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Charan, Ashok.

Marketing analytics : a practitioner's guide to marketing analytics and research methods / Ashok Charan. - London World Scientific Publishing co pte ltd 2015 - xxiv, 694 pages : chiefly color illustrations ; 23 cm

Includes bibliographical references (pages 675-680) and indexes.

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.

ISBN: 9789814641364 9789814678575 (pbk.)

LCCN: 2014041299

Subjects--Topical Terms:
Marketing research--Data processing.
Quantitative research.

LC Class. No.: HF5415.2 / .C3833 2015

Dewey Class. No.: 658.83 / CHA