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Handbook of marketing analytics
Mizik, Natalie; Hanssens, Dominique M. - 2018
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...
Persistent link: https://www.econbiz.de/10011812579
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Consumer attitude metrics for guiding marketing mix decisions
Hanssens, Dominique M.; Pauwels, Koen; Srinivasan, Shuba; … - In: Marketing science : the marketing journal of the … 33 (2014) 4, pp. 534-550
Persistent link: https://www.econbiz.de/10010402542
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Handbook of marketing analytics : methods and applications in marketing management, public policy, and litigation support
Mizik, Natalie (ed.); Hanssens, Dominique M. (ed.) - 2018
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...
Persistent link: https://www.econbiz.de/10012492441