100+ Registered Corporations: If your organization is listed, register with your corporate email to use the guide.
In the age of analytics, this multimedia platform serves as a comprehensive guide to marketing management, covering the underlying concepts and their application. As can be seen from the snippets, the focus is not on the statistical theory, but more on the application of new analytics techniques and established research methods to enhance the marketing mix.
As advances in technology transform the very nature of marketing, there has never been greater need for marketers to learn marketing.
Essentially a practitioner’s guide to marketing management in the 21st century, the Marketing Analytics web learning platform blends the art and the science of marketing to reflect how the discipline has matured in the age of analytics.
Application oriented, it fuses marketing concepts with the analytical tools that practitioners use, to impart an understanding of how to interpret and apply research information and big data.
The focus is primarily on the practical application of well-established tools, techniques and processes, as the platform sifts through all elements of the marketing mix.
Over 100 Registered Corporations: If your organization is listed, register with your corporate email to use the online guide.
It is only apt that a book on Marketing Analytics should exemplify the use of digital technology. Unlike passive eBooks that replicate print versions in their original linear state, the online guide is a full-blown, multi-media platform that greatly enhances the reader’s experience.
As a website, it is dynamic, fluid, and connected with relevant and useful content, both within and beyond the platform. That it is continually updated and enhanced, keeps the guide evergreen, abreast of the latest developments in a the rapidly evolving fields of analytics and digital marketing. (In addition to numerous updates, over 100 new sections and four new chapter have been added, in the two years since the platform was set-up).
It is interactive with the facilities such as (shareable) notes/comments at any of the approximately 500 sections in the guide. The question papers/exercises allow subscribers to view answers and explanations. The site also supports business analytic platforms so that students can practise as they learn.
The online guide is made available on an annual subscription basis. Subscribers login with their email ID and password.
Case I Shopper Trends — Food and Grocery Shopping in Singapore
Chapter 4 Qualitative Research
Chapter 5 Quantitative Research
Chapter 6 Customer Satisfaction and Customer Value
Chapter 7 Consumer Analytics and Consumer Panels
Chapter 8 Consumer Analytics and Big Data
Case II Vizag
Case III Hectomalt
Chapter 9 New Product Development
Case IV Hecto Grow
Chapter 21 Digital — Execution
Chapter 22 How Advertising Works
Chapter 23 Advertising Analytics
Case V Yakult
Chapter 30 Sales and Distribution
Chapter 31 Category Management
Case VI Little People
Case VII Inulas
Chapter 34 Market Mix Modelling