Handbook of Marketing Analytics: Methods and Applications in Marketing Management, Public Policy, and Litigation Support
- ISBN-10
- 1784716758
- ISBN-13
- 9781784716752
- Pages
- 712
- Language
- English
- Publisher
- Edward Elgar Publishing
- Authors
- Dominique M. Hanssens, Natalie Mizik
Description
Marketing Science contributes significantly to the development and validation of analytical tools with a wide range of applications in business, public policy and litigation support. The Handbook of Marketing Analytics showcases the analytical methods used in marketing and their high-impact real-life applications. Fourteen chapters provide an overview of specific marketing analytic methods in some technical detail and 22 case studies present thorough examples of the use of each method in marketing management, public policy, and litigation support. All contributing authors are recognized authorities in their area of specialty.
