Applied Marketing Analytics Using R
£41.20£42.70 (-4%)
Taking a very hands-on approach with the use of real-world datasets, case studies and R (a free statistical package), this book supports students and practitioners to explore a range of marketing phenomena using various applied analytics tools, with a balanced mix of technical coverage alongside marketing theory and frameworks. Chapters include learning objectives, figures, tables and questions to help facilitate learning.
Also included online with the datasets are software codes and solutions (R Markdowns, HTML files) to use with the book, as well as PowerPoint slides, a teaching guide and a testbank for instructors teaching a marketing analytics course.
This book is essential reading for advanced level marketing students and marketing practitioners who want to become cutting-edge marketers.
Dr. Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School, London.
Dr. Raoul V. Kübler is an Associate Professor of Marketing at ESSEC Business School, Paris.
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Additional information
Publisher | 1st edition (22 Aug. 2023), SAGE Publications Ltd |
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Language | English |
Paperback | 392 pages |
ISBN-10 | 1529768721 |
ISBN-13 | 978-1529768725 |
Dimensions | 19.05 x 2.06 x 23.5 cm |
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