In the age of analytics, this multimedia platform serves as a comprehensive guide to marketing management, covering the underlying concepts and their application. As can be seen from the snippets, the focus is not on the statistical theory, but more on the application of new analytics techniques and established research methods to enhance the marketing mix.
As advances in technology transform the very nature of marketing, there has never been greater need for marketers to learn marketing.
Essentially a practitioner’s guide to marketing management in the 21st century, the Marketing Analytics web learning platform blends the art and the science of marketing to reflect how the discipline has matured in the age of analytics.
Application oriented, it fuses marketing concepts with the analytical tools that practitioners use, to impart an understanding of how to interpret and apply research information and big data.
The focus is primarily on the practical application of well-established tools, techniques and processes, as the platform sifts through all elements of the marketing mix.
It is only apt that a book on Marketing Analytics should exemplify the use of digital technology. Unlike passive eBooks that replicate print versions in their original linear state, the online guide is a full-blown, multi-media platform that greatly enhances the reader’s experience.
As a website, it is dynamic, fluid, and connected with relevant and useful content, both within and beyond the platform. That it is continually updated and enhanced, keeps the guide evergreen, abreast of the latest developments in a the rapidly evolving fields of analytics and digital marketing. (In addition to numerous updates, over 100 new sections and four new chapter have been added, in the two years since the platform was set-up).
It is interactive with the facilities such as (shareable) notes/comments at any of the approximately 500 sections in the guide. The question papers/exercises allow subscribers to view answers and explanations. The site also supports business analytic platforms so that students can practise as they learn.
The online guide is made available on an annual subscription basis. Subscribers login with their email ID and password.
Aaker, David A. (1991). Managing Brand Equity. New York, NY: The Free Press.
Allen, Derek R. (2004). Customer Satisfaction Research Management: A Comprehensive Guide to Integrating Customer Loyalty and Satisfaction Metrics in the Management of Complex Organizations. Milwaukee, WI: ASQ Quality Press.
Accenture. (2000). ECR 2000 Day-to-Day Category Management.
Anderson, Chris. (2008). The Long Tail: Why the Future of Business is Selling Less of More. New York, NY: Hyperion Books.
Anderson, Chris. (2009). The Long Tail Blog: longtail. Accessed 22 December 2014.
Anderson, James C.; Jain, Dipak; and Chintagunta, Pradeep. (1992). Customer Value Assessment in Business Markets: A State-of-Practice Study. Journal of Business-to-Business Marketing, 1(1), 3–29.
Anderson, James C.; Narus, James A.; and Narayandas, Das. (2009). Business Market Management, Understanding, Creating and Delivering Value. New Jersey: Pearson International Edition.
Bakken, David, and Frazier, Curtis L. (2006). Conjoint Analysis: Understanding Consumer Decision Making. In Rajiv Grover and Marco Vriens (Eds.), Handbook of Marketing Research: Uses, Misuses, and Future Advances (pp. 288–311). Thousand Oaks, CA: Sage Publications.
Bass, Frank M. (1967). A New Product Growth Model for Consumer Durables, Working Paper, Purdue University Krannert School of Industrial Administration Institute Paper No. 175.
Baum, J. and Dennis, K. E. R. (1961). The Estimation of the Expected Brand Share of a New Product. Paper presented at the 15th Esomar/Wapor Congress, Baden-Baden. Amsterdam: Esomar.
Bretton Clark, Product literature.
Brown, Gordon. (1991). How Advertising Affects the Sale of Packaged Good Brands. Millward Brown.
Bonamici, Kate, and Useem, Jerry. (2005, June 27). 20 That Made History. FORTUNE Magazine.
The Coca-Cola Company’s Conversations Staff. (2012, November 14). The Real Story of New Coke: the-real-story-of-new-coke.
Cooper, Lee G. and Nakanishi, Masako. (1988). Market-Share Analysis: Evaluating Competitive Marketing Effectiveness. Boston, MA: Kluwer Academic Publishers.
Cooper, Robert G. (2001). Winning at New Products: Accelerating the Process from Idea to Launch, 3rd Edition. Cambridge, MA: Perseus Publishing.
Edwards, Jim. (2013, November 24). TV Is Dying, And Here Are The Stats That Prove It. Business Insider: cord-cutters-and-the-death-of-tv.
Foekens, Eijte W.; Leeflang, Peter. S. H.; and Wittink, Dick R. (1994). A Comparison and an Exploration of the Forecasting Accuracy of a Loglinear Model at Different Levels of Aggregation. International Journal of Forecasting, 10(2), 245–261.
