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Marketing Analytics
Based on First Principles
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Marketing Analytics
$10499
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Book Hero Magic created this recommendation. While it's new and still learning, it may not be perfect - your feedback is welcome! IS THIS YOUR NEXT READ?
This book is ideal for advanced undergraduate, postgraduate, and MBA students specialising in marketing, as well as marketing practitioners seeking an evidence-based, analytical approach to strategy development.
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Book Hero Magic formatted this description to make it easier to read. While it's new and
still learning, it may not be perfect - your
feedback is welcome!
Description
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 prioritise digital growth to better connect with customers, it is vital that you are able to respond confidently to these questions, enabling you to utilise marketing analytics to better understand your business and increase revenue.
Marketing Analytics will help you to:
- Learn how to contextualise 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 contextualise 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.
Book Hero Magic summarised reviews for this book. While it's new and still learning, it may not be perfect - your feedback is welcome! HOW HAS THIS BEEN REVIEWED?
Praised for integrating analytics directly within marketing strategy, Marketing Analytics is commended for its clarity, structure, and comprehensive coverage. Elina Tang highlights it as a well-organised text essential for students entering marketing analytics, while Mojtaba Poorrezaei appreciates its easy-to-follow, example-rich content and software guidance. Reviews underscore its alignment of marketing strategy with consumer analytics techniques, making it valuable for both educators and practitioners.
Book Details
INFORMATION
ISBN: 9781352013191
Publisher: Bloomsbury Publishing PLC
Format: Paperback / softback
Date Published: 24 March 2022
Country: United Kingdom
Imprint: Bloomsbury Academic
Audience: Tertiary education
DIMENSIONS
Spine width: 22.0mm
Width: 170.0mm
Height: 244.0mm
Weight: 880g
Pages: 432
About the Author
Robert W. Palmatier is Professor of Marketing, and John C. Narver Chair of Business Administration at the University of Washington, USA.
Frank Germann is Associate Professor of Marketing at the University of Notre Dame, USA.
J. Andrew Petersen is an Associate Professor of Marketing at the Pennsylvania State University, USA.
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