GEODEMOGRAPHICS FOR MARKETERS: USING LOCATION ANALYSIS FOR RESEARCH AND MARKETING (MARKETING SCIENCE)
Book ID/图书代码： 07682016B87197
English Summary/英文概要： Geodemographics, the process of analyzing survey data to profile economic and demographic characteristics of populations, is a successful data-driven analysis tool for marketers. Geodemographic classifications are widely embedded in customer databases and market research datasets.
Written by a leading UK authority on geodemographics, Geodemographics for Marketers provides marketers with the know-how to leverage it as an effective research tool to identify location-based segments for highly targeted marketing. International in scope and impartial in its approach, this book demonstrates how to implement geodemographics techniques for practical application in retail, financial services and telecommunications as well as the public sector.
Geodemographics for Marketers includes numerous case studies, from the automotive, retail and telecommunications sectors to the public sector, that illustrate core concepts and how they can be applied to gain positive results. The book also incorporates the newly introduced generation of classifications, as well as a discussion of the key decisions of the proposed 2021 census.
Chinese Summary/中文概要： 地域人口统计学是一种通过分析调查数据生成经济及人口统计特征的过程，对于市场营销者而言是一种成功的以数据为驱动力的分析工具。客户数据库及市场调研数据库中广泛包含地域人口统计学分类。
《针对市场营销者的地域人口统计学》由业内知名的英国权威作家撰写，为市场营销者提供了利用这一有效的研究工具来确定当地细分市场的实用方法。本书涉及全球范围，所提供的方法客观公正，展示了如何在零售业、金融服务业、通讯业等领域灵活运用地域人口统计学技术。
《针对市场营销者的地域人口统计学》包含大量的案例研究，从汽车行业、零售业、通讯业、到公共事业，阐述了核心理念以及如何将这些核心理念运用到实践中、以达到良好效果。书中还包含了最新的分类方式，以及针对2021人口普查的关键决定的探讨。(LYR)
Awards/获奖情况：“本书可读性强，作者Barry Leventhal提供了及时的有关地域人口统计学的调查，地域人口统计学作为一种营销及商业分析工具，已经发展了40余年，作者探讨了过去40年改统计学使用方法的演变以及未来在大数据时代它将如何继续演变。书中清晰的阐述了地域人口统计学的价值。这本书不仅是一本出色的“实用指南”，还包含了人口普查的案例。”——Paul Allin，伦敦帝国学院统计学客座教授
“由Barry Leventhal 撰写的《针对市场营销者的地域人口统计学》对于该专业的学生和从业者而言都是一本必读书物。书中提供了有关标准及新方法的指导，针对“大数据”的见解，以及有关一系列商业应用的信息。这本书时商业从业者与学术领域结合的杰作。”——Philip Rees，利兹大学地理系
“《针对市场营销者的地域人口统计学》是办公室书架上不可或缺的一类读物。书中内容全面、实用相关。如果你对地域人口统计学的缘由、方式和结果感兴趣，这将是一本理想的读物。”——Emma White，数学系博士，南安普顿大学
"Barry Leventhal has provided a timely and very readable survey of geodemographics as a marketing and commercial analysis tool, and how usage has developed over 40 years and continues to evolve in the era of big data. The value of geodemographics is clearly presented, including through contributions from a dozen leading experts steeped in relevant applications in business or public policy. This is more than an excellent “how to” guide, with its practical and usable information on techniques and data sources, because it also adds to the case for censuses of the population as a vital component of national data."
(Paul Allin, Visiting Professor in Statistics Imperial College London)
"Geodemographics for Marketers, authored by Barry Leventhal and a star list of geodemographic analysts, is a must-read for students and practitioners in the field. The book provides guidance on standard and new methods, insights into “Big Data” and information on a range of commercial applications, unlocked for a wider audience by Barry’s networking skills. This book is a masterpiece of co-production between commercial practitioners and academics. We can all be grateful that Mrs Leventhal asked her husband in spring 2014, ’Why don’t you write a book?’"
(Philip Rees CBE FBA AcSS FRGS, Professor Emeritus, School of Geography University of Leeds)
"Geodemographics for Marketers is that rare book on the office shelf – engaging, comprehensive, relevant and eminently practical. If you’re interested in the why, how and “so what” of geodemographics, look no further. The answers are here."
(Emma White, Doctor of Mathematics, ADRC-E University of Southampton)
About the Author/作者介绍： Barry Leventhal 攥写过多本有关地域人口统计学与数据采掘的著作。他曾荣获过市场调研协会颁发的调研方法论创新大奖以及其他诸多奖项。目前，他拥有自己的咨询公司BarryAnalytics， 开展培训课程。
Barry Leventhal has written widely on geodemographics and data mining. He is a past winner of the MRS (Market Research Society) award for Innovation in Research Methodology, the MRS Silver Medal, and an Emerald Citation of Excellence. Currently, he leads his own consulting company, BarryAnalytics and delivers training courses.
Format:
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
Sales in other countries/其他国家销售情况：
原文第一章内容：暂无
手稿：暂无
大纲：暂无