Gale, Bradley T. (1994). Managing Customer Value: Creating Quality and Service That Customers Can See. New York, NY: The Free Press.
Garau, Barbara and Rougier, Louis. (2012, June 28). Dispelling the Myths of the Fuzzy Front End, Ipsos Innoquest. Retrieved 22 December 2014 from: InnoQuest_Fuzzy_Front_End_POV.
Gerry Katz. (2011, November 29). Rethinking the Product Development Funnel, NPDP, Applied Marketing Science Inc. Retrieved 22 December 2014 from: rethinking-the-product-development-funnel.
Godin, Seth. (1999). Permission Marketing: Turning Strangers into Friends and Friends into Customers. New York, NY: Simon & Schuster.
Google. (2011, April). The Zero Moment of Truth Heat Maps by Industry. Retrieved 22 December 2014 from: zmot-heatmaps-by-industry.
Gordon, Wendy and Langmaid, Roy. (1988). Qualitative Market Research: A Practitioner’s and Buyer’s Guide. Brookfield, VT: Gower.
Gordon, Wendy. (1995, March). Time to Face Marketing’s Moment of Truth. Research Plus.
Hair Jr., Joseph F.; Black, William C.; Babin, Barry J.; and Anderson, Rolph E. (2009). Multivariate Data Analysis. 7th Edition. New Jersey: Prentice Hall.
Halligan, Brian and Shah, Dharmesh. (2010). Inbound Marketing: Get Found Using Google, Social Media, and Blogs. Hoboken, NJ: John Wiley & Sons, Inc.
Hanssens, Dominique M.; Parsons, Leonard J.; and Schultz, Randall L. (2003). Market Response Models: Econometric and Time Series Analysis, 2nd Edition. New York, NY: Springer.
Hauser, John R. (2008). Note on Product Development. Cambridge, MA: MIT Sloan Courseware.
Hauser, John R. and Clausing, Don. (May–June 1988). The House of Quality. Harvard Business Review.
Iyengar, Sheena S.; Huberman, Gur; and Jiang, Wei. (2004). How Much Choice is Too Much? Contributions to 401(k) Retirement Plans. In Olivia S. Mitchell and Stephen P. Utkus (Eds.), Pension Design and Structure: New Lessons from Behavioral Finance (pp. 83–95). Oxford, UK: Oxford University Press.
Jaruzelski, Barry and Dehoff, Kevin. (2011, March). How the Top Innovators Keep Winning. Visions, 35(1), 12.
Karolefski, John; Heller, Al; with ACNielsen. (2006). Consumer-Centric Category Management: How to Increase Profits by Managing Categories Based on Consumer Needs. Hoboken, NJ: John Wiley & Sons, Inc.
Keller, Kevin Lane. (1998). Strategic Brand Management: Building, Measuring and Managing Brand Equity. New Jersey: Prentice-Hall.
Kotler, Philip; Armstrong, Gary; Ang, Swee Hoon; Leong, Siew Meng; Tan, Chin Tiong; and Yau, Oliver. (2009). Principles of Marketing: A Global Perspective. New Jersey: Pearson. 2009.
Laney, Doug. (2001, February). 3D Data Management: Controlling Data Volume, Velocity, and Variety. Meta Group.
Lee, Edmund. (2014, March 20). TV Subscriptions Fall for First Time as Viewers Cut the Cord. Bloomberg. Retrieved from: u-s-pay-tv-subscriptions-fall-for-first-time-as-streaming-gains>.
Li, Charlene and Bernoff, Josh. (2008). Groundswell: Winning in a World Transformed by Social Technologies. Boston, MA: Harvard Business Press.
Lilien, Gary L; Rangaswamy, Arvind; and De Bruyn, Arnaud. (2013). Principles of Marketing Engineering, 2nd Edition. State College, PA: DecisionPro.
Mahajan, V.; Mason, C. H.; and Srinivasan, V. (1986). An Evaluation of Estimation Procedures for New Product Diffusion Models. In V. Mahajan and Y. Wind (Eds.), Innovation Diffusion Models of New Product Acceptance (pp. 203–232). Cambridge, MA: Ballinger.
Manyika, James; Chui, Michael; Brown, Brad; Bughin, Jacques; Dobbs, Richard; Roxburgh, Charles; Hung Byers, Angela. (2011, May). Big Data: The Next Frontier for Innovation, Competition, and Productivity. McKinsey Global Institute. Retrieved 22 December 2014 from: big_data_the_next_frontier_for_innovation.
