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Marketing analytics: for strategic decision-making

Marketing analytics: for strategic decision-making
Marketing analytics: for strategic decision-making
Analytics is taking up an increasingly larger role in a marketer’s everyday decision-making. With a change in the customers’ nature of buying behaviour, there is a need for marketers to understand and use technology-enhanced data collection and analysis methods. Marketing Analytics: For Strategic Decision-Making has been written from a marketing perspective to provide a comprehensive overview of the analytical methods that are pertinent and important for a marketer through illustrations that make use of appropriate data sets and apply software such as R, SPSS and Excel.
Oxford University Press
Maity, Moutusy
5f3d5d42-c5ba-4168-83c7-35b2888654a0
Gurazada, Pavankumar
12e09c60-81ff-44e4-bf24-5a32122d03ce
Maity, Moutusy
5f3d5d42-c5ba-4168-83c7-35b2888654a0
Gurazada, Pavankumar
12e09c60-81ff-44e4-bf24-5a32122d03ce

Maity, Moutusy and Gurazada, Pavankumar (2021) Marketing analytics: for strategic decision-making , India. Oxford University Press, 480pp.

Record type: Book

Abstract

Analytics is taking up an increasingly larger role in a marketer’s everyday decision-making. With a change in the customers’ nature of buying behaviour, there is a need for marketers to understand and use technology-enhanced data collection and analysis methods. Marketing Analytics: For Strategic Decision-Making has been written from a marketing perspective to provide a comprehensive overview of the analytical methods that are pertinent and important for a marketer through illustrations that make use of appropriate data sets and apply software such as R, SPSS and Excel.

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More information

Published date: 25 March 2021
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Identifiers

Local EPrints ID: 474602
URI: http://eprints.soton.ac.uk/id/eprint/474602
PURE UUID: 4723efd8-fe56-4d77-82ce-5c86c0d51edb
ORCID for Moutusy Maity: ORCID iD orcid.org/0000-0002-8900-1311

Catalogue record

Date deposited: 28 Feb 2023 17:32
Last modified: 08 Dec 2023 03:05

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Contributors

Author: Moutusy Maity ORCID iD
Author: Pavankumar Gurazada

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