Seven Summits of Marketing Research

Decision-based Analytics for Marketing's Toughest Problems

"Seven Summits of Marketing Research" reaches new heights in showing firms how to maximize their marketing ROI. It proposes a set of decision-based analytics for addressing seven of marketing's toughest problems, avoiding the tendency of existing methods to fall short on delivering to the bottom line. The book comes with decision software that allows users to explore alternative scenarios of resource allocation.

The book's path - from its inception as a joint collaboration between academic and practitioner colleagues, to its delivery using state-of-the-art models and decision software - makes it uniquely able to raise the standards of marketing measurement and practice.

Overview of Material

• Market Definition-Establishing the boundaries of analysis.
• Market Segmentation-Understanding the needs of potential customers.
• Customer Satisfaction-Identifying the drivers of brand value.
• Product Analysis-Relating needs to wants.
• Price Analysis-Translating wants into demand.
• Advertising Analysis-Incorporating brand belief and consideration effects.
• Optimization-Coordinating product, price and promotion decisions.

About the Authors

Greg M. Allenby
Helen C. Kurtz Chair in Marketing and Professor of Marketing and Statistics,
The Ohio State University Fisher College of Business

Jeff D. Brazell
CEO and co-founder of the Modellers, a firm that conducts high-end quantitative research for Fortune 100 companies