Adaptive Marketing

Leveraging Real-Time Data to Become a More Competitive and Successful Company

Author: Norm Johnston

Publisher: Springer

ISBN: 1137462930

Category: Literary Criticism

Page: 225

View: 7552

Adapt or die is really the 21st century mantra for business. Authors Norm Johnston provides guidance on how to adopt an Adaptive Marketing model to ensure you are not only prepared for this new data world, but also winning against both traditional competitors and new disrupters.

Adaptive Markets

Financial Evolution at the Speed of Thought

Author: Andrew W. Lo

Publisher: Princeton University Press

ISBN: 1400887763

Category: Business & Economics

Page: 504

View: 7596

A new, evolutionary explanation of markets and investor behavior Half of all Americans have money in the stock market, yet economists can't agree on whether investors and markets are rational and efficient, as modern financial theory assumes, or irrational and inefficient, as behavioral economists believe—and as financial bubbles, crashes, and crises suggest. This is one of the biggest debates in economics and the value or futility of investment management and financial regulation hang on the outcome. In this groundbreaking book, Andrew Lo cuts through this debate with a new framework, the Adaptive Markets Hypothesis, in which rationality and irrationality coexist. Drawing on psychology, evolutionary biology, neuroscience, artificial intelligence, and other fields, Adaptive Markets shows that the theory of market efficiency isn't wrong but merely incomplete. When markets are unstable, investors react instinctively, creating inefficiencies for others to exploit. Lo's new paradigm explains how financial evolution shapes behavior and markets at the speed of thought—a fact revealed by swings between stability and crisis, profit and loss, and innovation and regulation. A fascinating intellectual journey filled with compelling stories, Adaptive Markets starts with the origins of market efficiency and its failures, turns to the foundations of investor behavior, and concludes with practical implications—including how hedge funds have become the Galápagos Islands of finance, what really happened in the 2008 meltdown, and how we might avoid future crises. An ambitious new answer to fundamental questions in economics, Adaptive Markets is essential reading for anyone who wants to know how markets really work.

Customer-Centric Marketing

A Pragmatic Framework

Author: R. Ravi,Baohong Sun

Publisher: MIT Press

ISBN: 026252905X

Category: Business & Economics

Page: 152

View: 8094

State-of-the-art analytic and quantitative methods for using big data to craft effective real-time, dynamic customer-centric marketing plans.

Improve Your Marketing to Grow Your Business

Insights and Innovation That Drive Business and Brand Growth

Author: Hunter Hastings,Jeff Saperstein

Publisher: Pearson Prentice Hall

ISBN: 9780132716192

Category: Business & Economics

Page: 256

View: 4823

“Marketing is part art and part science. The ‘art era’ was ok in the 20th century. If you need to consistently generate growth and increased profitability in this century, you better stick with the science. When cost cutting is not enough to improve the bottom line, it is time to focus again on the consumer. Improve Your Marketing to Grow Your Business shows how to go from consumer insights to relevant innovation and actionable marketing plans. Metrics to measure marketing effectiveness complete a must-read book.” –ARTURO MASSA Leading Global Marketing Executive, Fortune 500 Company How Marketing Can Systematically Drive Profitable Growth, Build Brand Equity, and Maximize Stockholder Value: Rethinking and reengineering your entire marketing organization: processes, technology, metrics, and more New insights from today’s top marketing innovators–including Procter & Gamble, Brown-Forman, Kimberly-Clark, Wachovia, Hyatt, and Gillette How to create a marketing culture of accountability, and empower change throughout your organization Indispensable reading for every marketing leader, manager, and business strategist For the first time, marketing can systematically drive top-line revenue growth and long-term business value. Finally, your organization can have a marketing discipline that begins with customer insight and leverages the full benefits of process, creativity, measurement, and collaboration. In this book, legendary marketing innovator Hunter Hastings helps you build that revolutionary marketing organization and use it to achieve unprecedented business results. Discover how to integrate marketing and customer knowledge into everything your company does…leverage technology to identify breakthrough opportunities and marketable innovations…learn faster, act faster, and drive maximum value from every marketing investment you make.

