World Scientific
Skip main navigation

Cookies Notification

We use cookies on this site to enhance your user experience. By continuing to browse the site, you consent to the use of our cookies. Learn More
×

System Upgrade on Tue, May 28th, 2024 at 2am (EDT)

Existing users will be able to log into the site and access content. However, E-commerce and registration of new users may not be available for up to 12 hours.
For online purchase, please visit us again. Contact us at customercare@wspc.com for any enquiries.
The Marketing Analytics Practitioner's Guide cover
IMPORTANT!
This ebook can only be accessed online and cannot be downloaded. See further usage restrictions.

As the use of analytics becomes increasingly important in today's business landscape, The Marketing Analytics Practitioner's Guide (MAPG) provides a thorough understanding of marketing management concepts and their practical applications, making it a valuable resource for professionals and students alike.

The four-volume compendium of MAPG provides an in-depth look at marketing management concepts and their practical applications, equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing, reflecting the discipline's evolution in the era of data analytics. Whether you're a seasoned marketer or new to the field, the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.

Teaching materials are available to instructors who adopt any textbooks in the set for their courses. Please contact Prof Ashok Charan at ashok.charan@gmail.com. More information at https://www.ashokcharan.com/MarketingAnalytics/index.php.

Request Inspection Copy

Contents:
  • Volume 1: Brand and Consumer:
    • Preface
    • About the Author
    • Brand:
      • Brand Sensing
      • Brand Equity
      • Case I: Shopper Trends
    • Consumer:
      • Segmentation
      • Qualitative Research
      • Quantitative Research
      • Customer Satisfaction and Customer Value
      • Consumer Analytics and Consumer Panels
      • Consumer Analytics and Big Data
      • Case II: Vizag
      • Case III: Hectomalt
    • References
    • Subject Index
    • Company and Product Index
    • People and Place Index
  • Volume 2: Product, Advertising, Packaging, Biometrics, Price and Promotion:
    • Preface
    • About the Author
    • Product:
      • New Product Development
      • Product Design
      • Product Validation
      • Case IV: Hecto Grow
    • Advertising, Packaging and Biometrics:
      • How Advertising Works
      • Advertising Analytics
      • Packaging
      • Biometrics
    • Price and Promotion:
      • Price
      • Promotion
      • Case V: Yakult
    • References
    • Subject Index
    • Company and Product Index
    • People and Place Index
  • Volume 3: Digital Marketing:
    • Preface
    • About the Author
    • Digital Marketing:
      • New Media
      • Digital Marketing
      • Facebook
      • Twitter
      • Instagram
      • YouTube
      • LinkedIn
      • Search Engine Optimization
      • Search Advertising
      • Web Analytics
      • Digital — Execution
    • References
    • Subject Index
    • Company and Product Index
    • People and Place Index
  • Volume 4: Retail and Statistics:
    • Preface
    • About the Author
    • Retail:
      • Retail Tracking
      • Sales and Distribution
      • Retail Analytics
      • Category Management
      • Case VI: Little People
      • Case VII: Inulas
    • Statistics for Marketing Analytics:
      • Basic Statistics
      • Sampling
      • Marketing Mix Modelling
    • References
    • Subject Index
    • Company and Product Index
    • People and Place Index
Readership: Undergraduate and graduate students, researchers and practitioners specialising in the fields of marketing and marketing analytics.