Handbook of marketing analytics : methods and applications in marketing management, public policy, and litigation support

"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 cas...

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Bibliographic Details
Other Authors: Mizik, Natalie (Editor), Hanssens, Dominique M. (Editor)
Format: Book
Language: English
Published: Cheltenham ; Northampton : Edward Elgar Publishing, [2018]
Subjects:
marketing
analýza dat
zpracování dat
marketingový výzkum
data analysis
data processing
marketing research
příručky
handbooks and manuals
ISBN: 9781784716745
Physical Description: xxvi, 688 stran : ilustrace ; 24 cm

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Table of contents

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072 7 |a 658  |x Řízení a správa podniku  |2 Konspekt  |9 4 
080 |a 658.8  |2 MRF 
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245 0 0 |a Handbook of marketing analytics :  |b methods and applications in marketing management, public policy, and litigation support /  |c edited by Natalie Mizik and Dominique M. Hanssens 
264 1 |a Cheltenham ;  |a Northampton :  |b Edward Elgar Publishing,  |c [2018] 
264 4 |c ©2018 
300 |a xxvi, 688 stran :  |b ilustrace ;  |c 24 cm 
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520 |a "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."--Resumé vydavatele 
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650 0 7 |a analýza dat  |7 ph301326  |2 czenas 
650 0 7 |a zpracování dat  |7 ph127675  |2 czenas 
650 0 7 |a marketingový výzkum  |7 ph115230  |2 czenas 
650 0 9 |a marketing  |2 eczenas 
650 0 9 |a data analysis  |2 eczenas 
650 0 9 |a data processing  |2 eczenas 
650 0 9 |a marketing research  |2 eczenas 
655 7 |a příručky  |7 fd133209  |2 czenas 
655 9 |a handbooks and manuals  |2 eczenas 
700 1 |a Mizik, Natalie  |7 utb20181018945  |4 edt 
700 1 |a Hanssens, Dominique M.  |7 utb20191019805  |4 edt 
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