000			01770nam a22002297a 4500
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082			_a658.83 _bVEN
100			_aVenkatesan, Rajkumar _914126
245			_aMarketing analytics: _bessential tools for data-driven decisions
260			_bUniversity of Virginia Press _aLondon _c2021
300			_ax, 294 p.
365			_aUSD _b39.95
520			_aThe 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. (https://www.upress.virginia.edu/title/5523/)
650			_aMarketing--Management _913795
650			_aMarketing--Statistical methods _915487
650			_aMarketing research _913253
700			_aFarris, Paul W. _915488
700			_aWilcox, Ronald T. _915489
942			_cBK _2ddc
999			_c5859 _d5859