Marketing analytics are at the heart of this textbook, written by Dr. Gokhan Yildirim (Imperial College Business School) and Dr. Raoul V. Kubler (ESSEC Business School). It focuses on the practical application of analytics tools in marketing, using realistic datasets and case studies.
Using R, a free statistical software package, this book provides a balanced mix of theory and technical skills. It supports marketing professionals and advanced students in understanding data, solving marketing problems, and supporting strategic decisions.
Features:
- Practical examples with real datasets
- Learning objectives per chapter
- Figures, tables, and practice questions
- Online support for instructors, with datasets, software code, PowerPoint presentations, and assessment materials
This book is essential for anyone who wants to stay up to date with marketing analytics and the use of advanced analytics tools.
Dr. Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School, London.
Dr. Raoul V. Kubler is an Associate Professor of Marketing at ESSEC Business School, Paris.