Marketing analytics : essential tools for data-driven decisions /

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"A textbook on marketing analytics, this book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Venkatesan, Rajkumar (Autor), Farris, Paul W. (Autor), Wilcox, Ronald T. (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Charlottesville : Darden Business Publishing, University of Virginia Press, 2021.
Temas:
Marketing > Management.
Marketing > Statistical methods.
Marketing research.
Marketing > Gestion.
Marketing > Méthodes statistiques.
Marketing > Recherche.
Livres numériques.
e-books.
BUSINESS & ECONOMICS > Education.
Marketing > Management
Marketing research
Marketing > Statistical methods
Acceso en línea:Texto completo
Descripción
Sumario:"A textbook on marketing analytics, this book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer behavior and how to use historic information, experiments, or heuristics to develop forward-looking what-if scenarios and predictive models. The real-life cases include real data, enabling readers to take a hands-on approach to the analysis"--
Descripción Física:1 online resource (x, 294 pages) : illustrations
Bibliografía:Includes bibliographical references and index.
ISBN:9780813945163
081394516X

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