation, models that specify competition and diffusion models. It is intended as a follow-on and companion to Modeling Markets (2015), in which the authors presented the basics of modeling markets along the classical steps of the model building process: specification, data collection, estimation, validation and implementation. This volume builds on the concepts...

This text presents an...

Predictive Analytics has revolutionised marketing practice. It involves using many techniques from data mining, statistics, modelling, machine learning and artificial intelligence, to analyse current data and make predictions about unknown future events. In business terms, this enables companies to forecast consumer behaviour and much more. Predictive Analytics for Marketers will guide marketing professionals on how to apply predictive analytical tools to streamline business practices. Including comprehensive coverage of an array of predictive analytic tools and techniques,...