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Helping tech-savvy marketers and data analysts solve real-world business problems with Excel

Using data-driven business analytics to understand customers and improve results is a great idea in theory, but in today’s busy offices, marketers and analysts need simple, low-cost ways to process and make the most of all that data. This expert book offers the perfect solution. Written by data analysis expert Wayne L. Winston, this practical resource shows you how to tap a simple and cost-effective tool, Microsoft Excel, to solve specific business problems using powerful analytic techniques—and achieve optimum results.

Practical exercises in each chapter help you apply and reinforce techniques as you learn.

Shows you how to perform sophisticated business analyses using the cost-effective and widely available Microsoft Excel instead of expensive, proprietary analytical toolsReveals how to target and retain profitable customers and avoid high-risk customersHelps you forecast sales and improve response rates for marketing campaignsExplores how to optimize price points for products and services, optimize store layouts, and improve online advertisingCovers social media, viral marketing, and how to exploit both effectively

Improve your marketing results with Microsoft Excel and the invaluable techniques and ideas in Marketing Analytics: Data-Driven Techniques with Microsoft Excel.

ASIN ‏ : ‎ B00HSIJAH6
Publisher ‏ : ‎ Wiley; 1st edition (8 January 2014)
Language ‏ : ‎ English
File size ‏ : ‎ 76.7 MB
Screen Reader ‏ : ‎ Supported
Enhanced typesetting ‏ : ‎ Enabled
X-Ray ‏ : ‎ Not Enabled
Word Wise ‏ : ‎ Not Enabled
Print length ‏ : ‎ 722 pages
Best Sellers Rank: #129,383 in Kindle Store (See Top 100 in Kindle Store) #33 in Marketing eTextbooks #239 in Networking & Communications eBooks #405 in Applications & Software eBooks
Customer Reviews: 4.4 4.4 out of 5 stars (225) var dpAcrHasRegisteredArcLinkClickAction; P.when(‘A’, ‘ready’).execute(function(A) { if (dpAcrHasRegisteredArcLinkClickAction !== true) { dpAcrHasRegisteredArcLinkClickAction = true; A.declarative( ‘acrLink-click-metrics’, ‘click’, { “allowLinkDefault”: true }, function (event) { if (window.ue) { ue.count(“acrLinkClickCount”, (ue.count(“acrLinkClickCount”) || 0) + 1); } } ); } }); P.when(‘A’, ‘cf’).execute(function(A) { A.declarative(‘acrStarsLink-click-metrics’, ‘click’, { “allowLinkDefault” : true }, function(event){ if(window.ue) { ue.count(“acrStarsLinkWithPopoverClickCount”, (ue.count(“acrStarsLinkWithPopoverClickCount”) || 0) + 1); } }); });

Marketing has changed forever—this is what comes next

Marketing 4.0: Moving from Traditional to Digital is the much-needed handbook for next-generation marketing. Written by the world’s leading marketing authorities, this book helps you navigate the increasingly connected world and changing consumer landscape to reach more customers, more effectively. Today’s customers have less time and attention to devote to your brand—and they are surrounded by alternatives every step of the way. You need to stand up, get their attention, and deliver the message they want to hear. This book examines the marketplace’s shifting power dynamics, the paradoxes wrought by connectivity, and the increasing sub-culture splintering that will shape tomorrow’s consumer; this foundation shows why Marketing 4.0 is becoming imperative for productivity, and this book shows you how to apply it to your brand today.

Marketing 4.0 takes advantage of the shifting consumer mood to reach more customers and engage them more fully than ever before. Exploit the changes that are tripping up traditional approaches, and make them an integral part of your methodology. This book gives you the world-class insight you need to make it happen.

Discover the new rules of marketingStand out and create WOW momentsBuild a loyal and vocal customer baseLearn who will shape the future of customer choice

Every few years brings a “new” marketing movement, but experienced marketers know that this time its different; it’s not just the rules that have changed, it’s the customers themselves. Marketing 4.0 provides a solid framework based on a real-world vision of the consumer as they are today, and as they will be tomorrow. Marketing 4.0 gives you the edge you need to reach them more effectively than ever before.

