The digital age has transformed the very nature of marketing. Armed with digital devices, 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 devotes considerable attention to the way market analytic techniques and market research processes are being refined and re-engineered. The book is tailored to meet the needs of marketing professionals as it focusses on market research methods and analytic techniques used by practitioners for refining marketing strategies, and taking day-to-day business decisions. It is ideal too for business management students who wish to pursue careers in consumer marketing. Key Features: ○ The author who has worked at leading market research, consumer and business marketing companies for twenty-five years, and who has taught at business schools for over a decade, is able to combine theory with practice to craft this one of a kind text on marketing that details the methods and processes marketers employ to take business decisions ○ The analytic techniques and research methods detailed in this text operationalize concepts, theories and strategies with the practices of marketing. They exhibit the scientific rigour of marketing as the discipline embraces the digital age ○ From an academic perspective it is increasingly important that what is taught in business schools is of direct relevance to the industry. This unique book which draws on the methods practised by leading consumer marketing companies is a must-read for students who wish to pursue careers in marketing

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