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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.
Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.
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.
À propos de la quatrième de couverture
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.
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.
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Applied Marketing Analytics Using R
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SAGE Publications Ltd (edition 1), 2023
ISBN 10 : 1529768721
ISBN 13 : 9781529768725
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Applied Marketing Analytics Using R
Edité par
SAGE Publications Ltd, 2023
ISBN 10 : 1529768721
ISBN 13 : 9781529768725
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Applied Marketing Analytics Using R (Paperback)
Edité par
Sage Publications Ltd, London, 2023
ISBN 10 : 1529768721
ISBN 13 : 9781529768725
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Paperback. Etat : new. Paperback. Marketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing analytics tools. With this trend only set to continue, it's vital for marketers today to be comfortable in their use of data and quantitative approaches and have a thorough grounding in understanding and using marketing analytics in order to gain insights, support strategic decision-making, solve marketing problems, maximise value and achieve success.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, with a balanced mix of technical coverage alongside marketing theory and frameworks. Chapters include learning objectives, figures, tables and questions to help facilitate learning.Also included online with the datasets are software codes and solutions (R Markdowns, HTML files) to use with the book, as well as PowerPoint slides, a teaching guide and a testbank for instructors teaching a marketing analytics course.This book is essential reading for advanced level marketing students and marketing practitioners who want to become cutting-edge marketers.Dr. Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School, London.Dr. Raoul V. Kubler is an Associate Professor of Marketing at ESSEC Business School, Paris. 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. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. N° de réf. du vendeur 9781529768725
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Applied Marketing Analytics Using R
Edité par
SAGE Publications Ltd, 2023
ISBN 10 : 1529768721
ISBN 13 : 9781529768725
Ancien ou d'occasion
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Applied Marketing Analytics Using R
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ISBN 13 : 9781529768725
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Applied Marketing Analytics Using R
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ISBN 13 : 9781529768725
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ISBN 13 : 9781529768725
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ISBN 13 : 9781529768725
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