Applied Marketing Analytics Using R - Couverture souple

Yildirim, Gokhan; Kübler, Raoul V.

 
9781529768725: Applied Marketing Analytics Using R
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.

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.

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

Autres éditions populaires du même titre

9781529768732: Applied Marketing Analytics Using R

Edition présentée

ISBN 10 :  152976873X ISBN 13 :  9781529768732
Editeur : SAGE Publications Ltd, 2023
Couverture rigide