| 000 | 02899cam a22004215i 4500 | ||
|---|---|---|---|
| 008 | 140402t20152015njua b 001 0 eng d | ||
| 010 | _a 2014937240 | ||
| 020 | _a9780133552522 | ||
| 020 | _a0133552527 | ||
| 035 | _a(OCoLC)ocn861210107 | ||
| 040 |
_aBTCTA _beng _cBTCTA _erda _dBDX _dYDXCP _dOCLCO _dOQX _dDLC |
||
| 042 | _alccopycat | ||
| 082 | 0 | 4 |
_a658.8/02 _223 |
| 082 | 0 | 4 |
_a658.83 _223 |
| 097 | 0 | 0 |
_aHF5415.127 _b.V46 2015 |
| 100 | 1 | _aVenkatesan, Rajkumar | |
| 245 | 1 | 0 |
_aCutting-edge marketing analytics : _breal world cases and data sets for hands on learning / _cRajkumar Venkatesan, Paul Farris, Ronald T. Wilcox |
| 264 | 1 |
_aUpper Saddle River, New Jersey : _bPearson Education, _cc2015. |
|
| 300 |
_axix, 300 p. : _bill. ; _c24 cm. |
||
| 336 |
_atext _btxt _2rdacontent |
||
| 337 |
_aunmediated _bn _2rdamedia |
||
| 338 |
_avolume _bnc _2rdacarrier |
||
| 504 | _aIncludes bibliographical references and index. | ||
| 650 | 0 |
_aMarketing _xManagement |
|
| 650 | 0 | _aMarketing research | |
| 650 | 0 |
_aMarketing research _vCase studies |
|
| 650 | 0 | _aMarket segmentation | |
| 650 | 0 | _aRevenue management | |
| 650 | 0 |
_aConsumer profiling _xResearch |
|
| 700 | 1 | _aFarris, Paul | |
| 700 | 1 | _aWilcox, Ronald T. | |
| 035 | _a18099345 | ||
| 520 | _aMaster practical strategic marketing analysis through real-life case studies and hands-on examples. In Cutting Edge Marketing Analytics , three pioneering experts integrate all three core areas of marketing analytics: statistical analysis, experiments, and managerial intuition. They fully detail a best-practice marketing analytics methodology, augmenting it with case studies that illustrate the quantitative and data analysis tools you'll need to allocate resources, define optimal marketing mixes; perform effective analysis of customers and digital marketing campaigns, and create high-value dashboards and metrics. For each marketing problem, the authors help you: Identify the right data and analytics techniques Conduct the analysis and obtain insights from it Outline what-if scenarios and define optimal solutions Connect your insights to strategic decision-making Each chapter contains technical notes, statistical knowledge, case studies, and real data you can use to perform the analysis yourself. As you proceed, you'll gain an in-depth understanding of: The real value of marketing analytics How to integrate quantitative analysis with managerial sensibility How to apply linear regression, logistic regression, cluster analysis, and Anova models The crucial role of careful experimental design For all marketing professionals specializing in marketing analytics and/or business intelligence; and for students and faculty in all graduate-level business courses covering Marketing Analytics, Marketing Effectiveness, or Marketing Metrics | ||
| 005 | 20170126100535.0 | ||
| 001 | 58161 | ||
| 003 | UOWD | ||
| 942 | _cREGULAR | ||
| 999 |
_c24755 _d24755 |
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