Handbook of Marketing Analytics
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Handbook of Marketing Analytics

Methods and Applications in Marketing Management, Public Policy, and Litigation Support

Edited by Natalie Mizik and Dominique M. Hanssens

Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.
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Chapter 15: Industry applications of conjoint analysis

Vithala R. Rao

Abstract

This chapter reviews four applications to provide the unique flavor and demonstrate the versatility of the conjoint analysis method. The following applications are discussed: store location selection, bidding for contracts, evaluating the market value of a change in a product attribute (MVAI), push marketing strategy in a B2B context, and choice of a distribution channel.

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