000			01499nam a2200217 4500
005			20250220214036.0
008			250220b |||||||| |||| 00| 0 eng d
020			_a9781529768725
082			_a658.8342 YIL _bYIL
245			_aApplied marketing analytics using R
260			_aLondon: _bSage Publications Pvt. Ltd., _cc2023.
300			_axiv, 369p.
500			_aIncludes bibliographical references and index.
520			_aMarketing 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.
650			_a Industrial marketing
650			_aMarketing Data processing
650			_aMarketing Statistical methods
650			_aR (Computer program language)
700			_aKubler, Raoul _eAuthor
942			_2ddc _cC
999			_c30349 _d30349