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Samenvatting Marketing intelligence READER

Volledige samenvatting van de artikelen uit de reader 2018/2019 leerjaar 3. 1. Mapping the boundaries of Marketing: What needs to be known?' door Kumar, Keller & Lemon voor JoM/AMA(2016) 2. Hfd 1 uit 'Return on Creativiy - Accountable werken volgens De Utrechtse Shool, DUS!' door vd Veen, Cox, Kamphuis (2013): pag 7 tm 12 3. Waar staat marktonderzoek over 10 jaar?' door Huisman voor CLOU (2018) 4. ‘Kwalitatief onderzoek – het hoe & waarom’ dan wel ‘De essentie van kwalitatief onderzoek’ door 5. Scholl ism MOA (2010) Over de kwaliteit van Onderzoeksdata’ door Cox, Kamphuis, de Boer (2016) 6. The Network is the Message – Fase 1 Het net ophalen’ door HU event. icm blogreeks 7. Frankwatching? (2016) The Best Tools for Consumer Insights: Lessons From Google BrandLab' (2016) 7. The Best Tools for Consumer Insights: Lessons From Google BrandLab' (2016) 8. Waarde Propositie Ontwerp-Preview' door Osterwalder et al (2014) 9. Customer Experience: Creating value through transforming customer journeys' McKinsey, dec. 2016 (pag 3 (8) - 29 én 37- 45) 10. Customer Experience: Creating value through transforming customer journeys' McKinsey, dec. 2016 (pag. 52-57en 64-87) 11. Marketingfacts Jaarboek 2015-2016: 'Top Topic 9 Big Data' pag 435 - 443 (2015) 12. ’Verschil moet er zijn:betere segmentatie door het combineren van databronnen’ door Eberhardt et al, MOA (2016) 13. How Analytics and Machine Learning Help Organizations Reap Competitive Advantage' door 14. MIT Technology Review ism Google Analytics (2016) 'Algoritmen aan de macht', door Hal 15. Hodson(mei 2015) in New Scientist 16. Marketingfacts Jaarboek 2015-2016: 'Top Topic 7 Psychologie' (2015) pag. 351-361 17. De redenloze consument-over framing in marketing' door Anre Maas (2013) pag. 11-25 18. Hfd 3 ‘Behoeften, doelen en de theorie van het geplande gedrag’ (p. 66-81) uit ‘Beïnvloeden en veranderen van gedrag’ van C.J. Wiekens (2012), uitg Adformatie #10 'Neuromarketing - Negen (voor)oordelen opnieuw ter discussie' (2016) 19. Hfd 2 uit 'Return on Creativiy - Accountable werken volgens De Utrechtse Shool, DUS!' door vd Veen, Cox, Kamphuis (2013). Pag 13 tm 19

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