El Marketing según Kotler

Se trata de una de las joyas escritas por Philip Kotler, considerado como uno de los gurús del Marketing.

El Marketing según Kotler es un perfecto resumen de todos los textos del autor en el que abundan referencias  a sus prestigiosos seminarios. A través de una lectura fácil, ágil y directa el lector pasará por todas las áreas del marketing, desde la evaluación de lo que necesitan y desean los consumidores hasta la creación de consumidores a largo plazo pasando por el desarrollo del interés por la marca.

Es considerada como una obra fundamental para todo aquél interesando en el marketing.

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This another jewel written by Philip Kotler, considered as one tof main gurus in Marketing.

Kotler on Marketing: How to Create, Win and Dominate Markets offers his essential guide to marketing for managers, freshly written based on his phenomenally successful worldwide lectures on marketing. It covers from what the consumers need and want until the creation of long-term customers going also throughout the development of the Brand.

It is considered as a basic and key book for those people interested in Marketing.

Data Mining Techniques: For Marketing, Sales and Customer Relationship Management

Data Mining Techniques: For Marketing, Sales and Customer Relationship Management de Michael J.Berry y Gordon S. Linoff es un libro ideal como primera toma de contacto con la Minería de Datos.

Muestra una visión general de lo que es la Minería de Datos y las distintas técnicas disponibles para llevarla a cabo: Market Basket Analysis, Memory Based Reasoning, Automatic Cluster Detection, Link Analysis, Decision Trees, Artificial Neural Networks, Regression Analysis. Todo ello sin llegar a entrar en detalle en el aspecto estadístico o matemático de cada técnica.

Lo mejor son los ejemplos de cómo aplicar cada técnica a diferentes casos prácticos y lo amena que se hace su lectura.

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Data Mining Techniques: For Marketing, Sales and Customer Relationship Management written by Michael J.Berry and Gordon S. Linoff is the ideal reference as first Data Mining book.

This book gives an overview of what data mining is and the tools available to perform it; Market Basket Analysis, Memory Based Reasoning, Automatic Cluster Detection, Link Analysis, Decision Trees, Artificial Neural Network, Regression Analysis. In each case the authors describe the principles behind the tool, its strengths and weaknesses, but they don’t go into the statistical and mathemathical details behind each tecnique.

The best of the book is that it is easy to read and includes many examples from their experience of data mining in the real world.