3 Review(s)

The digital age has transformed the very natureof marketing. Armed with smartphones,tablets, PCs and smart TVs, consumers areincreasingly hanging out on the internet.Cyberspace has changed the way theycommunicate, and the way they shop and buy.This fluid, de-centralized and multidirectionalmedium is changing the way brands engagewith consumers.At the same time, technology and innovation,coupled with the explosion of business data,has fundamentally altered the manner wecollect, process, analyse and disseminatemarket intelligence. The increased volume,variety and velocity of information enablesmarketers to respond with much greaterspeed, to changes in the marketplace. Marketintelligence is timelier, less expensive, andmore accurate and actionable.Anchored in this age of transformations,Marketing Analytics is a practitioner’s guide tomarketing management in the 21st century.The text devotes considerable attention to theway market analytic techniques and marketresearch processes are being refined and reengineered.Written by a marketing veteran,it is intended to guide marketers as they craftmarket strategies, and execute their day to daytasks.