Handbook of Research on Intelligent Techniques and Modeling Applications in Marketing Analytics

Handbook of Research on Intelligent Techniques and Modeling Applications in Marketing Analytics

Anil Kumar (BML Munjal University, India), Manoj Kumar Dash (ABV-Indian Institute of Information Technology and Management, India), Shrawan Kumar Trivedi (BML Munjal University, India) and Tapan Kumar Panda (BML Munjal University, India)
Indexed In: SCOPUS View 1 More Indices
Release Date: October, 2016|Copyright: © 2017 |Pages: 428
ISBN13: 9781522509974|ISBN10: 1522509976|EISBN13: 9781522509981|DOI: 10.4018/978-1-5225-0997-4


The success of any organization is largely dependent on positive feedback and repeat business from patrons. By utilizing acquired marketing data, business professionals can more accurately assess practices, services, and products that their customers find appealing.

The Handbook of Research on Intelligent Techniques and Modeling Applications in Marketing Analytics features innovative research and implementation practices of analytics in marketing research. Highlighting various techniques in acquiring and deciphering marketing data, this publication is a pivotal reference for professionals, managers, market researchers, and practitioners interested in the observation and utilization of data on marketing trends to promote positive business practices.

Topics Covered

The many academic areas covered in this publication include, but are not limited to:

  • Computational Intelligence
  • Consumer Analytics
  • Customer Location Data
  • E-Commerce
  • Fuzzy clustering
  • Online Marketing
  • Predictive Analytics

Reviews and Testimonials

Engineering, business, and other researchers from the Middle East, Asia, Europe, and Latin America present 20 chapters on the use of intelligent techniques and modeling applications in marketing analytics. They describe fuzzy applications like fuzzy group multiple attribute decision making and fuzzy clustering, customer locations data and intelligent techniques for customer segmentation, and a fuzzy-based relationship modeling approach; computational intelligence techniques like data imputation, fuzzy rough sets, fuzzy multi-objective association rule mining using evolutionary computation, and EMSR-b; multi-criteria applications and sentiment analysis, and more.

– Protoview Reviews

Table of Contents and List of Contributors

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Author(s)/Editor(s) Biography

Anil Kumar is a faculty of Marketing Analytics and Decision Science in the School of Management at BML Munjal University, Gurgaon India. He completed his Ph.D in Management from Indian Institute of Information Technology and Management, Gwalior. He earned his MBA, MSc (Mathematics) from Department of Mathematics (Kurukshetra University, Kurukshetra) and Graduation in Mathematics-Hons from the same University. He also qualified UGC-NET. He published more than 27 research papers/book chapters and also two books in his credit. His research interest includes marketing analytics, multi-criteria decision making, fuzzy multi-criteria decision making, fuzzy optimisation, application of soft-computing and econometrics modelling in marketing, multi-criteria decision making and fuzzy applications in e-commerce and M-commerce.
Tapan Panda is an alumnus of University of Houston, USA, where he completed an MBA in Global Energy. He holds a PhD in Business Administration. He has worked as a full-time faculty member at 3 IIMs – Lucknow, Kozhikode and Indore. He has also officiated as Director, Indian Institute of Management, Indore before joining Everonn Education Limited (a BSE and NSE listed company) as its president -marketing & corporate affairs. He has more than twenty years of academic experience in marketing, branding and customer relationship management. He was also Director at Great Lakes Institute of Management, Chennai. He has visited C.T. Bauer College, University of Houston, Texas, USA; University of Cincinnati, Ohio, USA; Fudan University, Shanghai, China; on visiting academic assignments. He has trained people from reputed organizations like ONGC, GAIL, SAIL, EIL, HUL, LG, AXIS Bank, and TVS Motors. He is a member of American Marketing Association (AMA), National Board of Accreditation (NBA), and AIMA. He has published extensively in reputed national and international journals and presented in international conferences across the world. He has more than 50 research papers and 16 books to his credit. His books include: Sales and Distribution Management (Oxford University Press), Marketing Management (Excel Books), Tourism Management (Orient Longman). He is a regular contributor to business newspapers and magazines; and has participated in CNBC and Zee Business programmes.