TY  - GEN
AU  - Charan, Ashok
TI  - Marketing analytics: A practitioner's guide to marketing analytics and research methods
SN  - 978-000-0988-881
U1  - 658.8/Cha 
PY  - 2022///
CY  - New Jersey
PB  - World Scientific (1 January 2020)
KW  - Busines Growth
KW  - Sustainability
KW  - Happiness and well being
N1  - Contents:
Brand:
Brand and Brand Image
Brand Equity
Case I Shopper Trends — Food and Grocery Shopping in Singapore
Consumer:
Segmentation
Qualitative Research
Quantitative Research
Customer Satisfaction and Customer Value
Consumer Panels
Consumer Analytics and Big Data
Case II Vizag
Case III Hectomalt
Product:
New Product Development
Product Design
Product Validation
Case IV Hecto Grow
Advertising:
How Advertising Works
New Media
Digital Marketing
Advertising Research
Price and Promotion:
Price
Promotion
Market Mix Modelling
Case V Yakult
Retail
Retail Tracking
Retail Analytics
Sales and Distribution
Category Management
Case VI Little People
Case VII Inulas
Appendices:
Sampling
Gain–loss Algorithms: Assumptions/Limitations
References
Subject Index
Company and Product Index
People and Place Index

N2  - The digital age has transformed the very nature of marketing. Armed with smartphones, tablets, PCs and smart TVs, consumers are increasingly hanging out on the internet. Cyberspace has changed the way they communicate, and the way they shop and buy. This fluid, de-centralized and multidirectional medium is changing the way brands engage with consumers.

At the same time, technology and innovation, coupled with the explosion of business data, has fundamentally altered the manner we collect, process, analyse and disseminate market intelligence. The increased volume, variety and velocity of information enables marketers to respond with much greater speed, to changes in the marketplace. Market intelligence is timelier, less expensive, and more accurate and actionable.

Anchored in this age of transformations, Marketing Analytics is a practitioner's guide to marketing management in the 21st century. The text devotes considerable attention to the way market analytic techniques and market research processes are being refined and re-engineered. Written by a marketing veteran, it is intended to guide marketers as they craft market strategies, and execute their day to day tasks.

For access to lecture presentations, case study datasets, and information on the topics covered in the text, visit the book's website at: http://bizfaculty.nus.edu/site/bizakc/MarketingAnalytics
ER  -