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The market environment is changing rapidly. Prior to scanner data,
ACNielsen, the major supplier of information on brand performances,
said its business was to provide the score but not to explain or
predict it. Now, model-based insights are not only demanded by
managers, but can also be meaningfully provided. It is common for
managers in many countries to receive market feedback frequently,
quickly and in great detail due to the use of scanners and
computers. With advances in information technology and expertise in
modeling, IRI introduced model-based services in the US that
explain and predict essential parts of the marketplace. ACNielsen
followed, and marketing researchers have been developing
increasingly valid, useful and relevant models of marketplace
behavior ever since. Models that provide information about the
sensitivity of market behavior to marketing activities such as
advertising, pricing, promotions and distribution are now routinely
used by managers for the identification of changes in marketing
programs that can improve brand performances. Building Models for
Marketing Decisions describes marketing models that managers can
use as an aid in decision making. It has long been known that even
simple models outperform judgments in predicting outcomes in a wide
variety of contexts. More complex models potentially provide
insights about structural relations not available from casual
observations. Although marketing models are now widely accepted,
the quality of the marketing decisions is critically dependent upon
the quality of the models on which those decisions are based. In
this book, which is a revision and expansion of Naert and
Leeflang's Building Implementable Marketing Models (1978), the
authors discuss in detail the model-building process. They
distinguish four parts in this process: specification, estimation,
validation and use of models. Throughout the book, the authors
provide examples and illustrations. This book will be of interest
to researchers, analysts, managers and students who want to
understand, develop or use models of marketing phenomena.
As in many other sectors, in agribusiness major changes are taking
place. On the demand side, consumers are changing lifestyles,
eating and shopping habits, and increasingly are demanding more
accommodation of these needs in the supermarket. With regard to the
supply: the traditional distribution channel dominators -
manufacturers of branded consumer products - are trying hard to
defend their positions against retailers, who gather and use
information about the consumer to streamline their enterprises and
strengthen their ties with the consumer. The agricultural
producers, meanwhile, face increased regulations with regard to
food additives, pesticides, and herbicides. Pressures rise as their
business becomes more specialized and capital-intensive than that
of their predecessors. Finally, the larger political climate is not
so favorable to agriculture, which now has to compete in the global
market without significant government support. This title describes
and interprets changes in the domain of agriculture and food. The
contributors develop the theme of taking an interdisciplinary
approach to coping with these changes, using concepts and methods
developed in general marketing, which are adapted so as to apply to
the particular characteristics of the food and agriculture sector.
This book is published to honor the distinguished career of
Professor Mathew T.G. Meulenberg from Wageningen Agricultural
University, on the occasion of his retirement in September 1996. As
a scientist, teacher, and advisor to the agribusiness and the
government, Professor Meulenberg has made an important contribution
to the development of marketing, inside and outside the domain of
agriculture.
Modern marketing techniques in industrialized countries cannot be
implemented without segmentation of the potential market. Goods are
no longer produced and sold without a significant consideration of
customer needs combined with a recognition that these needs are
heterogeneous. Since first emerging in the late 1950s, the concept
of segmentation has been one of the most researched topics in the
marketing literature. Segmentation has become a central topic to
both the theory and practice of marketing, particularly in the
recent development of finite mixture models to better identify
market segments. This second edition of Market Segmentation updates
and extends the integrated examination of segmentation theory and
methodology begun in the first edition. A chapter on mixture model
analysis of paired comparison data has been added, together with a
new chapter on the pros and cons of the mixture model. The book
starts with a framework for considering the various bases and
methods available for conducting segmentation studies. The second
section contains a more detailed discussion of the methodology for
market segmentation, from traditional clustering algorithms to more
recent developments in finite mixtures and latent class models.
Three types of finite mixture models are discussed in this second
section: simple mixtures, mixtures of regressions and mixtures of
unfolding models. The third main section is devoted to special
topics in market segmentation such as joint segmentation,
segmentation using tailored interviewing and segmentation with
structural equation models. The fourth part covers four major
approaches to applied market segmentation: geo-demographic,
lifestyle, response-based, and conjoint analysis. The final
concluding section discusses directions for further research.
German film in the Wilhelmine and Weimar periods is regarded as
marked by a strong sense of cultural conservatism and the
aspiration to be recognized as an art form. This book takes an
alternative approach to the history of German cinema from the
emergence of the early feature film to the transition to sound by
focusing on the poetics of popular genres such as the disaster
film, melodrama, the musical and the war film, exploring their
cultural reverberations and modes of audience address. Based on the
assumption that popular cinema contributed immensely to the
breakthrough of a modern audiovisual "culture of the senses" in
Germany between 1910 and 1930, Pictorial Affects, Senses of Rupture
offers close readings of a number of rarely analyzed films,
including one of the first cinematic adaptations of the Titanic
disaster from 1912 and the German version of All Quiet on the
Western Front from 1930. Restoring the films' horizons of
historicity by locating them at crucial points of intersection
between social, cultural, technological and aesthetic discourses,
this book argues for the prominent role popular German cinema's own
forms of discursivity have played within the historical formation
of modernity.
