Marketing analytics : essential tools for data-driven decisions

dc.contributor.author	Venkatesan, Rajkumar
dc.contributor.author	Farris, Paul W.
dc.contributor.author	Wilcox, Ronald T.
dc.date.issued	2021
dc.identifier.isbn	9780813945163
dc.identifier.uri	https://thuvienso.hoasen.edu.vn/handle/123456789/12566
dc.description.abstract	"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" Provided by publisher.
dc.format	x, 294 p. : ill.
dc.language.iso	en
dc.publisher	Darden Business Publishing, University of Virginia Press
dc.relation.ispartofseries	Darden business publishing
dc.subject	Marketing
dc.subject	Marketing research
dc.subject	Management
dc.subject	Statistical methods
dc.title	Marketing analytics : essential tools for data-driven decisions
dc.type	Book