Data-Driven Marketing for Strategic Success

Albérico Travassos Rosário (Curatore)

Rui Nunes Cruz (Curatore)

IGI Global, 2024

In the field of modern marketing, a pivotal challenge emerges as traditional strategies grapple with the complexities of an increasingly data-centric world. Marketers, researchers, and business consultants find themselves at a crossroads, navigating the intricate intersection of data science and strategic marketing practices. This challenge serves as the catalyst for Data-Driven Marketing for Strategic Success , a guide designed to address the pressing issues faced by academic scholars and professionals alike. This comprehensive exploration unveils the transformative power of data in reshaping marketing strategies, offering a beacon of strategic success in a sea of uncertainty. This book transcends the realm of traditional marketing literature. It stands as a useful resource, not merely adding elements to ongoing research but shaping the very future of how researchers, practitioners, and students engage with the dynamic world of data-driven marketing. It is strategically tailored to reach a diverse audience, offering valuable insights to academics and researchers exploring advanced topics, practitioners in the marketing industry seeking practical applications, and graduate students studying data science, marketing, and business analytics. Policymakers, ethicists, and industry regulators will find the dedicated section on ethical considerations particularly relevant, emphasizing the importance of responsible practices in the data-driven marketing landscape. Covering foundational concepts and advanced applications, the book delves into customer segmentation, predictive analytics, sentiment analysis, marketing attribution modeling, dynamic pricing optimization, ethical considerations, and future trends. Real-world case studies provide practical insights for marketers and data scientists, ensuring a comprehensive understanding of the transformative potential of data science in marketing. Data-Driven Marketing for Strategic Success is an indispensable compass, guiding both scholarly discussions and practical success in the ever-evolving domain of modern marketing through the strategic integration of data.

• Curatore: Albérico Travassos Rosário, Rui Nunes Cruz
• Editore: IGI Global
• Collana: Advances in Marketing, Customer Relationship Management, and E-Services
• Anno: 2024
• Rilegatura: Paperback / softback
• Pagine: 459 p.
• Dimensioni: 254 x 178 mm
• EAN: 9798369349144

Testo in English