000			03550nam a22002417a 4500
999			_c4793 _d4793
005			20230216111247.0
008			230216b ||||| |||| 00| 0 eng d
020			_a9789356400634
082			_a658.83 _bPAL
100			_aPalmatier, Robert W. _918
245			_aMarketing analytics based on first principles
260			_bBloomsbury Publishing Pvt. Ltd. _aNew Delhi _c2022
300			_axxxii, 399 p.
365			_aINR _b899.00
504			_aTable of Contents Chapter 1 – Introduction to Marketing Analytics Based on First Principles PART ONE – ALL CUSTOMERS DIFFER Chapter 2 – Understanding Marketing Principles #1: All Customers Differ Chapter 3 – Cluster Analysis for Segmentation Chapter 4 – Discriminant Analysis for Targeting and Classification Chapter 5 – Perceptual and Preference Mapping for Competitive Positioning PART TWO – ALL CUSTOMERS CHANGE Chapter 6 – Understanding Marketing Principle #2: All Customers Change Chapter 7 – RFM Analysis Chapter 8 – Logistic Regression Chapter 9 – Customer Lifetime Value PART THREE – ALL COMPETITORS REACT Chapter 10 – Understanding Marketing Principle #3: All Competitors React Chapter 11 – Survey Design and Testing to Derive Customer Insights Chapter 12 – Conjoint Analysis for Product and Pricing Decisions Chapter 13 – Forecasting Sales for New Products PART FOUR – ALL RESOURCES ARE LIMITED Chapter 14 - Understanding Marketing Principle #4: All Resources are Limited Chapter 15 – Using Marketing Mix Models to Optimize the Marketing Mix Chapter 16 – Using Marketing Experiments to Optimize the Marketing Mix Chapter 17 – Using Topic Models to Glean Customer Insights
520			_aRobert W. Palmatier's dynamic First Principles of Marketing framework provides the structure for this research-based, action-orientated guide to organizing analytics tools, marketing models and methodologies. When should you use a specific technique in data analytics? How does each new analytics technique improve performance? Which techniques are worth time and investment to implement? As organizations prioritize digital growth to better connect with customers, it is vital that you are able to respond confidently to these questions, enabling you to utilize marketing analytics to better understand your business and increase revenue. Marketing Analytics will help you to: · Learn how to contextualize models and statistical analysis within the foundational principles of marketing through the use of a problem-centric framework. · Understand technical analyses by engaging with a pertinent range of vivid examples, and a running case study to contextualize practical, jargon-free descriptions. · Embark on an applied learning pathway with a comprehensive companion website including datasets and walk-through videos on challenging tasks: bloomsbury.pub/marketing-analytics. · Take a software-agnostic approach to learning, enhanced by the provision of examples in free, open-source R and Tableau software. Authored by world-leading experts in marketing strategy, Marketing Analytics is the ideal textbook for advanced undergraduate, postgraduate and MBA students of marketing, and practitioners seeking to direct effective strategy from an analysis-based evidential approach.
650			_aMarketing--Management _9348
650			_aMarketing--Statistical methods _95861
650			_aMarketing research _9276
650			_aMarketing--Data processing _912042
700			_aPetersen, J. Andrew _912043
942			_2ddc _cBK