Marketing Analytics: Based on First Principles
Language: English
Published by Bloomsbury Academic, 2022
- Softcover
- Used
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- Title
- Marketing Analytics: Based on First Principles
- Author
- Palmatier, Robert W., Petersen, J. Andrew, Germann, Frank
- Publisher
- Bloomsbury Academic
- Publication year
- 2022
- Condition
- very good
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 1352013193
- ISBN 13
- 9781352013191
All customers differ. All customers change. All competitors react. All resources are limited.
Robert W. Palmatier's dynamic First Principles of Marketing framework provides the structure for this research-based, action-orientated guide to organizing analytics tools, marketing models and methodologies.
When should you use a specific technique in data analytics? How does each new analytics technique improve performance? Which techniques are worth time and investment to implement?
As organizations prioritize digital growth to better connect with customers, it is vital that you are able to respond confidently to these questions, enabling you to utilize marketing analytics to better understand your business and increase revenue.
Marketing Analytics will help you to:
· Learn how to contextualize models and statistical analysis within the foundational principles of marketing through the use of a problem-centric framework.
· Understand technical analyses by engaging with a pertinent range of vivid examples, and a running case study to contextualize practical, jargon-free descriptions.
· Embark on an applied learning pathway with a comprehensive companion website including datasets and walk-through videos on challenging tasks: bloomsbury.pub/marketing-analytics.
· Take a software-agnostic approach to learning, enhanced by the provision of examples in free, open-source R and Tableau software.
Authored by world-leading experts in marketing strategy, Marketing Analytics is the ideal textbook for advanced undergraduate, postgraduate and MBA students of marketing, and practitioners seeking to direct effective strategy from an analysis-based evidential approach.
"Synopsis" may belong to another edition of this title.
About the Author
J. Andrew Petersen is an Associate Professor of Marketing at the Pennsylvania State University, USA.
Frank Germann is Associate Professor of Marketing at the University of Notre Dame, USA
"About the title" may belong to another edition of this title.
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