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

Charan, Ashok

Couverture rigide

ISBN 10 : 9814641367 ISBN 13 : 9789814641364

Editeur : World Scientific Publishing Co Pte Ltd, 2015

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 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.

Détails de l'édition

• Éditeur: World Scientific Publishing Co Pte Ltd
• Date d'édition: 2015
• Langue: anglais
• ISBN 10: 9814641367
• ISBN 13: 9789814641364
• Reliure: Relié
• Nombre de pages: 720
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible