Modeler, Statistics and AMOS Graphics
Buch, Englisch, 268 Seiten, Paperback
ISBN: 978-93-90544-17-2
Verlag: PHI Learning
The present book, following application-based approach, helps readers to understand the usage of analytics in different marketing contexts such as identifying customer preferences, customer-segmentation, pricing, forecasting, advertising, competitive analysis, perceptual mapping, etc. using SPSS software (Modeler, Statistics and AMOS Graphics).
Practical applications in each chapter, with supported screenshots, guide readers to apply different analytical techniques in marketing as they learn. This book is an indispensable companion for the postgraduate students of management with specialization in marketing. Also, the book will prove valuable for the Management Development Programs, Data Analysts, and Researchers in the field. It enables them to identify marketing problems, carry out research efficiently, process the data in a simple way using SPSS, and create reports in a systematic manner.
Autoren/Hrsg.
Fachgebiete
Weitere Infos & Material
- Preface
- Acknowledgements
- Chapter–1 Introduction
- Chapter–2 Descriptive Statistics and Graphical Presentation of Marketing Data
- Chapter–3 Understanding Consumer Behavior
- Chapter–4 Customer Segmentation and Clustering
- Chapter–5 Sales Forecasting
- Chapter–6 Pricing: Predicting Preferable Offering
- Chapter–7 Retail Marketing Analytics
- Chapter–8 Customer Retention Analysis
- Chapter–9 Competitive Analysis
- Chapter–10 Advertising: Predicting Appropriate Strategy
- Chapter–11 Additional Analytical Tools in Marketing Research
- Chapter–12 Perceptual Mapping
- Chapter–13 Optimal Product-Attributes Designing
- Chapter–14 Marketing Model Building
- Index