Handbook of marketing analytics : methods and applications in marketing management, public policy, and litigation support

• Other Authors: Mizik, Natalie (Editor), Hanssens, Dominique M. (Editor)
• Format: Book
• Language: English
• Published: Cheltenham ; Northampton : Edward Elgar Publishing, [2018]
• Subjects: marketing; analýza dat; zpracování dat; marketingový výzkum; data analysis; data processing; marketing research; příručky; handbooks and manuals

"The Handbook of Marketing Analytics showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation support. Fourteen chapters present an overview of specific marketing analytic methods in technical detail, while 22 cas...