McGrath, Michael E. (1996). Setting the PACE® in Product Development. Boston, MA: Butterworth-Heinemann.
Moss, Michael. (2013, February 20). The Extraordinary Science of Addictive Junk Food. The New York Times. Retrieved 22 December 2014 from: the-extraordinary-science-of-junk-food.
Nielsen. (2001, April). Nielsen Pathfinder Analysis Library. Version 2.
Nielsen. Product literature and materials on various topics.
Nielsen. (2004, February). The Digital Consumer.
NM Incite. (2012, December). Delivering on the Promise, Five Ways to Drive Brand Effectiveness with Social Media, White Paper. Retrieved 22 December 2014 from: nm-incite-white-paper-delivering-on-the-promise.
Oliver, Thomas. (1986). The Real Coke, The Real Story. New York, NY: Penguin Books.
Netzer, Oded and Srinivasan, V. (2009). Adaptive Self-Explication of Multi-Attribute Preferences. Journal of Marketing Research, 48(1), 140–156.
Parfitt, J. H. and Collins, B. J. K. (1968). The Use of Consumer Panels for Brand-Share Prediction. Journal of Marketing Research, 5, 131–146.
Prahalad, C. K. and Ramaswamy, Venkat. (2004). Co-Creation Experiences: The Next Practice in Value Creation. Journal of Interactive Marketing, 18(3), 5–14.
Prahalad C. K. and Ramaswamy, Venkat. (2000). Co-opting Customer Competence. Harvard Business Review.
Rigby, Elizabeth. (2006, November 11). Eyes in the Till. Financial Times, UK.
Ryan, Damian and Jones, Calvin. (2012). Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 2nd Edition. London, UK: Kogan Page.
Scott, David Meerman. (2011). The New Rules of Marketing and PR: How to Use Social Media, Online Video, Mobile Applications, Blogs, News Releases, and Viral Marketing to Reach Buyers Directly, 3rd Edition. Hoboken, NJ: John Wiley & Sons, Inc.
Tellis, Gerard J. (2006). Modeling the Marketing Mix. In Rajiv Grover and Marco Vriens (Eds.), Handbook of Marketing Research: Uses, Misuses, and Future Advances (pp. 506–522). Thousand Oaks, CA: Sage Publications.
Toubia, Olivier. (2006). Idea Generation, Creativity, and Incentives. Marketing Science, 25(5), 411–425.
TPG, Armature and Interactive Edge — Continuous Category Management Strategic Partners. (2001). Understanding Continuous Category Management.
Urban, Glen and Hauser, John R. (1980). Design and Marketing of New Products. Englewood Cliffs, NJ: Prentice-Hall, Inc.
Utterback, James M. (1994). Radical Innovation and Corporate Regeneration. Research Technology Management, 37(4), 10–18.
van Heerde, Harald J.; Leeflang, Peter S. H.; Wittink, Dick R. (2002). How Promotions Work: Scan*Pro-Based Evolutionary Model Building. Schmalenbach Business Review, 54, 198–220.
Vitale, Robert; Giglierano, Joseph; Pfoertsch, Waldemar. (2011). Business-to-Business Marketing: Analysis and Practice. New Jersey: Pearson.
Vries-van Ketel, Eline de. (2005). How Assortment Variety Affects Assortment Attractiveness. Rotterdam: Erasmus University, Erasmus Research Institute of Management (ERIM).
Wedel, Michel; Kamakura, Wagner A. (2000). Market Segmentation: Conceptual and Methodological Foundations, 2nd Edition. Norwell, MA: Kluwer Academic Press.
Weiser, Mark. (1998). Nomadic Issues in Ubiquitous Computing. Xerox PARC.Retrieved 22 December 2014 from: NomadicInteractive.
Wheelwright, Steven C. and Clark, Kim B. (1992). Revolutionizing Product Development: Quantum Leaps in Speed, Efficiency and Quality. New York, NY: The Free Press.
Wise, T. A. (1966, September). I.B.M.’s $ 5,000,000,000 Gamble. FORTUNE Magazine, p. 118.
Zikopoulos, Paul; Eaton, Chris; deRoos, Dirk; Deutsch, Tomas; and Lapis, George. (2012). Understanding Big Data: Analytics for Enterprise Class Hadoop and Streaming Data. McGraw Hill.