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portada Marketing Analytics: A Practitioner's Guide to Marketing Analytics and Research Methods
Type
Physical Book
Author
Publisher
Language
English
Pages
720
Format
Hardcover
Dimensions
23.4 x 15.7 x 2.1 cm
Weight
1.10 kg.
ISBN13
9789814641364
Categories

Marketing Analytics: A Practitioner's Guide to Marketing Analytics and Research Methods

Ashok Charan (Author) · World Scientific Publishing Company · Hardcover

Marketing Analytics: A Practitioner's Guide to Marketing Analytics and Research Methods - Charan, Ashok

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Synopsis "Marketing Analytics: A Practitioner's Guide to Marketing Analytics and Research Methods"

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.

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