000			01834nam a22001937a 4500
005			20241121124615.0
008			241121b |||||||| |||| 00| 0 eng d
020			_a9780000988881
082			_a658.83 _bCHA
100			_aCharan, Ashok _918772
245			_aMarketing analytics: _ba practitioner's guide to marketing analytics and research methods
260			_bWorld Scientific Publishing _aSingapore _c2023
300			_axxiv, 694 p.
365			_aINR _b1545.00
520			_aThe 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)
650			_aMarketing
650			_aAnalytics -- Marketing _918773
942			_cBK _2ddc
999			_c7896 _d7896