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Marketing analytics : essential tools for data-driven decisions
(Darden Business Publishing, University of Virginia Press, 2021)
"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 ...
Essentials of marketing research
(McGraw-Hill, 2021)
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 ...
Key marketing metrics : the 50+ metrics every manager needs to know
(Pearson, 2021)
"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 ...
The Routledge companion to marketing research
(Routledge, 2021)
"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 ...