Marketing Analytics: Based on First Principles

Robert W. Palmatier

ISBN 10: 1352013193 / ISBN 13: 9781352013191

Published by Bloomsbury Publishing PLC, 2022

About this Item

2022. 1st Edition. Paperback. . . . . .

Seller Inventory # V9781352013191

Bibliographic Details

• Title: Marketing Analytics: Based on First Principles
• Publisher: Bloomsbury Publishing PLC
• Publication Date: 2022
• Language: English
• ISBN 10: 1352013193
• ISBN 13: 9781352013191
• Binding: Soft cover
• Edition: 1st Edition
• Condition: New

About this title

Synopsis

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.

About the Author

Frank Germann is Associate Professor of Marketing at the University of Notre Dame, USA; J. Andrew Petersen is an Associate Professor of Marketing at the Pennsylvania State University, USA.; Robert W. Palmatier is Professor of Marketing, and John C. Narver Chair of Business Administration at the University of Washington, USA.