ENGLISH

Handbook of Marketing Analytics: Methods and Applications in Marketing Management, Public Policy, and Litigation Support

By Editors , Dominique M. Hanssens , Natalie Mizik

Book information

Publisher
Edward Elgar Publishing
Year
2018
ISBN
9781784716752, 1784716758
Language
english
Format
PDF
Filesize
15 MB (15214427 bytes)
Series
Research Handbooks in Business and Nanagement
Pages
xxvi+688\713
Topic
Business Marketing
Time added
2018-07-23 19:24:48

Description

The Handbook of Marketing Analytics showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation support. Fourteen chapters present an overview of specific marketing analytic methods in technical detail, while 22 case studies present thorough examples of the use of each method. The contributors featured are recognized authorities in their fields. Multidisciplinary in scope, this Handbook covers experimental methods, non-experimental methods, and their digital-era extensions. It explores topics such as classical and Bayesian econometrics, causality, machine learning, optimization, and recent advancements in conjoint analysis. This standout collection of analytical methods and application will be useful and educational for all readers, whether they are academics or practitioners in marketing, public policy, or litigation.

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