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

By: Material type: TextTextPublication details: New Jersey, World Scientific, 2022.Description: xxiv, 694 pages : chiefly color illustrations ; 23 cmISBN:
  • 978000098881
Subject(s): DDC classification:
  • 658.83 CHA
Contents:
Brand Brand and brand image Segmentation Brand equity Consumer Qualitative research Quantitative research Customer satisfaction and customer value Consumer panels Consumer analytics and big data Product New product development Product design Product validation Advertising How advertising works New media Digital marketing Advertising research Price and promotion Price Promotion Market mix modelling Retail Retail tracking Retail analytics Sales and distribution Category management References Subject index Company and product index People and place index
Summary: The digital age has transformed the very nature of marketing. Armed with digital devices, consumers are increasingly hanging out on the internet.
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Books Institute of Public Enterprise, Library S Campus 658.83 CHA (Browse shelf(Opens below)) Available 46907

Brand
Brand and brand image
Segmentation
Brand equity
Consumer
Qualitative research
Quantitative research
Customer satisfaction and customer value
Consumer panels
Consumer analytics and big data
Product
New product development
Product design
Product validation
Advertising
How advertising works
New media
Digital marketing
Advertising research
Price and promotion
Price
Promotion
Market mix modelling
Retail
Retail tracking
Retail analytics
Sales and distribution
Category management
References
Subject index
Company and product index
People and place index

The digital age has transformed the very nature of marketing. Armed with digital devices, consumers are increasingly hanging out on the internet.

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