Marketing Analytics for Customer Insights

Swee Hoon Ang

Chapter 4 in Principles of Marketing, 2026, pp 57-71 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Before deciding on the marketing strategy, management has to engage in market research to understand customers and the competition. It has to develop and manage a market information system and obtain insights from the information gathered. Such information can be gathered from a variety of sources, but what matters the most is to know how to analyse the information to obtain meaningful insights to build customer value.

Keywords: Marketing; Marketing Process; Product; Product Life Cycle; Marketing Strategy; Marketing Partnership; Marketing Analytics; Customer Insights; Churn; Buyer Behavior; Market Segmentation; Market Positioning; Sustainable Marketing; Global Marketing; Digital Marketing; Promotion; Price; Pricing; New Product; Branding; Services; Market Targeting; Business Buyer Behavior; Marketing Environment; Marketing in Asia; Business; Consumer; Social Cause Marketing; AI in Marketing; Marketing Principles; Marketing Practices; Grab; Gojek; Shein; Perfect Diary; Innisfree; BTS; Taylor Swift; Chagee; Pocari; Marketing Principles (search for similar items in EconPapers)
JEL-codes: L81 M10 M30 M31 M37 (search for similar items in EconPapers)
Date: 2026
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