Marketing analytics: a practitioner's guide to marketing analytics and research methods

By:

Charan, Ashok

Material type: Text

TextPublication details: World Scientific Publishing Singapore 2023Description: xxiv, 694 pISBN:

9780000988881

Subject(s):

DDC classification:

658.83 CHA

Summary: 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. (https://www.worldscientific.com/worldscibooks/10.1142/9382#t=aboutBook)

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.83 CHA (Browse shelf(Opens below))	1	Available		006468

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Previous	658.83 BER Marketing research	658.83 BRA Questionnaire design: how to plan, structure and write survey material for effective market research	658.83 BUR Marketing research	658.83 CHA Marketing analytics: a practitioner's guide to marketing analytics and research methods	658.83 GRE Research for marketing decisions	658.83 GRE The handbook for focus group research	658.83 GRI Marketing analytics: a practical guide to improving consumer insights using data techniques	Next

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.

(https://www.worldscientific.com/worldscibooks/10.1142/9382#t=aboutBook)

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