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Applied Marketing Analytics Using R

Af: Raoul V. Kubler, Gokhan Yildirim Engelsk Paperback

Applied Marketing Analytics Using R

Af: Raoul V. Kubler, Gokhan Yildirim Engelsk Paperback
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Marketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing analytics tools. With this trend only set to continue, it’s 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 R (a free statistical package), 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. Chapters include learning objectives, figures, tables and questions to help facilitate learning.

Supporting online resources are available to instructors to support teaching, including datasets and software codes and solutions (R Markdowns, HTML files) as well as PowerPoint slides, a teaching guide and a testbank.

This book is essential reading for advanced level marketing students and marketing 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.
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Marketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing analytics tools. With this trend only set to continue, it’s 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 R (a free statistical package), 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. Chapters include learning objectives, figures, tables and questions to help facilitate learning.

Supporting online resources are available to instructors to support teaching, including datasets and software codes and solutions (R Markdowns, HTML files) as well as PowerPoint slides, a teaching guide and a testbank.

This book is essential reading for advanced level marketing students and marketing 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.
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Se mere i:
Produktdetaljer
Sprog: Engelsk
Sider: 392
ISBN-13: 9781529768725
Indbinding: Paperback
Udgave:
ISBN-10: 1529768721
Kategori: Forskningsledelse og udviklingsledelse
Udg. Dato: 22 aug 2023
Længde: 22mm
Bredde: 233mm
Højde: 186mm
Forlag: Sage Publications Ltd
Oplagsdato: 22 aug 2023
Forfatter(e): Raoul V. Kubler, Gokhan Yildirim
Forfatter(e) Raoul V. Kubler, Gokhan Yildirim

Kategori Forskningsledelse og udviklingsledelse

ISBN-13 9781529768725

Sprog Engelsk

Indbinding Paperback

Sider 392

Udgave

Længde 22mm

Bredde 233mm

Højde 186mm

Udg. Dato 22 aug 2023

Oplagsdato 22 aug 2023

Forlag Sage Publications Ltd

Kategori sammenhænge