Gupta, Seema creator Jathar, Avadhoot -- author text New Delhi Wiley 2026 2nd edition monographic eng Eng lis h

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xxiv, 522 p. : ill. ; 24 cm. Book Overview : This textbook is a practical reference for students and professionals, focusing on applying statistical, machine learning, and generative AI models to various marketing sectors Seema Gupta; Avadhoot Jathar Marketing – Data processing Marketing – Statistical methods Marketing research – Methodology Big data – Marketing Branding and product development. Pricing and marketing mix. Customer Journey mapping and analysis. Customer relations – Data processing Marketing Metrics. Predictive Analytics. Market Segmentation. Marketing Mix Modeling (MMM) 658.8 GUP 9789373320489 (pbk.) 260407