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Social Media Analytics Strategy : Using Data to Optimize Business Performance
Fox, April Ursula - 2022 - 2nd ed. 2022.
prepare you to create and implement an effective digital marketing strategy. From understanding the data and its sources to … social media and digital marketing. Social Media Analytics Strategy speaks to marketers who do not have a technical … available data for social media marketing and how to access all of it Make use of data and information behind social media …
Persistent link: https://www.econbiz.de/10013284764
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Estimating the Value of Offsite Tracking Data to Advertisers : Evidence from Meta
Wernerfelt, Nils; Tuchman, Anna; Shapiro, Bradley; … - National Bureau of Economic Research - 2024
Third-party cookies and related 'offsite' tracking technologies are frequently used to share user data across applications in support of ad delivery. These data are viewed as highly valuable for online advertisers, but their usage faces increasing headwinds. In this paper, we quantify the...
Persistent link: https://www.econbiz.de/10015056091
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Chapter 18 Forecasting in Marketing
Franses, Philip Hans - 2006
support decisions in marketing. Due to the sometimes specific nature of variables in marketing, the discipline uses …
Persistent link: https://www.econbiz.de/10014023688
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Chapter 5. Recent Developments in Mass Media : Digitization and Multitasking
Wilbur, Kenneth C. - 2015
Technology and consumer behavior are changing supply and demand for mass media. Digitization has increased consumer control over media content and advertising, with implications for advertising avoidance, advertising targeting and personalization, competition among media platforms, and media...
Persistent link: https://www.econbiz.de/10014025248
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The History of Marketing Science
Winer, Russell S (contributor); Neslin, Scott A (contributor) - World Scientific Publishing Co. Pte. Ltd.
The field of marketing science has a rich history of modeling marketing phenomena using the disciplines of economics … Marketing Science</i> is a timely review of the accomplishments of marketing scientists in a number of research areas …. Different research areas of marketing science, such as Pricing, Internet Marketing, Diffusion Models, and Advertising, are …
Persistent link: https://www.econbiz.de/10011156359
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Stochastic Models of Buyer Behavior
Fader, Peter S.; Hardie, Bruce G. S.; Sen, Subrata - In: The History of Marketing Science
The following sections are included:IntroductionBirthDeathResurrection?AcknowledgmentsReferences
Persistent link: https://www.econbiz.de/10011206353
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Sales Promotions
Ailawadi, Kusum L.; Gupta, Sunil - In: The History of Marketing Science
The following sections are included:IntroductionImmediate market responseLonger-term market response to promotionsRetailer response to trade promotionsPromotion planning, optimization, and targetingDirections for future researchReferences
Persistent link: https://www.econbiz.de/10011206414
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Innovation Diffusion
Muller, Eitan - In: The History of Marketing Science
The following sections are included:IntroductionThe evolution of innovation diffusion researchWhat is next?References
Persistent link: https://www.econbiz.de/10011206471
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Customer Relationship Management (CRM)
Neslin, Scott A. - In: The History of Marketing Science
The following sections are included:IntroductionFrameworkHistorical development of the components of CRMAn illustrative history of CRM applicationsSummary and what nextReferences
Persistent link: https://www.econbiz.de/10011206509
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Market Structure Research
Shugan, Steven M. - In: The History of Marketing Science
The following sections are included:IntroductionHistory of market structures using cross-elasticities in economicsHistory of market structures using cross-elasticities in marketingHistory of market structures based on asymmetric competitionHistory of market structures using multi-attribute...
Persistent link: https://www.econbiz.de/10011206516