As the use of analytics becomes increasingly important in todays business landscapeampampnbspThe Marketing Analytics Practitioners GuideampampnbspMAPG provides a thorough understanding of marketing management concepts and their practical applications making it a valuable resource for professionals and students alike.The fourvolume compendium of MAPG provides an indepth look at marketing management concepts and their practical applications equipping readers with the knowledge and skills needed to effectively inform daily marketing decisions and strategy development and implementation. It seamlessly blends the art and science of marketing reflecting the disciplines evolution in the era of data analytics. Whether youre a seasoned marketer or new to the field the MAPG is an essential guide for mastering the use of analytics in modern marketing practices.Volume I is focused onampampnbspBrand and Consumer.