Overview - HKUST Business School

How Data Analytics Are Used in Marketing

刘佳

A closer look into three main kinds of data-driven marketing analytics – descriptive, predictive and pre ...

data analytics marketing analytics marketing strategy decision making

How to Market a Product’s Unexpected Benefit

WADHWA, Monica | CHATTOPADHYAY, Amitava | KIM, Christine | 王文博

Every so often, a company learns that its product has unanticipated additional benefits. For instance, the bra ...

marketing analytics customer behavior product assortments tacit coordination

Harbingers of Failure

林松

Managing new products is important for many firms. One challenging problem is how to predict the success of a ...

cutting-edge research in business marketing analytics product failure early adopters preference heterogeneity

Harbingers of Product Failure (and Success)

林松

Managing new products is important for many firms. One challenging problem is how to predict the success of a ...

layperson talk marketing strategy new products lead users marketing analytics

Harbingers of Failure

ANDERSON, Eric T | 林松 | SIMESTER, Duncan | TUCKER, Catherine

Managing new products is important for many firms. One challenging problem is how to predict the success of a ...

marketing analytics product failure early adopters preference heterogeneity

Under Pressure: Consumers’ Responses to Context-based Marketing

川口康平 | UETAKE, Kosuke | WANATABE, Yasutora

Consumer demographics, product attributes, and purchase history has long been at the heart of marketing commun ...

consumer behavior marketing strategy marketing analytics purchase decision

BizInsight@HKUST