Organizing Marketing and Sales

Mastering Contemporary B2B Challenges

Author: Per Andersson,Björn Axelsson,Christopher Rosenqvist

Publisher: Emerald Group Publishing

ISBN: 1787549704

Category: Business & Economics

Page: 368

View: 9553

Organizing Marketing and Sales offers case studies to demonstrate in detail the kinds of challenges faced by multinational, multiproduct firms. It also draws upon theoretical perspectives in order to examine contemporary challenges in marketing and sales organization.

Hacking Marketing

Agile Practices to Make Marketing Smarter, Faster, and More Innovative

Author: Scott Brinker

Publisher: John Wiley & Sons

ISBN: 1119183219

Category: Business & Economics

Page: 288

View: 7798

Apply software-inspired management concepts to accelerate modern marketing In many ways, modern marketing has more in common with the software profession than it does with classic marketing management. As surprising as that may sound, it's the natural result of the world going digital. Marketing must move faster, adapt more quickly to market feedback, and manage an increasingly complex set of customer experience touchpoints. All of these challenges are shaped by the dynamics of software—from the growing number of technologies in our own organizations to the global forces of the Internet at large. But you can turn that to your advantage. And you don't need to be technical to do it. Hacking Marketing will show you how to conquer those challenges by adapting successful management frameworks from the software industry to the practice of marketing for any business in a digital world. You'll learn about agile and lean management methodologies, innovation techniques used by high-growth technology companies that any organization can apply, pragmatic approaches for scaling up marketing in a fragmented and constantly shifting environment, and strategies to unleash the full potential of talent in a digital age. Marketing responsibilities and tactics have changed dramatically over the past decade. This book now updates marketing management to better serve this rapidly evolving discipline. Increase the tempo of marketing's responsiveness without chaos or burnout Design "continuous" marketing programs and campaigns that constantly evolve Drive growth with more marketing experiments while actually reducing risk Architect marketing capabilities in layers to better scale and adapt to change Balance strategic focus with the ability to harness emergent opportunities As a marketer and a manager, Hacking Marketing will expand your mental models for how to lead marketing in a digital world where everything—including marketing—flows with the speed and adaptability of software.

Winning Adaptive Sales

Accelerate Your Success by Leading with Insights

Author: Lee Hicks

Publisher: Advantage Media Group

ISBN: 9781599327747

Category: Business & Economics

Page: 152

View: 7833

Accelerate Your Success By Leading With Insights You re a sales professional reaching for the next level in your career striving for great client relationships and strategic partnerships. And by beginning your journey with Lee Hicks in WINNING ADAPTIVE SALES, you are taking that first step in transforming your career in sales. It is just that drive that will transform your career in sales as you adapt to the rapidly changing environment bearing down on today s market. Adapting is not simply a choice it s critical to your success. In WINNING ADAPTIVE SALES, Lee Hicks, natural-born coach, leader, and teacher, conveys tactics to take control in transforming your career in sales in order to live a Yes You Can life. You can lift your expectations higher: when you expect more from your organization and yourself, you make true transformation possible. You can reinvent yourself and your organization and achieve more than ever in your career. You can change your world. It all starts here, where you will learn to: ** Target strategic accounts within prioritized vertical markets. ** Leverage social-selling assets to teach online customers and prospects. ** Lead your customer s buying journey. ** Close larger deals faster. ** Exceed your quota . . . and make more money."

Optimize

How to Attract and Engage More Customers by Integrating SEO, Social Media, and Content Marketing

Author: Lee Odden

Publisher: John Wiley & Sons

ISBN: 1118167775

Category: Business & Economics

Page: 243

View: 9750

Outlines an approach to integrating search and social media optimization with content marketing to boost relevance, visibility, and customer engagement, covering such topics as determining creative tactics and measuring value.

