000			02118cam a22002898i 4500
005			20260112063332.0
010			_a2021-054491
020			_a9789356400634
039			_a202512161537 _bstaff _c202411211104 _d staff _y 202411211059 _z staff
082			_a658.83 _bPAL
100			_aPalmatier, Robert W.
245			_aMarketing Analytics : Based on First Principles / _cRobert W. Palmatier , J. Andrew Petersen and Frank Germann.
250			_a1 Edition.
264			_aNewDelhi : _bBloomsbury Academic, _c2022.
300			_axxxii , 399 pages .; _bill , _c24 cm
504			_aIncludes bibliographical references and index.
520			_a"Using data analytics and big data in marketing and strategic decision-making is a key priority at many organisations 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, organising 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"-- _cProvided by publisher.
650			_aMarketing _x Management.
650			_aMarketing _x Statistical methods.
650			_aMarketing research.
650			_aDecision making.
700			_aPetersen, J. Andrew
700			_aGermann, Frank
991			_aVIRTUA
991			_aVTLSSORT0080*0100*0200*0820*1000*2450*2500*2640*3000*5040*5200*6500*6501*6502*6503*7000*7001*9992
909			_a6055
999			_c5465 _d5465