TY  - BOOK
AU  - Kubler, Raoul
TI  - Applied marketing analytics using R
SN  - 9781529768725
U1  - 658.8342 YIL 
PY  - 2023///
CY  - London
PB  - Sage Publications Pvt. Ltd.
KW  -  Industrial marketing
KW  - Marketing Data processing
KW  - Marketing Statistical methods
KW  - R (Computer program language)
N1  - Includes bibliographical references and index
N2  - 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
ER  -