xviii Prefac
Green Cover Planning to Go Big A
This reading shows how firms can use Conjoint Analysis for customer insights.
Marketing, Strategy, Business, Buying Behavior, Marketing Research, Customer Analytics
Chapters 4, 5, 12
Green Cover Planning to Go Big B
This reading shows how firms can use Conjoint Analysis for customer insights.
Marketing, Strategy, Business, Buying Behavior, Marketing Research, Customer Analytics
Chapters 4, 5, 12
MODCO Using Customer Complaints and Complements for Strategy Implementation
This reading shows how firms can use voice of the customer data to obtain customer, strategy, and financial insights.
Marketing, Strategy, Business, Buying Behavior, Marketing Research, Customer Analytics
Chapters 4, 5, 8, 11, 15
DISTRICO Executing Strategy
This reading shows how firms can use customer satisfaction surveys to inform a customerbased strategy.
Marketing, Strategy, Marketing Research, Customer Analytics
Chapters 4, 5, 8, 11, 15
Besides the Darden Business Publishing and C-CUBES cases, we also envision that instructors will be able to easily adjust the case study examples included in each technical chapter to create additional meaningful assignments for their students. For example, instructors could change some of the data or bring in their own datasets that have a similar format to the case study examples in the chapter. The R code and Tableau packaged workbooks could be used by the students to solve the newly developed assignments. Instructors who adopt this approach could use the cases and code included in the book for teaching purposes (i.e., teaching the respective marketing analytics technique), and then use their adjusted cases as additional (e.g., homework) assignments.
Diverse Examples Examples are critical to making complex marketing concepts and arguments comprehensible and compelling. This book includes many diverse marketing examples, reflecting different companies and industry segments. The examples reveal how the focal marketing analytics techniques apply to various situations. In addition, the international flavor of the book is consistent with globalization trends in most industries and markets.
Putting It Together: Sample Syllabus for Marketing Analytics Course The objective of the marketing analytics course is to show students the benefits of using a systematic and analytical approach to marketing decision making. An analytical approach will enable students to:
