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...

"Culture pervades consumption and marketing in ways that many marketing managers fail to appreciate. This book provides a comprehensive introduction to marketing management through an interpretive cultural lens. In bringing culture to the fore, this edited textbook brings into consideration the...