Many managers view marketing as a creative endeavor, not something that is measurable or manageable by numbers. But … marketing investment. And to get that ROI number, you need analytics. This expectation is intimidating for the many sales and … marketing managers who rely on marketing instincts, not metrics, to do their work. But Marketing Analytics Roadmap: Methods …

Foreword -- Preface -- Marketing Strategies for Reaching Minority Markets -- Redefining Ethnic Market Segmentation … Frequency Portrayal of Minority Models in Magazine Advertisements -- A Selected Bibliography on Marketing to African Americans … Asian American Consumer Market -- Marketing Strategies for Asian-Americans -- Three Additional Factors of Native, American …

Dieses Lehrbuch vermittelt die gesamten Grundlagen des Marketing und nimmt dabei konsequent Bezug auf die Praxis. Die … erarbeiten. Behandelte Themenschwerpunkte sind: - Marketingplanung, - Strategisches Marketing, - Marketingforschung, - Produkt … in die Denkweise des Marketing und lernen Prinzipien, Entscheidungstatbestände, Instrumente und Methoden des Marketing …

techniques to scientists, researchers, students, academics and practitioners in marketing, management and economics … emphasis on advanced methods that are used to specify, estimate and validate marketing models, including structural equation … marketing activities such as advertising, pricing, promotions and distribution are now routinely used by managers for the …