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Overview of the chapters

Methods and Applications in Marketing Management, Public Policy, and Litigation Support

Edited by Natalie Mizik and Dominique M. Hanssens

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Laboratory experimentation in marketing

Methods and Applications in Marketing Management, Public Policy, and Litigation Support

Angela Y. Lee and Alice M. Tybout

Marketing academics, managers, public policy makers, and litigators often ponder questions that involve relationships between alternative treatments or strategies and people’s responses. Among the variety of research approaches available to them, only experimental designs afford strong causal inferences about such relationships. The chapter reviews the nature of such experiments, discusses the role of laboratory versus field experiments and explores the design of lab experiments along various dimensions.

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Introduction

Methods and Applications in Marketing Management, Public Policy, and Litigation Support

Natalie Mizik and Dominique M. Hanssens

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Björn Bjerke

This chapter provides an introduction to the rest of the book. It does so by pointing out that it is necessary to act entrepreneurially in today’s world which contains so much genuine uncertainty. It also divides society into different sectors and entrepreneurs into different groups, highlighting the increasing existence and importance of social entrepreneurs. The chapter characterizes today’s society as postmodern and of a knowledge-type, where interpretive thinking has become important. The author’s opinion is presented, that entrepreneurs can only be defined as such in the beginning of new ventures, and that they are not particularly interested in growth and strategic issues. The chapter summarises the book’s focus on there being two alternative kinds of marketing in the beginning of three kinds of business and/or social ventures, before these ventures have reached any kind of clear and accepted form.

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Frank Hoy, Rozenn Perrigot and Andrew Terry

This chapter begins with an overview of the significant role that the franchise model plays in the global economy. Despite the number of enterprises, volume of revenues generated, and jobs created, franchising has received relatively little attention in scholarly publications and in educational programmes. Prior literature reviews are cited, highlighting subjects that have received some attention. Brief previews of the other chapters in the Handbook are provided. The chapter and the entire Handbook are offered as encouragement for further research into franchising.

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G. Scott Erickson

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Edited by Frank Hoy, Rozenn Perrigot and Andrew Terry

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Edited by Frank Hoy, Rozenn Perrigot and Andrew Terry

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G. Scott Erickson

Chapter 1 covers definitions and methods related to big data systems. Placing big data monitoring systems in the context of loyalty programs developed by Tesco/dunnhumby and Caesar’s, the discussion characterizes what big data is, how systems collect and share it, and how it is used to enhance day-to-day decision-making. Concepts like key performance indicators and action-oriented algorithms are included. Coverage then moves to more in-depth marketing analytics related to big data. Here, the marketing approaches of Spotify and Bloomberg are used to illustrate and explain how analysts cut the data in different ways looking for insights as well as conducting predictive and clustering analysis.