LIBROS DEL AUTOR: michel wedel

3 resultados para LIBROS DEL AUTOR: michel wedel

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  • Market Segmentation
    Michel Wedel / Wagner A. Kamakura
    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 ...
    Disponible

    367,00 €

  • Eye Tracking for Visual Marketing
    Michel Wedel / Rik Pieters
    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 st...
    Disponible

    94,63 €

  • Building Models for Marketing Decisions
    Dick R. Wittink / Michel Wedel / Peter S.H. Leeflang
    This book is about marketing models and the process of model building. Our primary focus is on models that can be used by managers to support marketing decisions. It has long been known that simple models usually outperform judgments in predicting outcomes in a wide variety of contexts. For example, models of judgments tend to provide better forecasts...
    Disponible

    464,13 €