Future of Customer Engagement Through Marketing Intelligence

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.

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.

Arabinda Bhandari is 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.

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.

Sajal Kabiraj specializes in strategic management consulting and innovation-based market research studies. He has strong international practice area and research experience in multinational corporations. Dr Kabiraj presently teaches at the School of Business, Design and Technology at Häme University of Applied Sciences (HAMK), Finland. Through his teaching career in China as a tenured Full Professor and elsewhere, he has been awarded the Best Teacher Awards in 2008, 2011, 2014, and 2018 for academic research and teaching excellence. His research interests lie in strategy, sustainability, innovation, entrepreneurship, and international business. Sajal’s research focuses on the question of how companies, in collaboration with other societal actors, can contribute to sustainable development as defined in the UN Sustainable Development Goals (SDGs). He works together closely with practitioners from various industries to find answers to questions of practical and academic relevance. His research is characterized by a quantitative-empirical approach. In addition to active publishing, he likes to be active in collaboration with companies and other societal stakeholders and create societal impact. Sajal received the Outstanding Contribution Award for Research and Teaching from Dongbei University of Finance and Economics, Dalian, PR China in 2018. He has been awarded the highest honor to foreign experts “Xinghai Friendship Award 2015” by the Mayor of Dalian City, Dalian Municipal Government, PR China. He has supervised theses at the postgraduate level, including MBA, MSc, and Doctoral students.