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Marketing Analytics A Machine Learning Approach

Marketing Analytics A Machine Learning Approach

With businesses becoming ever more competitive marketing strategies need to be more precise and performance oriented. Companies are investing considerably in analytical infrastructure for marketing. This new volume Marketing Analytics: A Machine Learning Approach enlightens readers on the application of analytics in marketing and the process of analytics providing a foundation on the concepts and algorithms of machine learning and statistics. The book simplifies analytics for businesses and explains its uses in different aspects of marketing in a way that even marketers with no prior analytics experience will find it easy to follow giving them to tools to make better business decisions. This volume gives a comprehensive overview of marketing analytics incorporating machine learning methods of data analysis that automates analytical model building. The volume covers the important aspects of marketing analytics including segmentation and targeting analysis statistics for marketing marketing metrics consumer buying behavior neuromarketing techniques for consumer analytics new product development forecasting sales and price web and social media analytics and much more. This well-organized and straight-forward volume will be valuable for marketers managers decision makers and research scholars and faculty in business marketing and information technology and would also be suitable for classroom use. | Marketing Analytics A Machine Learning Approach

GBP 124.00
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Destination Marketing Creating Memorable Tourism Experiences

Destination Marketing Creating Memorable Tourism Experiences

This new volume Destination Marketing: Creating Memorable Tourism Experiences provides a snapshot view of various aspects of destination marketing the art of using marketing to create memorable experiences for travellers at specific destinations. The book begins with an introduction of destination marketing that discusses its origin how it evolved into its present state important definitions destination marketing environments destination value chains consumer behavior along with information on segmentation targeting and positioning for destinations. The authors cover various tourism attractors the most common of which include heritage tourism agro-rural tourism natural/scenic attractions man-made attractions spiritual/ religious tourism wildlife tourism business tourism festivals art and culture tourism sports and adventure tourism wellness and medical tourism culinary tourism special interest tourism and stopover tourism. The destination marketing mix is also discussed covering the seven P’s of destination marketing. Promotional tools are included as well as destination branding methods along with various brand elements: destination names URLs symbols characters slogans and jingles. Other chapters address destination marketing organizations (such as convention and visitor bureaus that help promote and market local attractions); performance measurement tools; the use of social media and digital marketing; tried-and-true strategies for destination marketing such as segmenting targeting and positioning; the role of sustainability in destination marketing; the gap between theory and practice in destination marketing; and the future of destination marketing with a view to advancements in technology as well as health and safety issues. This book will be valuable to faculty and students in hospitality programs as well as for researchers tourism marketing professionals and others interested in promoting destination tourism. | Destination Marketing Creating Memorable Tourism Experiences

GBP 124.00
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Marketing by Contingency in the Time of COVID-19 Overcoming Business Crises and Meeting Marketing Challenges

Marketing by Contingency in the Time of COVID-19 Overcoming Business Crises and Meeting Marketing Challenges

Marketing by Contingency in the Time of Covid-19: Overcoming Business Crises and Meeting Marketing Challenges provides conceptual and empirical evidence from a marketing and business perspective about how firms and nonprofit organizations in developing countries have coped with the Covid-19 pandemic. The Covid-19 pandemic became not only a health threat but also a business threat and challenge. This book analyzes successful—and failed—marketing strategies that have been implemented by renowned and emerging firms and nonprofit organizations in reaction to the unprecedented market situation caused by the Covid-19 pandemic. Using case studies the chapters identify the elements that were critical for strengthening a product or company’s brand value consumer satisfaction and loyalty during this time of crisis and uncertainty. The information and experiences shared here show how organizations learned to be resilient and reacted to challenging market situations using creativity and innovation to present consumers with prompt solutions to cover their most basic needs. Topics cover brand engagement influencer marketing building consumer trust navigating restrictive conditions using analytics and predictive modeling internal marketing and more. Key features: Presents and assesses strategies to react to business challenges—both economic and social Provides conceptual and empirical evidence on how to deliver value to consumers in times of uncertainty Shows the reality faced by businesses and nonprofit organizations when a crisis emerges Evaluates the critical role of social media and e-commerce as strategic resources to help business and nonprofit organizations survive—and even grow—during a crisis Examines the role of internal marketing during a pandemic The successes and failures of the marketing strategies discussed in this volume will aid professors and students business leaders marketing professionals public relations professionals and others in identifying the processes needed to overcome business and social troubles during periods of crisis. | Marketing by Contingency in the Time of COVID-19 Overcoming Business Crises and Meeting Marketing Challenges

GBP 116.00
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