Articoli correlati a Marketing Analytics: Essential Tools for Data-Driven...

Marketing Analytics: Essential Tools for Data-Driven Decisions - Rilegato

Venkatesan, Rajkumar; Farris, Paul W.; Wilcox, Ronald T.

 
9780813945156: Marketing Analytics: Essential Tools for Data-Driven Decisions
Rilegato
ISBN 10: 0813945151 ISBN 13: 9780813945156
Casa editrice: Darden Business Pub, 2021

Sinossi

The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s. As they illustrate, big data analytics is the engine that drives marketing, providing a forward-looking, predictive perspective for marketing decision-making.

The book presents actual cases and data, giving readers invaluable real-world instruction. The cases show how to identify relevant data, choose the best analytics technique, and investigate the link between marketing plans and customer behavior. These actual scenarios shed light on the most pressing marketing questions, such as setting the optimal price for one’s product or designing effective digital marketing campaigns.

Big data is currently the most powerful resource to the marketing professional, and this book illustrates how to fully harness that power to effectively maximize marketing efforts.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Informazioni sull'autore

Rajkumar Venkatesan is Ronald Trzcinski Professor of Business Administration at Darden Business School, University of Virginia.

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

Editore
Darden Business Pub
Data di pubblicazione
2021
Lingua
Inglese
ISBN 10 
0813945151
ISBN 13 
9780813945156
Rilegatura
Copertina rigida
Numero di pagine
294
Contatto del produttore
non disponibile
Persona responsabile
non disponibile