ASIN ‏ : ‎ B01MXMZE4T
Publisher ‏ : ‎ Wiley; 1st edition (17 November 2016)
Language ‏ : ‎ English
File size ‏ : ‎ 4.3 MB
Screen Reader ‏ : ‎ Supported
Enhanced typesetting ‏ : ‎ Enabled
X-Ray ‏ : ‎ Enabled
Word Wise ‏ : ‎ Enabled
Print length ‏ : ‎ 200 pages
Best Sellers Rank: #26,276 in Kindle Store (See Top 100 in Kindle Store) #982 in Business, Strategy & Management #3,063 in Analysis & Strategy
Customer Reviews: 4.4 4.4 out of 5 stars (1,381) var dpAcrHasRegisteredArcLinkClickAction; P.when(‘A’, ‘ready’).execute(function(A) { if (dpAcrHasRegisteredArcLinkClickAction !== true) { dpAcrHasRegisteredArcLinkClickAction = true; A.declarative( ‘acrLink-click-metrics’, ‘click’, { “allowLinkDefault”: true }, function (event) { if (window.ue) { ue.count(“acrLinkClickCount”, (ue.count(“acrLinkClickCount”) || 0) + 1); } } ); } }); P.when(‘A’, ‘cf’).execute(function(A) { A.declarative(‘acrStarsLink-click-metrics’, ‘click’, { “allowLinkDefault” : true }, function(event){ if(window.ue) { ue.count(“acrStarsLinkWithPopoverClickCount”, (ue.count(“acrStarsLinkWithPopoverClickCount”) || 0) + 1); } }); });

Marketing is the source of insight about the market, customers, competitors and complementors and the business environment in general. Marketing is concerned with the companies long run relationships with customers as well as its short run sales activity. Thus marketing is a major organizational thrust, not just a responsibility assigned to a single functional department. For this reason, Managing Marketing – An Applied Approach emphasizes the role of marketing in creating value for customers -this leads to the creation of value for other firm stakeholders, including shareholders and employees. Managing Marketing – An Applied Approach is about understanding how to develop market strategy, implement market offers and manage the marketing process.

In addition to the dynamic material integrated into the textbook via online resources, it has LIVE SIMULATIONS to engage students better, which come free. Simulations serve to enhance student engagement and enable content retention. These short and cost-effective simulations developed keeping the learning pedagogy of understanding a concept, practicing it and applying it to a LIVE case can be used in a single session. SIMULATION 1: Customer Lifetime Value

SIMUALTION 2: Media Planning

To access simulations, please follow the following steps:

1.Visit the link below: http://www.wileyindia.com/ManagingMarketing

2.’Register’ by filling in the details in the registration form, using the scratch code given at the inside back cover. 

3.Click on “Access Simulation” button on the page.

The Marketing Toolkit

No matter how well written a textbook, the only way to really learn marketing is by doing it. You simply have to take the ideas, concepts and frameworks and put them into practice.

The Marketing Toolkit is a companion volume to Managing Marketing – An Applied Approach. Each chapter contains a set of tried and true experiential exercises designed to help the user prepare a strategic marketing plan – analyze a marketing situation, develop a market strategy and design a series of implementation programs.

Other Supplements

For Instructors

Test item file.

PowerPoint files

Case studies

For students

Electronic flash cards.

Financial analysis for marketing decisions.

Three other learning sources accessible via the Internet (o-codes or QR codes)

·Marketing Enrichment

·Videos

·Audios

ASIN ‏ : ‎ B01M0E6T23
Publisher ‏ : ‎ Wiley (1 January 2014)
Language ‏ : ‎ English
File size ‏ : ‎ 53.4 MB
Screen Reader ‏ : ‎ Supported
Enhanced typesetting ‏ : ‎ Enabled
X-Ray ‏ : ‎ Not Enabled
Word Wise ‏ : ‎ Enabled
Print length ‏ : ‎ 1856 pages
Best Sellers Rank: #164,522 in Kindle Store (See Top 100 in Kindle Store) #47 in Marketing eTextbooks #2,659 in Exam Preparation (Kindle Store) #6,957 in Business, Strategy & Management
Customer Reviews: 4.2 4.2 out of 5 stars (18) var dpAcrHasRegisteredArcLinkClickAction; P.when(‘A’, ‘ready’).execute(function(A) { if (dpAcrHasRegisteredArcLinkClickAction !== true) { dpAcrHasRegisteredArcLinkClickAction = true; A.declarative( ‘acrLink-click-metrics’, ‘click’, { “allowLinkDefault”: true }, function (event) { if (window.ue) { ue.count(“acrLinkClickCount”, (ue.count(“acrLinkClickCount”) || 0) + 1); } } ); } }); P.when(‘A’, ‘cf’).execute(function(A) { A.declarative(‘acrStarsLink-click-metrics’, ‘click’, { “allowLinkDefault” : true }, function(event){ if(window.ue) { ue.count(“acrStarsLinkWithPopoverClickCount”, (ue.count(“acrStarsLinkWithPopoverClickCount”) || 0) + 1); } }); });