Inhaltsangabe
In the competitive world of contemporary business, the challenge of developing marketing strategies that bridge the gap between traditional and innovative techniques has become more critical than ever. As marketing shifts between physical and digital realms, companies grapple with the central question of how to navigate this evolution successfully. The key lies in data - the linchpin that can unravel vital problems in modern marketing. The need for sustainable and effective marketing strategies permeates all sectors, emphasizing the urgency for businesses to combine traditional methods with innovative approaches, such as harnessing alternative data and leveraging AI-based solutions. Future of Customer Engagement Through Marketing Intelligence emerges as a compelling solution to the pressing challenges faced by businesses in this transformative landscape. It offers a step-by-step roadmap, guiding readers on how market intelligence can utilize data and transform it into actionable insights. By emphasizing the crucial role of data in crafting great marketing strategies, the book advocates for a deep understanding of market-supported content and factual data. It asserts that marketing intelligence, encompassing data collection, analysis, and strategic utilization, is the key to becoming customer-centric, understanding market demands, and gaining a competitive advantage.
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Über die Autorinnen und Autoren
Mudita Sinha is currently associated with Christ University as an Associate Professor of Marketing. She has completed her Ph.D., Masters in Marketing Management, and MBA. Dr. Sinha is an experienced researcher, faculty, and salesperson with proven abilities. She is a competent professional with over 12 years of combined experience in Industry, Business Education, Institutional Affairs & administrative functions. Dr. Sinha has published several articles in various National and International Journals of repute in Marketing and General Management. To keep her knowledge updated and deliver the best quality she participates and presents research articles at different National and international conferences.
Dr. Arabinda Bhandari, presently working as an Associate Professor in Strategic Management area in School of Management, Presidency University, Bangalore, India. He is an author of "Strategic Management - A conceptual Framework", published from McGraw Hill India. He has more than 20 years of experience in industry and academics.
Prof. Samant Shant Priya is an Associate Professor at Lal Bahadur Shastri Institute of Management (LBSIM), New Delhi. Prior to joining LBSIM, he had served as HOD (MBA and Marketing) with SIBACA, Lonavala. He did his MBA with first class distinction in 2001 from Shivaji University and Ph.D. in 2013 from MANIT, Bhopal, an institute of National Importance. He has served as Member Syllabus Revision Committee, Chairman Viva- Voce of Projects, Chairman Paper Setters at SPPU, Pune. He has eleven and half years of teaching experience and even brings around eight years of corporate experience in sales and marketing functions. He has attended, presented, delivered and chaired sessions in many conferences including one at the Indian Institute of Management, Ahemdabad wherein he has also chaired one session. To his credit, he has 17 research papers; one of them is Thomson Reuters indexed, three of them are SCOPUS Indexed and ABDC listed.
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