The Routledge Companion to the Future of Marketing

Author: Luiz Moutinho,Enrique Bigné,Ajay K. Manrai

Publisher: Routledge

ISBN: 1136242856

Category: Business & Economics

Page: 504

View: 4158

Marketing has changed substantially in the last few years. With more and more research conducted in marketing and consumer behaviour fields, and technological advances and applications occurring on a regular basis, the future of marketing opens up a world of exciting opportunities. Going beyond a state-of-the-art view of the discipline, this innovative volume focuses on the advances being made in many different areas such as; critical thinking, new paradigms, novel conceptualisations, as well as key technological innovations with a direct impact on the theory and practice of marketing. Each chapter presents an expert overview, and an analytical and engaging discussion of the topic, as well as introducing a specific research agenda paving the way for the future. The Routledge Companion to the Future of Marketing provides the reader with a comprehensive set of visionary insights into the future of marketing. This prestigious collection aims to challenge the mindset of marketing scholars, transforming current thinking into new perspectives and advances in marketing knowledge. Foreword Wayne S. DeSarbo, Smeal College of Business, Pennsylvania State Univerity, USA "The Future of Marketing" presents 22 different chapters written by some of the top scholars in the field of Marketing. These 22 chapters are organized into four topical areas: (1) New paradigms and philosophical insights (Chapters 1-5), (2) Contributions from other scientific fields (Chapters 6-9), (3) Reconnecting with consumers and markets (Chapters 10-17), and (4) New methodological insights in scholarly research in the field (Chapters 18-22). Thus, there are a number of diverse areas treated here ranging from futuristic managerial philosophies to state of the art qualitative and quantitative methodologies applicable to the various types of Marketing problems to be faced in the future. There are a number of implicit guidelines (and future research areas and needs) that can be gleaned for (quantitative) modelers in terms of the issues and considerations that their constructed models should explicitly accommodate in future empirical endeavors: Heterogeneity When modeling consumer perceptions, preferences, utility structures, choices, etc., it is important to avoid potential masking issues that aggregate models are subject to in many cases. In the simple case, consider a regression scenario where there are two equal sized segments whose utility functions (as a function of price) are opposite reflections of each other. Aggregating the sample in one large analysis yields a non-significant price elasticity coefficient, whereas estimating separate utility functions by segment displays the true structure in the data. While latent structure and hierarchical Bayesian methods have been developed for disaggregate analyses, a number of methodological issues exist with such existent approaches that provide fertile ground for future research. Competition Many quantitative models are estimated at a brand level and reflect only the efforts of that sole brand. For example, in many customer satisfaction studies, attention is often paid to the consumers of a particular client brand or service in an effort to portray their performance and derive the important drivers of satisfaction. Financial optimization models are then often constructed to examine where a company should invest its resources to best improve sales, retention, word of mouth, loyalty, etc. These studies need to occur in a fully competitive setting where one derives a full picture of the competitive market place. Managers need to know the relative importance of the drivers of satisfaction for their brand/service as well as for their competitors. In addition, knowledge of the relative performance of their brand relative to competitors is necessary information for strategy formation. Ideally, one would hope to see modeling efforts which also examine cross effects in terms of how Brand A’s policy affects other brands. Over time, competitive dynamics are also important as discussed next. Dynamics As seen in the various chapters, this can assume many different manifestations. Related to the previous category above related to competition, it is often necessary to examine competitive dynamics as opposed to comparative statics where the modeler of the future examines simultaneous and/or sequential optimization by each of the competitors in a market place in a game theoretic context. In such a manner, it will not be the case that all competitors end up enacting the same exact identical strategies. Alternatively, the models of the future should be adaptive and have the ability to "learn" from past data, as well as benefit from informed managerial expert input and constraints. Parameter values that change/adapt during the duration of the data are also a desirable feature. Non-Linearity Traditional linear response functions do not typically yield realistic normative managerial guidelines or optimized solutions. End point solutions that suggest "all or none" types of resource allocations are useless in most realistic Marketing applications. A large amount of work is required in this area as Marketing often lacks the strong theory necessary to provide such insight regarding the models that are constructed. In addition, multiple objective functions need to be accommodated with the use of multicriterion optimization methods Endogeneity Often times, there are hidden effects embedded in the various independent variables the Marketer believes are exogenous and truly independent. These may be due to effect of lagged variables, managerial decision making practice, etc. To ignore such effects, threatens the integrity of the models Marketers construct. For example, in traditional regression models, such endogeneity often produces a correlation between the independent variable in question and the error term, often resulting in biased estimates when employing ordinary least-squares estimation. Moderation/Mediation There are times particularly in regression approaches where the relationships between two variables are affected by values of a third variable. In such cases, we need to employ selected interaction effects to measure such moderated effects. Interaction effects are often needed to model the synergistic or catalytic effects of various independent variables. Alternatively, in a mediation regression model, rather than hypothesizing a direct causal relationship between the independent variable and the dependent variable, a mediational model hypothesizes that the independent variable influences the mediator variable, which in turn influences the dependent variable. Thus, such moderator and mediator variables serve to clarify the nature of the relationship between the independent and dependent variables. Marketers need to be aware of such potential inter-relationships. Models Guided by Theory Ideally, the models we construct should be more than just data analytic structures which approximate the relationships found in the data. Where possible, models should be constructed on the basis of available sound Marketing theory describing the process being modeled. One of the advantages of structural equation models is that one can utilize such a methodology to test and implement some a priori theory describing the relationship or causal nature of various inter-related constructs. This feature has been lacking in the general modeling efforts to date. A major reason for this is due to the lack of adequate theory development for most of the processes encountered in Marketing. For example, we have no solid Marketing theory regarding the structure of marketing mix response models. Thus progress must be advanced in such areas so that the models we construct are more robust and explainable. I wish to personally thank the co-editors and various authors of the "Future of Marketing" for opening the door to get a glimpse of the future in the field of Marketing. The hope is that this new book will provide fresh ideas to guide future research to improve the field of Marketing and define the next generation of research efforts as the torch gets passed to future generations.