This comprehensive volume aims to further research and theory
development in visual marketing. By bringing together leading
researchers in the field, it strives to contribute to the
establishment of visual marketing as a coherent discipline. The
chapters represent an array of issues in visual marketing. They
address three areas in theory: attention and perception (chapters
2-5) visual cognition (chapters 6-9) and action and choice
(chapters 10-12). The chapters go beyond what is known, and offer
in many cases a more speculative and visionary account of the
directions that visual marketing research could and should
take.
Rather than being confined to advertising only, this new volume
shows how visual marketing permeates almost all consumer and
marketing activities. It will be of interest to undergraduate and
graduate students in marketing, management, industrial design, and
consumer and social psychology. Professional practitioners,
especially those involved with marketing communications, retail,
and in store marketing and market research, will also benefit from
the empirically based and innovative ideas put forth in this
book.
German film in the Wilhelmine and Weimar periods is regarded as
marked by a strong sense of cultural conservatism and the
aspiration to be recognized as an art form. This book takes an
alternative approach to the history of German cinema from the
emergence of the early feature film to the transition to sound by
focusing on the poetics of popular genres such as the disaster
film, melodrama, the musical and the war film, exploring their
cultural reverberations and modes of audience address. Based on the
assumption that popular cinema contributed immensely to the
breakthrough of a modern audiovisual "culture of the senses" in
Germany between 1910 and 1930, Pictorial Affects, Senses of Rupture
offers close readings of a number of rarely analyzed films,
including one of the first cinematic adaptations of the Titanic
disaster from 1912 and the German version of All Quiet on the
Western Front from 1930. Restoring the films' horizons of
historicity by locating them at crucial points of intersection
between social, cultural, technological and aesthetic discourses,
this book argues for the prominent role popular German cinema's own
forms of discursivity have played within the historical formation
of modernity.
As in many other sectors, in agribusiness major changes are taking
place. On the demand side, consumers are changing lifestyles,
eating and shopping habits, and increasingly are demanding more
accommodation of these needs in the supermarket. With regard to the
supply: the traditional distribution channel dominators -
manufacturers of branded consumer products - are trying hard to
defend their positions against retailers, who gather and use
information about the consumer to streamline their enterprises and
strengthen their ties with the consumer. The agricultural
producers, meanwhile, face increased regulations with regard to
food additives, pesticides, and herbicides. Pressures rise as their
business becomes more specialized and capital-intensive than that
of their predecessors. Finally, the larger political climate is not
so favorable to agriculture, which now has to compete in the global
market without significant government support. This title describes
and interprets changes in the domain of agriculture and food. The
contributors develop the theme of taking an interdisciplinary
approach to coping with these changes, using concepts and methods
developed in general marketing, which are adapted so as to apply to
the particular characteristics of the food and agriculture sector.
This book is published to honor the distinguished career of
Professor Mathew T.G. Meulenberg from Wageningen Agricultural
University, on the occasion of his retirement in September 1996. As
a scientist, teacher, and advisor to the agribusiness and the
government, Professor Meulenberg has made an important contribution
to the development of marketing, inside and outside the domain of
agriculture.
The market environment is changing rapidly. Prior to scanner data,
ACNielsen, the major supplier of information on brand performances,
said its business was to provide the score but not to explain or
predict it. Now, model-based insights are not only demanded by
managers, but can also be meaningfully provided. It is common for
managers in many countries to receive market feedback frequently,
quickly and in great detail due to the use of scanners and
computers. With advances in information technology and expertise in
modeling, IRI introduced model-based services in the US that
explain and predict essential parts of the marketplace. ACNielsen
followed, and marketing researchers have been developing
increasingly valid, useful and relevant models of marketplace
behavior ever since. Models that provide information about the
sensitivity of market behavior to marketing activities such as
advertising, pricing, promotions and distribution are now routinely
used by managers for the identification of changes in marketing
programs that can improve brand performances. Building Models for
Marketing Decisions describes marketing models that managers can
use as an aid in decision making. It has long been known that even
simple models outperform judgments in predicting outcomes in a wide
variety of contexts. More complex models potentially provide
insights about structural relations not available from casual
observations. Although marketing models are now widely accepted,
the quality of the marketing decisions is critically dependent upon
the quality of the models on which those decisions are based. In
this book, which is a revision and expansion of Naert and
Leeflang's Building Implementable MarketingModels (1978), the
authors discuss in detail the model-building process. They
distinguish four parts in this process: specification, estimation,
validation and use of models. Throughout the book, the authors
provide examples and illustrations. This book will be of interest
to researchers, analysts, managers and students who want to
understand, develop or use models of marketing phenomena.
