Detalles de la obra

Título:
Cutting-edge marketing analytics
Subtítulo:
Real world cases and data sets for hands on learning
Autor(es):
Venkatesan, Rajkumar; Farris, Paul W.; Wilcox, Ronald T.
Pie de imprenta:
Upper Saddle River: Pearson Education, c2015
Descripción física:
xix,300 p. il., grafs. 24 x 18 cm.
Idioma:
Inglés
ISBN:
978-0-13-355252-2
Resumen:
Contiene: I. Resource allocation.- 1. A resource-allocation perspective for marketing analytics. 2. Dunia finance LLC.- Product analytics.- 3. Cluster analysis for segmentation. 4. Segmentation at Sticks Kebob Shop. 5. A practical guide to conjoint analysis. 6. Portland Trail Blazers.- III. Marketing-mix analytics.- 7. Multiple regression in marketing-mix models. 8. Design of price and advertising elasticity models. 9. SVEDKA Vodka.- IV. Customer analytics.- 10. Customer lifetime value. 11. Netflix: the customer strikes back. 12. Retail relay. 13. Logistic regression. 14. Retail relay revisited.- V. Digital analytics.- 15. Designing marketing experiments. 16. Transformation of marketing at the Ohio Art Company. 17. Paid search advertising. 18. Motorcowboy: getting a foot in the door. 19. VinConnect, Inc: digital marketing strategy. 20. Cardagin: local mobile rewards.- VI. Resource allocation revisited.- 21. Dunia finance LLC revisited. 22. Implementing marketing analytics.
Referencias bibliográficas:
Incluye Bibliografía
Ubicación física:
658.831 / VEN
Tipo de material:
[Material Impreso]