Marketing the Public Sector

Promoting the Causes of Public and Nonprofit Agencies

Author: Finer

Publisher: Transaction Publishers

ISBN: 9781412828116

Category: Advertising

Page: 360

View: 8813

Handbook of Marketing Scales

Multi-Item Measures for Marketing and Consumer Behavior Research

Author: William O. Bearden,Richard G. Netemeyer

Publisher: SAGE Publications

ISBN: 145226211X

Category: Business & Economics

Page: 552

View: 5856

`Marketing scholars and marketing research practitioners will find this book useful. It offers an excellent sourcebook for a variety of scales, and the reviews of the scales are thoughtful and well crafted. The book includes many of the most widely used scales in the field. Its relatively modest price will also make it particularly attractive' - Journal of Marketing Research This Second Edition of the highly successful Handbook of Marketing Scales is an essential, time-saving resource for all marketing professionals, researchers, and graduate students. After an exhaustive search of the field's major publications, they have included only those measures of most use to researchers.

Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference

Author: Dawn R. Deeter-Schmelz

Publisher: Springer

ISBN: 3319117971

Category: Business & Economics

Page: 343

View: 4172

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2010 Academy of Marketing Science (AMS) Annual Conference held in Portland, Oregon.

Social Media Marketing

Emerging Concepts and Applications

Author: Githa Heggde,G. Shainesh

Publisher: Springer

ISBN: 9811053235

Category: Business & Economics

Page: 226

View: 9906

This book focuses on the role of social media as the next major game-changer. Social media has emerged as the defining trend in the last decade and continues to restructure communication and interactions between individuals, communities, governments and businesses. Researchers and marketers are still struggling with the profound impact of rapidly evolving social media on viral user-generated content, its ability to shape consumer perceptions, and the constantly changing landscape for developing business cases to proactively engage with stakeholders. The growing opportunities to “hear” about customer priorities and concerns on company managed channels as well as third-party review sites, including social media pages, across the digital space are accompanied by the challenges of responding to these conversations in real-time, which calls for a massive shift in the way marketing functions engage in dialogue with customers. As leading users of social media in emerging markets, Indians are increasingly logging into their Facebook and Twitter accounts, with the country recording the highest growth in social networking. This book begins by discussing the impact of social media on marketing, from brand building, communications, and advertising to customization and customer engagement. The book approaches the subject matter systematically, identifying broad trends, concepts and frameworks in the first few chapters. It then goes on to address the varied application of social media in marketing for different sectors. Primarily focusing on understanding digital consumers, the book integrates social media with marketing and the outcome. It also presents new, selected cases of successful digital companies in emerging markets never before considered. Researchers and managers alike will find this book to be a handy reference guide to social media in emerging markets.

