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Just launched!
The
Marketing Science Series makes data analysis accessible to marketing students and practitioners by grounding it in business reality. Each book is written by an expert in the field and includes case studies and illustrations enabling marketers to gain confidence in applying the tools and techniques and in commissioning external research.
Marketing Analytics: Mike Grigsby provides the marketing science understanding and techniques needed to solve real world marketing challenges. He works through the full spectrum of problem solving with step-by-step guidance, and introduces concepts relating to statistics, marketing strategy, and consumer behavior.
Practical Text Analytics: Steven Struhl presents the process of text analysis in ways that will help marketers clarify and organize the confusing array of methods, frame the right questions, and apply the results successfully.
FREE WEBINAR SPONSORED BY THE DMA -- Register for Steve Struhl's August 12 webinar on Text Analytics: Descriptive and Predictive
Decoding the Irrational Consumer: Darren Bridger offers an overview of the new research tools used in neuromarketing, providing insights into their individual strengths and weaknesses, and how they can be used to generate consumer insights.
To view more of our titles in marketing click here. To request an evaluation copy for course adoption click here.
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Author Insights
Brand Psychology author, Jonathan Gabay, discusses insights from his book and the intricacies of branding in the current market such as what makes some copy better than others and how big data affects marketing.
In a guest post for AdWeek, co-author of Rethinking Prestige Branding, Wolfgang Schaefer, explains three things beauty brands must do engage with consumers, while also keeping their allure.
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