Handbook of Marketing Analytics: Methods and Applications in Marketing Management, Public Policy, and Litigation Support

Natalie Mizik (Ed.)

ISBN 10: 178990420X / ISBN 13: 9781789904208

Edité par Edward Elgar Publishing Ltd, 2019

2019. Paperback. . . . . . N° de réf. du vendeur V9781789904208

Synopsis :

The Handbook of Marketing Analytics showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation support. Fourteen methods chapters present an overview of specific marketing analytic methods in technical detail while twenty-two case studies present thorough examples of the use of each method.

The contributors featured are recognized authorities in their fields. Multidisciplinary in scope this Handbook covers experimental methods, non-experimental methods, and their digital-era extensions. It explores topics such as Classical and Bayesian econometrics, Causality, Machine learning, Optimization, and recent advancements in Conjoint Analysis.

This standout collection of analytical methods and application will be useful and educational for all readers, whether they are academics or practitioners in marketing, public policy, or litigation.

Contributors include: M. Akemann, S. Albers, P. Albuquerque, G.M. Allenby, V. Altuglu, A.N. Angulo, A. Ansari, L. Ash, M. Bakker, R. Befurt, T.C. Borek, D. Borrego, B.J. Bronnenberg, Z. Chance, P.K. Chintagunta, M.G. Dekimpe, R. Dhar, D. Dzyabura, R.K. Fair, D.G. Fiebig, M. Fischer, A. Goldfarb, N.J. Goldstein, R. Guha, D.M. Hanssens, M. Hatzis, J.R. Howell, K. Huskey, R. Jacobson, D. Iacobucci, I. Ionova, S. Iyer, V.K. Kanuri, A. Lambrecht, A.Y. Lee, D.R. Lehmann, Y. Li, L. Ma, M.K. Mantrala, N. Mizik, L. O'Laughlin, D. Onul, A. Oza, K. Pauwels, E. Pavlov, K.I. Powers, V.R. Rao, R. Reed-Arthurs, D.M. Ringel, J. Roberts, P.E. Rossi, R. Schwabe, J. Silva-Risso, B. Skiera, J.H. Steckel, O. Toubia, M. Trusov, C. Tucker, A.M. Tybout, K. Wertenbroch, A.G. White, S. Woodhouse, H. Yoganarasimhan, J.D. Zona

À propos de l?auteur: Edited by Natalie Mizik, Professor of Marketing and J. Gary Shansby Endowed Chair in Marketing Strategy, Foster School of Business, University of Washington and Dominique M. Hanssens, Distinguished Research Professor of Marketing, Anderson School of Management, University of California, Los Angeles, US

Détails bibliographiques

Titre : Handbook of Marketing Analytics: Methods and...
Éditeur : Edward Elgar Publishing Ltd
Date d'édition : 2019
Reliure : Couverture souple
Etat : New