It is 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 Python, 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.
Supporting online resources include datasets and software codes and solutions as well as PowerPoint slides, a teaching guide and a testbank.
This book is essential reading for advanced level marketing students and 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 Kübler is an Associate Professor of Marketing at ESSEC Business School, Paris.
| Format |
Häftad |
| Omfång |
384 sidor |
| Språk |
Engelska |
| Förlag |
Sage Publications Ltd |
| Utgivningsdatum |
2025-04-01 |
| ISBN |
9781529684162 |
