000			01872nam a22002057a 4500
008			251118b ||||| |||| 00| 0 eng d
020			_a9789356400634 (pbk.)
041			_aEnglish
082			_a658.8 PAL
100			_aPalmatier, Robert W.
245			_aMarketing analytics : _bbased on first principles / _cRobert W. Palmatier, J. Andrew Petersen and Frank Germann
260			_aNew Delhi : _bBloomsbury publishing, _c2022.
300			_axxxii, 399 p. : _bill. ; _c24 cm.
500			_aSummary : "Using data analytics and big data in marketing and strategic decision-making is a key priority at many organizations and subsequently a vital part of the skills set for a successful marketing professional operating today. Authored by world-leading authorities in the field, Marketing Analytics provides a thoroughly contemporary overview of marketing analytics and coverage of a wide range of cutting edge data analytics techniques. It offers a powerful framework, organizing data analysis techniques around solving four underlying marketing problems: the 'First Principles of Marketing'. In this way, it offers an action-oriented, applied approach to managing marketing complexities and issues, and a sound grounding in making effective decisions based on strong evidence. It is supported by vivid international cases and examples, and applied pedagogical features. The companion website offers comprehensive classroom instruction slides, videos including walk throughs on all the examples and methods in the book, data sets, a test bank and a solution guide for instructors"-- Provided by publisher
500			_aIncludes bibliographical references and index.
650			_aMarketing management. _aMarketing statistical methods. _aMarketing research. _aDecision making.
700			_aPetersen, J. Andrew -- author
700			_aGermann, Frank -- author
942			_c1
999			_c15977 _d15977