Marketing analytics : a practitioner's guide to marketing analytics and research methods - Charan, Ashok (New Jersey : World Scientific, 2015)
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.
Includes bibliographical references (pages 675-680) and indexes.
Keywords: Marketing research -- Data processing; Quantitative research