90折
Handbook of Marketing Analytics ― Methods and Applications in Marketing Management, Public Policy, and Litigation Support
- 系列名：Research Handbooks in Business and Management
- ISBN13：9781784716745
- 出版社：Edward Elgar Pub
- 作者：Natalie Mizik (EDT); Dominique M. Hanssens (EDT)
- 裝訂／頁數：精裝／704頁
- 規格：15.6cm*23.5cm (高/寬)
- 出版日：2018/02/23
定 價：NT$ 13050 元
優惠價：90 折 11745 元
若需訂購本書，請電洽客服 02-25006600[分機130、131]。
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商品簡介
The Handbook of Marketing Analytics showcases analytical marketing methods and their high-impact real-life applications in marketing management, public policy, and litigation support. Fourteen chapters present an overview of specific marketing analytic methods in technical detail, while 22 case studies present thorough examples of the use of each method.The contributors featured are recognized authorities in their fields. Multidisciplinary in scope, this Handbook covers experimental methods, non-experimental methods, and their digital-era extensions. It explores topics such as classical and Bayesian econometrics, causality, machine learning, optimization, and recent advancements in conjoint analysis.This standout collection of analytical methods and application will be useful and educational for all readers, whether they are academics or practitioners in marketing, public policy, or litigation.
作者簡介
Edited by Natalie Mizik, Professor of Marketing, J. Gary Shansby Endowed Chair in Marketing Strategy, Foster School of Business, University of Washington and Dominique M. Hanssens, Distinguished Research Professor of Marketing, Anderson School of Management, University of California, Los Angeles, US
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