Product Description Marketing analytics is important to today's business organizations as it lets them measure performance of their marketing resources and channels and in turn plays a vital role in making business strategies and decisions. the present book, following application-based approach, helps readers to understand the usage of analytics in different marketing contexts such as identifying customer preferences, customer-segmentation, pricing, forecasting, advertising, competitive analysis, perceptual mapping, etc. Using SPSS software (model, statistics and Amos graphics). Chapter, with supported screenshots, guide readers to apply different analytical techniques in marketing as they learn. This book is an indispensable companion for the postgraduate students of management with specialization in marketing. Also, the book will prove valuable for the management development programs, data analysts, and researchers in the field. It enables them to identify marketing problems, carry out research efficiently, process The data in a simple way using sass, and create reports in a systematic manner. MBA (marketing) data analysts management development programme preface chapter-10: advertising: predicting appropriate strategy chapter-11: additional analytical tools in marketing Research chapter-12: perceptual mapping chapter-13: optimal product-attributes designing chapter-14: marketing model building index. About the Author Arunangshu Giri, Ph.D., is Associate Professor in the School of Management and Social Science, Haldia Institute of Technology, West Bengal. He is also Visiting Professor at Vidyasagar University, one of the eminent Universities in India. With more than a decade of experience in teaching postgraduate students, he has authored four books in the field of management and social science. Besides, he has published 69 research papers in peer-reviewed national and international journals, including Scopus index and is on the editorial board of various reputed national and international journals.|Pradip Paul, Ph.D., is Senior Manager (Retail Sales) at Indian Oil Corporation Ltd., a diversified, integrated energy major Public Sector Enterprises. He has been working in the Retail Sales Department for last ten years. He has wide expertise in retail management starting from location management, outlet design, layout and development, branding, loyalty program, sales promotion, retail network effectiveness, retail automation, safety, marketing analytics, and research. Besides, he has gained vast experience in statutory, financial, and legal requirements of channel partner management. He has a number of research publications to his credit in peer-reviewed national and international journals including Scopus indexed.