Applied Marketing Analytics Using R

Gokhan Yildirim, Raoul V. Kuebler

Applied Marketing Analytics Using R
Format
Paperback
Publisher
Sage Publications Ltd
Country
United Kingdom
Published
22 August 2023
Pages
392
ISBN
9781529768725

Applied Marketing Analytics Using R

Gokhan Yildirim, Raoul V. Kuebler

Marketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing analytics tools. With this trend only set to continue, it's vital for marketers today to be comfortable in their use of data and quantitative approaches and have a thorough grounding in understanding and using marketing analytics in order to gain insights, support strategic decision-making, solve marketing problems, maximise value and achieve success.

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. Kubler is an Associate Professor of Marketing at ESSEC Business School, Paris.

This item is not currently in-stock. It can be ordered online and is expected to ship in 7-14 days

Our stock data is updated periodically, and availability may change throughout the day for in-demand items. Please call the relevant shop for the most current stock information. Prices are subject to change without notice.

Sign in or become a Readings Member to add this title to a wishlist.