Geodemographics, the process of analyzing survey data to profile economic and demographic characteristics of the population living in an area, is a successful data-driven analysis tool for marketers. Since its launch in 1979 the technique has been in continuous use, to the extent that geodemographic classifications are widely embedded in customer databases and market research datasets. Geodemographics for Marketers is a practical guide to help busy marketers apply geodemographics in any sector involved in business to consumer marketing, including the retail, financial and telecommunication sectors as well as the public sector for citizen management. International in scope, and offering marketing professionals an independent and impartial source of information and explanation about the real success that geodemographics can bring to their business, Geodemographics for Marketers contains numerous case studies from users and agencies working in the field. Written by the UK’s foremost geodemographics authority, Barry Leventhal, this book delivers real insights that are practicable and quickly implementable. About the series: The Marketing Science series makes difficult topics accessible to marketing students and practitioners by grounding them 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.
Product details
- Publisher : Kogan Page; 1st edition (15 January 2016)
- Language : English
- Paperback : 232 pages
- ISBN-10 : 0749473827
- ISBN-13 : 978-0749473822
- Dimensions : 15.6 x 1.3 x 23.39 cm
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