Marketing Mix

Ian Chaston
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Ian Chaston: University of Auckland

Chapter 7 in Internet Marketing and Big Data Exploitation, 2015, pp 116-133 from Palgrave Macmillan

Abstract: Abstract Marketing planning and execution is a managerial process that is highly reliant upon external information. Until recently, internal organisational data from customer activity such as orders, pricing and delivery were complemented by the use of conventional market research to enhance understanding or close information gaps. The drawback with conventional market research is that the methodology is asynchronous, never or infrequently repeated because of high cost, based upon a small sample which limits the ability to undertake micro-analysis and data may be biased by non-response error.

Keywords: Short Message Service; Redemption Rate; Brand Awareness; Sales Promotion; Online Channel (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-48896-1_7

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DOI: 10.1057/9781137488961_7

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