"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 ...

"We developed this new book with enthusiasm and great optimism. Marketing analytics is an exciting field to study, and there are numerous emerging opportunities for students at the undergraduate level, and particularly at ...

This book uses an application-oriented approach to equip students with tools and skills necessary to solve business problems and maximize opportunities. The authors' years of practical market research experience is evidenced ...

"Who is most likely to buy and what is the best way to target them? How can I use both consumer analytics and modelling to improve the impact of marketing campaigns? Marketing Analytics takes you step-by-step through these ...

"With businesses becoming ever more competitive, marketing strategies need to be more precise and performance oriented. Companies are investing considerably in analytical infrastructure for marketing. This new volume, ...

With a do-it-yourself, hands-on approach, Marketing Research: An Applied Orientation illustrates the interaction between marketing research decisions and marketing management decisions. This text uses a practical six-step ...

This book gives readers a “nuts and bolts” understanding of marketing research and provides them with extensive information on how to use it. This text provides the fundamentals of the statistical procedures used to analyze ...

"This book outlines the sources, strengths, and weaknesses of a broad array of key marketing metrics. How to harness those data for insight is explained. Most importantly, how to act on this insight-how to apply it not ...

"This single volume reference provides an alternative to traditional marketing research methods handbooks, focusing entirely on the new and innovative methods and technologies that are transforming marketing research and ...