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.
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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.
Ashok Charan is a renowned expert in the fields of marketing analytics and digital marketing. He is the author of several books on these topics, the creator of the Destiny marketing simulator, and the developer of various tools and solutions for practitioners, such as MarketingMind, an eGuide for consumer analysts and marketing professionals.
A marketing veteran, he has over 25 years of industry experience in general management, corporate planning, business development, market research and marketing. Prior to joining academia full-time, Ashok worked with Unilever and Nielsen where he assumed a number of leadership roles including Managing Director for Singapore, and Regional Area Client Director for the Asia Pacific region. His experience spans both business and consumer marketing, and he continues to consult in the areas of marketing analytics and research, business intelligence platforms and data integration.
Ashok is an engineering graduate from the Indian Institute of Technology, Delhi, and a post-graduate in business management from the Indian Institute of Management, Calcutta.