Overview

The digital age has transformed the very nature of marketing. Armed with smartphones, tablets, PCs and smart TVs, consumers are increasingly hanging out on the internet. Cyberspace has changed the way they communicate, and the way they shop and buy. This fluid, de-centralized and multidirectional medium is changing the way brands engage with consumers.At the same time, technology and innovation, coupled with the explosion of business data, has fundamentally altered the manner we collect, process, analyse and disseminate market intelligence. The increased volume, variety and velocity of information enables marketers to respond with much greater speed, to changes in the marketplace. Market intelligence is timelier, less expensive, and more accurate and actionable.Anchored in this age of transformations, Marketing Analytics is a practitioner's guide to marketing management in the 21st century. The text devotes considerable attention to the way market analytic techniques and market research processes are being refined and re-engineered. Written by a marketing veteran, it is intended to guide marketers as they craft market strategies, and execute their day to day tasks.For access to lecture presentations, case study datasets, and information on the topics covered in the text, visit the book's website at: http: //bizfaculty.nus.edu/site/bizakc/MarketingAnalytics Contents: Brand: Brand and Brand ImageBrand EquityCase I Shopper Trends Food and Grocery Shopping in Singapore Consumer: SegmentationQualitative ResearchQuantitative ResearchCustomer Satisfaction and Customer ValueConsumer PanelsConsumer Analytics and Big DataCase II VizagCase III Hectomalt Product: New Product DevelopmentProduct DesignProduct ValidationCase IV Hecto Grow Advertising: How Advertising WorksNew MediaDigital MarketingAdvertising Research Price and Promotion: PricePromotionMarket Mix ModellingCase V Yakult Retail Retail TrackingRetail AnalyticsSales and DistributionCategory ManagementCase VI Little PeopleCase VII Inulas Appendices: SamplingGain loss Algorithms: Assumptions/LimitationsReferencesSubject IndexCompany and Product IndexPeople and Place Index Readership: Marketing professionals in consumer marketing firms, research agencies, consultancies and analytics firms; business management students, particularly those who are interested in pursuing careers in consumer marketing.Key Features: According to an ex-P&Ger, P&G was like a marketing university. You were always learning. And what you learnt was not taught at business schools. Not surprisingly P&Gers are highly valued. A LinkedIn search by AdvertisingAge in 2012 revealed that there were 100 CMOs of other companies who started their careers at P&G. The company has produced an even greater number of CEOs (713 based on AdvertisingAge's search) including marketers such as Bart Becht, Mitch Barns, Fabrizio Freda and Paul Polman.But, what if you are not one of the fortunate few to have benefited from the P&G University or the School of Unilever?You would expect that there would be a book or two that you could refer to. But oddly enough, while there are plenty of books on marketing, until now, there were none that were truly practitioner oriented. Ashok has been teaching for over 10 years, without pr

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