Marketing Research - Kumar, V.; Publishers, Vibrant
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Marketing Research: New Methodology by V. Kumar offers an innovative look at advanced research techniques, equipping readers with cutting-edge methods for real-world marketing insights. This book delves into modern approaches like machine learning applications, data mining, and real-time analytics that redefine traditional marketing research. V. Kumar expertly unpacks the impact of AI and big data on customer behavior prediction, segmentation, and forecasting, helping marketers and researchers build data-driven strategies with accuracy. Case studies and applied examples illuminate the…mehr

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Produktbeschreibung
Marketing Research: New Methodology by V. Kumar offers an innovative look at advanced research techniques, equipping readers with cutting-edge methods for real-world marketing insights. This book delves into modern approaches like machine learning applications, data mining, and real-time analytics that redefine traditional marketing research. V. Kumar expertly unpacks the impact of AI and big data on customer behavior prediction, segmentation, and forecasting, helping marketers and researchers build data-driven strategies with accuracy. Case studies and applied examples illuminate the effectiveness of these new methodologies, showing readers how to implement them in a fast-paced market environment. This book is ideal for students, researchers, and professionals seeking to adopt contemporary research methods and gain an edge in a rapidly evolving marketing landscape.
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Autorenporträt
V. Kumar is Professor of Marketing, and the Goodman AcademicIndustry Partnership Professor at Brock University's GoodmanSchool of Business. Kumar joins Brock from the Tobin College ofBusiness at St. John's University in New York, where he started anew Master of Science in Marketing Intelligence program andengaged the faculty with co-authored publications.His work focusing on rigour - the developing of new methods -and relevance to the business world has led to the publication of morethan 300 scholarly papers, 30 books, and has earned him more than 25research and teaching excellence awards.His distinguished career has earned him many accolades, includingbeing selected by SAGE publications as a one of eight 'MarketingLegends, ' being inducted to the inaugural class of the United StatesAnalytics Hall of Fame in 2019, named a Fellow of the AmericanMarketing Association (AMA), recognized as the Cutco VectorDistinguished Marketing Educator by the Academy of MarketingScience, and recipient of both the Charles Coolidge Parlin Award andPaul Converse Award from the AMA. As a way of honouring hiscontributions to student mentorship, the AMA has instituted the V.Kumar Doctoral Student Mentorship Award funded by many of hisformer doctoral students.