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The Seven Questions of Marketing Strategy
Farris, Paul W.; Parry, Mark E.; Borden, Neil H. Jr.; Venkatesan, Rajkumar; Sharpe, Kathryn M.Nota técnica DARDEN-M-0779-EMarketingThis simple model of marketing strategy can provide keys to creating a sustainable competitive advantage. Suitable for MBA and executive formats, this technical note demonstrates that individual marketing strategy concepts are interconnected, which renders the strategic process vulnerable to the political machinations of executives. Evolving customer needs and competitors' proactive efforts to steal market share require a dynamic marketing strate...Desde 8,20 €
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Cluster Analysis for Segmentation
Venkatesan, RajkumarNota técnica DARDEN-M-0748-EMarketingThis note is designed for use in an MBA marketing research course. It provides an overview of segmentation using K-means clustering. A simple algorithm for K-means clustering and the process of profiling clusters are provided. The note discusses the need for segmentation in marketing and emphasizes the role of managerial judgment in choosing a segmentation policy. Examples from the insurance industry are used in the note.Desde 8,20 €
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Design of Price and Advertising Elasticity Models
Venkatesan, Rajkumar; Farris, Paul W.Nota técnica DARDEN-M-0805-EMarketingThe marketing mix that a manager may deploy can affect the sales of a product and can be categorized under the traditional four Ps of marketing (product, price, promotion, and placement). But the perennial question managers face concerns the combination of these different marketing mix variables that will give them maximized sales, highest share, lowest inventory, or maximized margins. Quite often, these questions are answered by historical data:...Desde 8,20 €
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Highly Recommended: Collaborative Filtering Gives Customers What They Want
Venkatesan, Rajkumar; Gibbs, SheaNota técnica DARDEN-M-0974-EMarketingNetflix Top Picks, Amazon recommendations, the iTunes Genius button. They all have one thing in common: they are driven by clever algorithms that use a technique known as collaborative filtering. Often used in machine learning operations, collaborative filtering is the process by which a firm like Netflix generates predictions about a single user’s preferences using data taken from a large number of users. This technical note offers an overview o...Desde 8,20 €
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A Resource-Allocation Perspective for Marketing Analytics
Farris, Paul W.; Venkatesan, RajkumarNota técnica DARDEN-M-0861-EMarketingManagers must understand their marketing efforts as precisely as possible in order to determine how much to spend on each marketing channel. This technical note explores marketing analytics—the process of systematically using empirical data about customers, companies, and industry context to inform strategic marketing decisions and create models that are helpful in understanding consumer behaviors. Resource allocation is the endgame of analytics....Desde 8,20 €
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Sustainable Competitive Advantage
Venkatesan, RajkumarNota técnica DARDEN-M-1015-EMarketingThis note discusses the sources of competitive advantage for firms, including scale economies, network economies, counter positioning, switching costs, branding, cornered resources, and process power. It also introduces the features of sustainable competiDesde 8,20 €
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Implementing Marketing Analytics
Farris, Paul W.; Venkatesan, RajkumarNota técnica DARDEN-M-0869-EMarketingThis note supports cases used in Darden's "Marketing Analytics" course elective. Marketing analytics powered by "big data" holds the promise to transform marketing strategy from a discipline based mostly on intuition to a fact-based decision-making process. Based on interactions with more than 100 executives in conferences, executive education seminars, case study development, and consulting projects, this technical note serves as a road map for ...Desde 8,20 €
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Paid Search Advertising
Venkatesan, Rajkumar; Gibbs, SheaNota técnica DARDEN-M-0860-EMarketingThis note provides a primer on paid search advertising, which is an important component of digital marketing. The mechanics of paid search is explained using the Google search engine platform. The note covers metrics for evaluating the performance of paid search, the strategic objective of paid search, the relationship between customer lifetime value and search ads, how to overcome sparse data problems using keyword clouds, and the nature of Goog...Desde 8,20 €
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Designing Marketing Experiments
Venkatesan, RajkumarNota técnica DARDEN-M-0839-EMarketingThis technical note is used in Darden's first-year core marketing course as well as in the marketing analytics elective. It could also be used effectively in modules covering the topics of market research, web analytics, or advertising. The note pairs well with the case "Advertising Experiments at the Ohio Art Company" (UVA-M-0752), which includes a student spreadsheet and a teaching note for instructors. Marketing managers must often face the ch...Desde 8,20 €
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Multiple Regression and Marketing-Mix Models
Venkatesan, Rajkumar; Gibbs, SheaNota técnica DARDEN-M-0855-EMarketingIn this technical note, the concept of regression using a single independent variable is first introduced and then some of the practical challenges associated with it, including multiple independent variables in a regression, are discussed. Particular attention is paid to bias in the regression coefficients in the presence of omitted variables. The concept of the economic significance of a model is introduced and is contrasted with statistical s...Desde 8,20 €