Author: Venkatesan, Rajkumar

Price: $29.51

Category:Marketing
Publication Date:2021-01-13T00:00:01Z
Pages:312
Binding:Hardcover
ISBN:10:0813945151
ISBN:13:9780813945156
"A textbook on marketing analytics, this book provides practical predictive models in marketing. It strives to strike a balance between highly sophisticated models and managerial relevance. Through the diverse business cases in the book, readers learn how to connect marketing inputs to customer behavior and how to use historic information, experiments, or heuristics to develop forward-looking what-if scenarios and predictive models. The real-life cases include real data, enabling readers to take a hands-on approach to the analysis"--