Applied Marketing Analytics Using R - Couverture souple

Yildirim, Gokhan; Kübler, Raoul V.

Couverture souple

ISBN 10 : 1529768721 ISBN 13 : 9781529768725

Editeur : SAGE Publications Ltd, 2023

Synopsis

Taking a very hands-on approach with the use of real-world datasets, case studies and R (a free statistical package), this book supports students and practitioners to explore a range of marketing phenomena using various applied analytics tools.

A propos du livre

À propos de l?auteur

Dr. Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School where he teaches on the full-time MBA, executive MBA and MSc Business Analytics programs. Gokhan's research is at the intersection of marketing effectiveness, metrics and models. He quantifies how marketing actions impact offline and online consumer behaviour, and how changes in consumer attitudes in turn drive company performance. Specifically, his research concerns short vs. long-term effectiveness of digital and non-digital marketing activities, cross-channel marketing resource allocation, and consumer attitudinal metrics for guiding marketing decisions. He uses applied time-series econometrics and machine learning tools to offer managerial insights in these areas. Gokhan's academic work appeared in leading journals of the field such as Journal of Marketing, Marketing Science and International Journal of Research in Marketing. He is one of the recipients of the prestigious ISMS-MSI Gary Lilien Practice Prize award.

Détails de l'édition

• Éditeur: SAGE Publications Ltd
• Date d'édition: 2023
• Langue: anglais
• ISBN 10: 1529768721
• ISBN 13: 9781529768725
• Reliure: Broché
• Numéro d'édition: 1
• Nombre de pages: 392
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible