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Marketing analytics : a practitioner's guide to marketing analytics and research methods / Ashok Charan.

By: Material type: TextPublication details: Singapore : World Scientific, c.2015.Description: xxiv, 694 p. : ill. ; 23 cmISBN:
  • 9789814678575
Subject(s): DDC classification:
  • 658.83 22 CHA
Contents:
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.
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Holdings
Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Book - Borrowing Central Library First floor Alahram 658.83 CHA (Browse shelf(Opens below)) Available 000040367
Total holds: 0

Includes indexes.

Bibliography : p. 675-680.

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.

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