Applied Marketing Analytics Using SPSS

Modeler, Statistics and AMOS Graphics
Erscheinungsjahr 2021
ISBN: 978-93-90544-17-2
Verlag: PHI Learning

Buch, Englisch, 268 Seiten, Paperback

Marketing analytics is important to today's business organizations as it lets them measure performance of their marketing resources and channels and in turn plays a vital role in making business strategies and decisions.

The present book, following application-based approach, helps readers to understand the usage of analytics in different marketing contexts such as identifying customer preferences, customer-segmentation, pricing, forecasting, advertising, competitive analysis, perceptual mapping, etc. using SPSS software (Modeler, Statistics and AMOS Graphics).

Practical applications in each chapter, with supported screenshots, guide readers to apply different analytical techniques in marketing as they learn. This book is an indispensable companion for the postgraduate students of management with specialization in marketing. Also, the book will prove valuable for the Management Development Programs, Data Analysts, and Researchers 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.

Autoren/Hrsg.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

- Preface
- Acknowledgements
- Chapter–1 Introduction
- Chapter–2 Descriptive Statistics and Graphical Presentation of Marketing Data
- Chapter–3 Understanding Consumer Behavior
- Chapter–4 Customer Segmentation and Clustering
- Chapter–5 Sales Forecasting
- Chapter–6 Pricing: Predicting Preferable Offering
- Chapter–7 Retail Marketing Analytics
- Chapter–8 Customer Retention Analysis
- Chapter–9 Competitive Analysis
- Chapter–10 Advertising: Predicting Appropriate Strategy
- Chapter–11 Additional Analytical Tools in Marketing Research
- Chapter–12 Perceptual Mapping
- Chapter–13 Optimal Product-Attributes Designing
- Chapter–14 Marketing Model Building
- Index

Über Autor(innen)

Arunangshu Giri, Ph.D., is Associate Professor in the School of Management and Social Science, Haldia Institute of Technology, West Bengal. He is also Visiting Professor at Vidyasagar University, one of the eminent Universities in India. With more than a decade of experience in teaching postgraduate students, he has authored four books in the field of management and social sciences. Besides, he has published 69 research papers in peer-reviewed national and international journals, including Scopus index and is on the editorial board of various reputed national and international journals.

Pradip Paul, Ph.D., is Senior Manager (Retail Sales) in Indian Oil Corporation Ltd., a diversified, integrated energy major Public Sector Enterprises. Also, he has a long experience of working in Marketing Division in various capacities. Besides, he has expertise in contract management, project management, retail analytics including trade analysis, predictive demand, supply chain management, credit supply management. He has numerous research publications in peer-reviewed national and international journals including Scopus indexed.