In the age of analytics, The Marketing Analytics Practitioner’s Guide serves as a comprehensive guide to marketing management, covering the underlying concepts and their application.
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 guide blends the art and the science of marketing to reflect how the discipline has matured in the age of analytics.
Application oriented, it imparts an understanding of how to interpret market intelligence and use analytics and marketing research for taking day-to-day marketing decisions, and for developing and executing marketing strategies.
Article — Redefining how we learn marketing.
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