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Today's corporate organisations value marketing analytics because it enables them to evaluate the effectiveness of their marketing channels and resources, which is essential for developing company strategy. The current book, which employs an application-based methodology, aids readers in understanding how analytics are used in various marketing contexts, such as determining customer preferences, customer segmentation, pricing, forecasting, advertising, competitive analysis, perceptual mapping, etc. using SPSS software (Modeler, Statistics and AMOS Graphics). Readers are guided to implement various analytical strategies in marketing by practical applications in each chapter that are accompanied by screenshots. For postgraduate students in management who specialise in marketing, this book is a must-have. Also, the book will be helpful for researchers, data analysts, and Management Development Programs in the field. It enables them to identify marketing problems, carry out research efficiently, process the data in a simple way using SPSS, and create reports in a systematic manner.
Author | Arunangshu Giri, Pradip Paul |
Publisher | PHI Learning Private Limited |
Language | English |
Binding Type | Paper Back |
Main Category | Commerce & Business |
Sub Category | Marketing |
ISBN13 | 9789390544172 |
SKU | BK 0144515 |
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