| 000 -LEADER |
|---|
| fixed length control field |
02551nam a22001937a 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
250519b ||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9780000988881 (pbk.) |
| 041 ## - LANGUAGE CODE |
|---|
| Language code of text/sound track or separate title |
English |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
|---|
| Classification number |
658.83 CHA |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Charan, Ashok |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
Marketing analytics : |
| Remainder of title |
a practitioner's guide to marketing analytics and research methods / |
| Statement of responsibility, etc. |
Ashok Charan (author) |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
|---|
| Place of publication, distribution, etc. |
New Jersey : |
| Name of publisher, distributor, etc. |
World scientific publishing, |
| Date of publication, distribution, etc. |
2025. |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
xxiv, 694 p. : |
| Other physical details |
ill. ; |
| Dimensions |
23 cm. |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Includes bibliographical references (pages 675-680) and indexes. |
| 500 ## - GENERAL NOTE |
|---|
| General note |
Summary : 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 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 engineers. Written by a marketing veteran, it is intended to guide marketers as they craft market strategies, and execute their day to day tasks. |
| 505 ## - FORMATTED CONTENTS NOTE |
|---|
| Formatted contents note |
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.<br/><br/> |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
Marketing Research. |
| -- |
Marketing research--Data processing. |
| -- |
Quantitative research. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Koha item type |
Books |
