Handbook of marketing analytics: methods and applications in marketing management, public policy, and litigation support - Cheltenham Edward Elgar 2018 - xxvi, 688p. With index

Table of Contents
Part I Experimental Designs
1. Laboratory Experimentation in Marketing
2. Field Experiments
3. Conjoint Analysis
Part II Classical Econometrics
4. Time-Series Models of Short-Run and Long-Run Marketing Impact
5. Panel Data Methods in Marketing Research
6. Causal Inference in Marketing Applications
Part III Discrete Choice Modeling
7. Modeling Choice Processes in Marketing
8. Bayesian Econometrics
9. Structural Models in Marketing
Part IV Latent Structure Analysis
10. Multivariate statistical analyses: Cluster analysis, factor analysis, and multidimensional scaling
Part V Machine Learning and Big Data
11. Machine Learning and Marketing
12. Big Data Analytics
Part VI Generalizations and Optimizations
13. Meta Analysis in Marketing
14. Marketing Optimization Methods
Case Studies and Applications
Part VII Case Studies and Applications in Marketing Management
15. Industry Applications of Conjoint Analysis
16. How time series econometrics helped Inofec quantify online and offline funnel progression and reallocate marketing budgets for higher profits
17. Panel Data Models for Evaluating the Effectiveness of Direct-to-Physician Pharmaceutical Marketing Activities
18. A Nested Logit Model for Product and Transaction-Type Choice Planning Automakers’ Pricing and Promotions
19. Visualizing Asymmetric Competitive Market Structure in Large Markets
20. User Profiling in Display Advertising
21. Dynamic Optimization for Marketing Budget Allocation at Bayer
Part VIII Case Studies and Applications in Public Policy
22. Consumer (Mis)Behavior and Public Policy Intervention
23. Nudging Healthy Choices with the 4Ps Framework for Behavior Change
24. Field Experimentation: Promoting Environmentally Friendly Consumer Behavior
25. Regulation and Online Advertising Markets
26. Measuring the Long-Term Effects of Public Policy: The Case of Narcotics Use and Property Crime
27. Applying Structural Models in a Public Policy Context
Part IX Case Studies and Applications in Litigation Support
28. Avoiding Bias: Ensuring Validity and Admissibility of Survey Evidence in Litigations
Rebecca Kirk Fair and Laura O’Laughlin
29. Experiments in Litigation
30. Conjoint Analysis in Litigation
31. Conjoint Analysis: Applications in Antitrust Litigation
32. Feature Valuation Using Equilibrium Conjoint Analysis
33. Regression Analysis to Evaluate Harm in a Breach of Contract Case
34. Consumer Surveys in Trademark Infringement Litigation: FIJI vs. VITI Case Study
35. Survey Evidence to Evaluate a Marketing Claim: Skye Astiana, Plaintiff v. Ben & Jerry’s Homemade, Inc., Defendant
36. Machine Learning in Litigation

The Handbook of Marketing Analytics showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation support. Fourteen chapters present an overview of specific marketing analytic methods in technical detail, while 22 case studies present thorough examples of the use of each method.The contributors featured are recognized authorities in their fields. Multidisciplinary in scope, this Handbook covers experimental methods, non-experimental methods, and their digital-era extensions. It explores topics such as classical and Bayesian econometrics, causality, machine learning, optimization, and recent advancements in conjoint analysis.This standout collection of analytical methods and application will be useful and educational for all readers, whether they are academics or practitioners in marketing, public policy, or litigation.



Marketing - Data processing
Classic Econometrics
Business &​ Economics - Marketing - Research
Sales and Marketing Management

658.8302 / H2

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