Marketing analytics / Robert W. Palmatier, Frank Germann, J. Andrew Petersen.
Material type: TextPublication details: London Bloomsbury 2022Edition: 1 EditionDescription: xxxii, 399 pages cmISBN:- 9781352013191
- 9781352013214
- 9781352013207
- 9781350318403
- 9781350318410
- HF5415.127 P356
Item type | Current library | Collection | Call number | Status | Date due | Barcode |
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Books | Lagos Business School Library General Stacks | Non-fiction | HF5415.127 P356 (Browse shelf(Opens below)) | Available | 2023-0115 |
Browsing Lagos Business School Library shelves, Shelving location: General Stacks, Collection: Non-fiction Close shelf browser (Hides shelf browser)
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HF 5415.1265 S244 The social media bible : tactics, tools, and strategies for business success | HF 5415.1265 S393 The New rules of Marketing & PR : how to use social media, online video, mobile applications, blogs, new releases & viral marketing to reach buyers directly | HF 5415.127 B477 Segementation marketing : new methods for capturing business market | HF5415.127 P356 Marketing analytics / | HF 5415.127 W458 Market segmentation : using niche marketing to exploit new markets | HF 5415.129 B475 Marketing Channels | HF 5415.129 B475 Marketing Channels |
"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"--
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