All customers differ. All customers change. All competitors react. All resources are limited. Robert W. Palmatier's dynamic First Principles of Marketing framework provides the structure for this research-based, action-orientated guide to organizing analytics tools, marketing models and methodologies. When should you use a specific technique in data analytics? How does each new analytics technique improve performance? Which techniques are worth time and investment to implement? As organizations prioritize digital growth to better connect with customers, it is vital that you are able to respond confidently to these questions, enabling you to utilize marketing analytics to better understand your business and increase revenue. Marketing Analytics will help you to:
· Learn how to contextualize models and statistical analysis within the foundational principles of marketing through the use of a problem-centric framework.
· Understand technical analyses by engaging with a pertinent range of vivid examples, and a running case study to contextualize practical, jargon-free descriptions.
· Embark on an applied learning pathway with a comprehensive companion website including datasets and walk-through videos on challenging tasks: bloomsbury.pub/marketing-analytics.
· Take a software-agnostic approach to learning, enhanced by the provision of examples in free, open-source R and Tableau software. Authored by world-leading experts in marketing strategy, Marketing Analytics is the ideal textbook for advanced undergraduate, postgraduate and MBA students of marketing, and practitioners seeking to direct effective strategy from an analysis-based evidential approach.
eBook - ePub
Marketing Analytics
Based on First Principles
- 432 pages
- English
- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
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Table of contents
- Cover
- Halftitle Page
- Title Page
- Table of Contents
- List of Figures
- List of Tables
- Preface
- Tour of the Book
- Acknowledgments
- Author Biographies
- 1 Introduction to Marketing Analytics Based on First Principles
- PART 1: ALL CUSTOMERS DIFFER
- PART 2: ALL CUSTOMERS CHANGE
- PART 3: ALL COMPETITORS REACT
- PART 4: ALL RESOURCES ARE LIMITED
- Index
- Imprint
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Yes, you can access Marketing Analytics by Robert W. Palmatier,J. Andrew Petersen,Frank Germann in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over 1.5 million books available in our catalogue for you to explore.