Marketing analytics : based on first principles / Robert W. Palmatier, Frank Germann, J. Andrew Petersen.
Material type:
TextPublisher: New Delhi: Bloomsbury, 2022Description: xxxii, 399 pages: 25 cmISBN: 9789356400634Subject(s): Marketing -- Management | Marketing -- Statistical methods | Marketing research | Decision makingDDC classification: 658.83 Summary: "Using data analytics and big data in marketing and strategic decision-making is a key priority at many organisations and subsequently a vital part of the skills set for a successful marketing professional operating today. Authored by world-leading authorities in the field, Marketing Analytics provides a thoroughly contemporary overview of marketing analytics and coverage of a wide range of cutting edge data analytics techniques. It offers a powerful framework, organising data analysis techniques around solving four underlying marketing problems: the 'First Principles of Marketing'. In this way, it offers an action-oriented, applied approach to managing marketing complexities and issues, and a sound grounding in making effective decisions based on strong evidence. It is supported by vivid international cases and examples, and applied pedagogical features. The companion website offers comprehensive classroom instruction slides, videos including walk throughs on all the examples and methods in the book, data sets, a test bank and a solution guide for instructors"--
| Item type | Current location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
| Books | Institute of Public Enterprise, Library S Campus | 658.83 PAL (Browse shelf) | Checked out | 08/08/2024 | 47026 |
Browsing Institute of Public Enterprise, Library shelves, Shelving location: S Campus Close shelf browser
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| 658.83 NAR Marketing research : text and cases / | 658.83 NAR Marketing research : text and cases / | 658.83 NAR.M Marketing Research / | 658.83 PAL Marketing analytics : Robert W. Palmatier, Frank Germann, J. Andrew Petersen. | 658.83 PAR.M Marketing Research / | 658.83 WIL Marketing research: delivery customer insight/ | 658.83 ZIK Exploring Marketing Research / |
Includes index.
"Using data analytics and big data in marketing and strategic decision-making is a key priority at many organisations and subsequently a vital part of the skills set for a successful marketing professional operating today. Authored by world-leading authorities in the field, Marketing Analytics provides a thoroughly contemporary overview of marketing analytics and coverage of a wide range of cutting edge data analytics techniques. It offers a powerful framework, organising data analysis techniques around solving four underlying marketing problems: the 'First Principles of Marketing'. In this way, it offers an action-oriented, applied approach to managing marketing complexities and issues, and a sound grounding in making effective decisions based on strong evidence. It is supported by vivid international cases and examples, and applied pedagogical features. The companion website offers comprehensive classroom instruction slides, videos including walk throughs on all the examples and methods in the book, data sets, a test bank and a solution guide for instructors"--
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