Marketing Analytics: A Practitioner*s Guide To Marketing Analytics And Research Methods

Ashok Charan

ISBN 10: 000098888X / ISBN 13: 9780000988881

Published by World Scientific, 2020

About this Item

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Seller Inventory # ERICA758000098888X5

Bibliographic Details

• Title: Marketing Analytics: A Practitioner*s Guide To Marketing Analytics And Research Methods
• Publisher: World Scientific
• Publication Date: 2020
• Language: English
• ISBN 10: 000098888X
• ISBN 13: 9780000988881
• Binding: Paperback
• Condition: New
• Book Type: book

About this title

Synopsis

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 reengineered. Written by a marketing veteran, it is intended to guide marketers as they craft market strategies, and execute their day to day tasks.