This comprehensive volume aims to further research and theory
development in visual marketing. By bringing together leading
researchers in the field, it strives to contribute to the
establishment of visual marketing as a coherent discipline. The
chapters represent an array of issues in visual marketing. They
address three areas in theory: attention and perception, visual
cognition and action and choice. The chapters go beyond what is
known, and offer in many cases a more speculative and visionary
account of the directions that visual marketing research could and
should take. Rather than being confined to advertising only, this
new volume shows how visual marketing permeates almost all consumer
and marketing activities. It will be of interest to undergraduate
and graduate students in marketing, management, industrial design,
and consumer and social psychology. Professional practitioners,
especially those involved with marketing communications, retail,
and in store marketing and market research, will also benefit from
the empirically based and innovative ideas put forth in this book.
Modern marketing techniques in industrialized countries cannot be
implemented without segmentation of the potential market. Goods are
no longer produced and sold without a significant consideration of
customer needs combined with a recognition that these needs are
heterogeneous. Since first emerging in the late 1950s, the concept
of segmentation has been one of the most researched topics in the
marketing literature. Segmentation has become a central topic to
both the theory and practice of marketing, particularly in the
recent development of finite mixture models to better identify
market segments. This second edition of Market Segmentation updates
and extends the integrated examination of segmentation theory and
methodology begun in the first edition. A chapter on mixture model
analysis of paired comparison data has been added, together with a
new chapter on the pros and cons of the mixture model. The book
starts with a framework for considering the various bases and
methods available for conducting segmentation studies. The second
section contains a more detailed discussion of the methodology for
market segmentation, from traditional clustering algorithms to more
recent developments in finite mixtures and latent class models.
Three types of finite mixture models are discussed in this second
section: simple mixtures, mixtures of regressions and mixtures of
unfolding models. The third main section is devoted to special
topics in market segmentation such as joint segmentation,
segmentation using tailored interviewing and segmentation with
structural equation models. The fourth part covers four major
approaches to applied market segmentation: geo-demographic,
lifestyle, response-based, and conjoint analysis. The final
concluding section discusses directions for further research.
Das Buch beschaftigt sich mit den internationalen Filmbeziehungen
der DEFA von ihrer Grundung 1946 bis zu ihrer Auflosung nach dem
Ende der DDR 1991. Im Rahmen einer komparatistischen
Mediengeschichtsschreibung werden stilistische Einflusse in
verschiedenen Filmgattungen ebenso untersucht wie Wechselwirkungen
in der Rezeption und offentlichen Diskussion. Die Beitrage gehen
institutionellen Verflechtungen, deutsch-deutschen Filmkontakten
und gelungenen wie gescheiterten Kooperations- und
Koproduktionsvorhaben nach. Ein zentraler Aspekt des
interkulturellen Austauschs der DDR wird damit erstmals grundlegend
aufgearbeitet.
Everyone alive today has the potential to become a clear and
accurate Channel. Even You! Whether you want to be a vehicle of
higher wisdom for all mankind, or want to fully connect with your
spirit guides, Channeling is the ancient tool that makes it
possible. Channeling: A Comprehensive and Instructional Guide,
provides you with the tools you need to find a positive spirit
partner, open a safe and protected Channeling relationship with
your spirit partner, and practical instruction on how to Channel
your spirit partner for yourself and for the world. This book is a
must read for anyone who ever dreamed of tapping into the higher
knowledge of the universal and heavenly forces.
Lessons Book II is a channeled book of the spiritual master Alex.
It offers the reader a breakthrough in spiritual thinking based on
the soul type of each person. The true nature of tone and frequency
are explored with emphasis on using each as a tool to bring healing
to the body, soul, mind, and spiritual self. Alex shares his
exceptional understanding of what is happening on the earth and
what you can do to help as the earth moves into her time of tuning.
Lessons Book II is more than just essential information about your
world and your spiritual existence; it is an invaluable tool for
healing the life frequencies of your body, soul, mind, and spirit.
It is sure to enhance your view of the universal reason for being
In the last decade there has been a rapid growth in commercial
applications of eye-tracking technology to assess the effectiveness
of visual marketing efforts. Eye-movements are tightly coupled with
visual attention which makes them eminent indicators of the covert
visual attention process. Now a sizable and growing body of
literature exists on attention to visual marketing stimuli.
Eye-Tracking for Visual Marketing provides: 1. The foundations of
visual attention and eye-tracking; 2. A conceptual framework for
eyetracking research in marketing; 3. A review of the marketing
literature within this conceptual framework. Motivated from its
rising importance in marketing practice and its potential for
theoretical contribution, Eye-Tracking for Visual Marketing
examines the structure of the eye, the visual brain, eye-movements,
and methods for recording and analyzing them. Next, it describes
the authors' theory and reviews eye-tracking applications in
marketing based on this theory. It conclude with an outlook on
future theory and method development and recommendations for
practice.
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