Proceedings of the 2009 Academy of Marketing Science (AMS) Annual Conference

Author: Leroy Robinson, Jr.

Publisher: Springer

ISBN: 3319108646

Category: Business & Economics

Page: 241

View: 8613

​Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. This volume includes the full proceedings from the 2009 Academy of Marketing Science (AMS) Annual Conference held in Baltimore, Maryland.​

The Agile Marketer

Turning Customer Experience Into Your Competitive Advantage

Author: Roland Smart

Publisher: John Wiley & Sons

ISBN: 1119223016

Category: Business & Economics

Page: 240

View: 7884

The marketer's guide to modernizing platforms and practices Marketing in the digital era is a whole new game: it's fundamentally about competing on the customer experience. Marketers must integrate a complex set of technologies to capture the customer's digital body language—and thereby deliver the right experiences, at the right times, via the right channels. This approach represents a formidable technological and practical challenge that few marketers have experience with. The methods that enable marketers to meet this challenge are emerging from an unexpected place: the world of software development. The Agile methodologies that once revolutionized software development are now revolutionizing marketing. Agile provides the foundation for alignment between the marketing and product management sides. It can unleash a whole array of new marketing opportunities for growth hacking as well as for "baking" marketing directly into your products or services. Beyond that, as a discipline it can serve as a bridge to strategic alignment, positioning the chief marketing officer alongside the chief product officer as the two primary drivers of the business. Written by a premier practitioner of modern marketing, this book will provide you with: Insights on the evolution of product development and management in the organization—and why marketing must partner with them in the new era An understanding of Agile methods and their application to marketing A plan for integrating Agile with your traditional methods Tactics to drive alignment with product management A pathway to becoming the steward of customer experience Rich with examples, case studies, illustrations, and exercises drawn from the author's wide-ranging experience (from startups to a top global technology company), The Agile Marketer will help you transform marketing in your organization, in spirit and practice—and help realize its critical roles in product management and the customer experience.

Adaptive Decision Making and Intellectual Styles

Author: Francesco Sofo,Cinzia Colapinto,Michelle Sofo,Salvatore Ammirato

Publisher: Springer Science & Business Media

ISBN: 146146708X

Category: Psychology

Page: 114

View: 6579

​This exciting publication provides the reader with a theoretical and practical approach to adaptive decision making, based on an appreciation of cognitive styles, in a cross-cultural context. The aim of this Brief is to describe the role of thinking-through different options as part of the decision-making process. Since cognitive style influences decision behavior, the book will first examine thinking styles, which involve both cognitive and emotive elements, as habits or preferences that shape and empower one’s cognition and emotion. The information contained in this Brief will be a useful resource to both researchers studying decision making as well as to instructors in the higher education sector and to human resource development practitioners, especially those working in international, multi-cultural companies.

Unicist R&D of Adaptive Systems in Business

Author: Peter Belohlavek

Publisher: Blue Eagle Group

ISBN: 9876510630

Category:

Page: N.A

View: 7315

This book is focused on the R&D of the adaptive systems of businesses in order to develop and design solutions for them. It provides the technology to research and develop solutions for growth, innovation and improvement of business processes. It integrates applied research and architectural design. It starts with a research process where the solutions need to be confirmed and ends with a design process developing the architecture of a business, business process or business unit. The research process is homologous to the clinical trials that are developed in medicine. What needs to be confirmed is the efficacy the solution provides, the security and safety of the process and the side effects the solution produces. The solution needs to be considered as a unified field with the system in order to confirm the validity of the remedy . The first step of an R&D process is being able to apprehend the unified field of a business. After this has been achieved, a diagnosing process can begin. This work shows that the solution has to be designed and built considering its utility, aesthetics and solidity. That is why an extreme design process is used (Unicist XD) that includes several pilot tests to ensure the functionality of the solution.