دانلود مقاله یک دهه تحلیل بازاریابی و بیشتر
خلاصه
ضمیمه
Abstract
Appendix
چکیده
مجله تحلیل بازاریابی در سال 2013 توسط پالگریو مک میلان از ادغام مجله هدف گذاری، اندازه گیری و تجزیه و تحلیل برای بازاریابی (2001-2012) و مجله بازاریابی پایگاه داده و مدیریت استراتژی مشتری (2001-2012) (ABDC) ایجاد شد. ، با دکتر تام بروئر به عنوان اولین سردبیر آن. تیم JMA مایل است از دکتر تام بروئر برای کار و تفکر نوآورانه او در شروع این پروژه تشکر کند. JMA یک مجله معتبر است که چهار شماره چاپی و آنلاین را در سال منتشر می کند، یک منبع واحد در دسترس را برای حوزه تحلیل های بازاریابی در حال تغییر فراهم می کند، بهترین تحقیقات علمی کاربردی و بهترین شیوه های تجاری را ترکیب می کند و هدف گذاری، تقسیم بندی، کلان داده، وفاداری مشتری، CRM، مدیریت کیفیت داده، استراتژی بازاریابی و موارد دیگر. این مجله همچنین شامل رویکردهای تحلیلی پیچیده، مانند تجزیه و تحلیل مقایسه ای کیفی مجموعه فازی، بررسی محصول، و مدل سازی چند سطحی برای بهبود هدف گذاری محله است. این ابزاری را فراهم می کند تا در مورد این زمینه که به سرعت در حال تغییر است مطلع شوید و از قدرت داده ها برای دستیابی به مزیت رقابتی پایدار استفاده کنید.
Abstract
The Journal of Marketing Analytics was created in 2013 by Palgrave Macmillan from the merger of the Journal of Targeting, Measurement, and Analysis for Marketing (2001–2012) and the Journal of Database Marketing and Customer Strategy Management (2001–2012) (ABDC), with Dr. Tom Breuer as its first editor-in-chief. The JMA team would like to thank Dr. Tom Breuer for his work and innovative thinking in starting this project. The JMA is a peer-reviewed journal that publishes four print and online issues per year, provides a single accessible resource for the rapidly changing field of marketing analytics, combines the best of applied scientific research and commercial best practices, and covers targeting, segmentation, big data, customer loyalty, CRM, data quality management, marketing strategy, and more. The journal also includes sophisticated analytic approaches, such as fuzzy-set qualitative comparative analysis, product reviews, and multilevel modeling to improve neighborhood targeting. It provides a means to stay informed about this rapidly changing field and leverage the power of data to achieve sustainable competitive advantage.
The Journal of Marketing Analytics is a publication addressing this blossoming field by combining applied research and practice papers. Its unique combination of academic research and insights from commercial best practices makes it a valuable resource for both scholars and practitioners. The journal aims to blend rigorous scientific research methods with the applicability of real-world case studies. Papers are selected through a double-blind review process based on their content and merit, ensuring the publication of the best papers in the field. JMA is designed to help scholars and academics stay informed about the latest developments in the science of marketing analytics and help professionals in marketing analytics stay abreast of the latest trends and implications of cutting-edge analytics research.
In today’s competitive markets, merely storing and reporting information is insufficient. Companies must possess the ability to comprehend vast amounts of data, apply insights to their market approach, respond to new competitors, and adapt to shifting market conditions. To achieve this, marketing analytics has become a central component of data-driven decision-making. Companies can no longer rely solely on intuition to make decisions, as data are now a crucial source of sustainable competitive advantage. While new products can be quickly replicated, leveraging data strategically remains one of the few effective ways companies can stand out in a globalized world, where employees are less loyal and businesses are frequently on the move.