Bookshelf

Understanding consumer behaviour has long been the challenge of marketers, and in recent years, new marketing disciplines, many technological in scope, have been introduced in an effort to decode the nuances of what makes buyers buy. The challenge to marketers has been in gaining a firm grasp on how to effectively apply these practices to make more sales and increase market share. The Marketing Science book series was written with marketing students and practitioners in mind. Penned by industry experts and luminaries, each volume is written from a business perspective, rather than taking an academic or scientific approach. Each book presents every day marketing challenges, and demonstrates step by step how to apply the right mix of analytics, formulas and scientific techniques to uncover new learning related to consumer behaviour and propensity to buy. Comprehensive case studies and illustrations give students examples of real-world applications of the tools and techniques they must master to be successful, whether they perform the work themselves or commission external researchers for new studies. The series consists of four titles covering four analytical areas of marketing practice. Marketing new-comers as well as experienced professionals will discover new techniques and insights when they read the Marketing Science series, and will reach for these volumes again and again.

Decoding the Irrational Consumer: How to Commission, Run and Generate Insights from Neuroscience Research by Darren Bridger helps marketing practitioners leverage neuromarketing, a relatively new field of marketing research used to understand consumer response to various marketing stimuli.

Geodemographics for Marketers: Using Location Analysis for Research and Marketing by Barry Leventhal demonstrates how to implement this effective research tool to identify location-based segments for highly targeted marketing.

Practical Text Analytics: Interpreting Text and Unstructured Data for Business Intelligence by Steven Struhl offers real-world guidance on the effective application of text analytics to track customer opinion in the Digital Age.

Marketing Analytics: A Practical Guide to Real Marketing Science by Mike Grigsby explores how statistics, analytics and modeling can be used to increase the effectiveness of every day marketing activities.