Applied Marketing Analytics Using Python - Softcover

Gokhan Yildirim; Raoul V. Kübler

 
9781529684162: Applied Marketing Analytics Using Python
Softcover
ISBN 10: 1529684161 ISBN 13: 9781529684162
Verlag: SAGE Publications Ltd, 2025

Inhaltsangabe

It is vital for marketers today to be comfortable in their use of data and quantitative approaches and have a thorough grounding in understanding and using marketing analytics in order to gain insights, support strategic decision-making, solve marketing problems, maximise value and achieve success.

Taking a very hands-on approach with the use of real-world datasets, case studies and Python, this book supports students and practitioners to explore a range of marketing phenomena using various applied analytics tools, with a balanced mix of technical coverage alongside marketing theory and frameworks. 

Supporting online resources include datasets and software codes and solutions as well as PowerPoint slides, a teaching guide and a testbank. This book is essential reading for advanced level marketing students and practitioners who want to become cutting-edge marketers.

Dr Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School, London.

Dr Raoul V. Kübler is an Associate Professor of Marketing at ESSEC Business School, Paris.

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Über die Autorin bzw. den Autor

Dr. Gokhan Yildirim is an Associate Professor of Marketing at Imperial College Business School where he teaches on the full-time MBA, executive MBA and MSc Business Analytics programs. Gokhan's research is at the intersection of marketing effectiveness, metrics and models. He quantifies how marketing actions impact offline and online consumer behaviour, and how changes in consumer attitudes in turn drive company performance. Specifically, his research concerns short vs. long-term effectiveness of digital and non-digital marketing activities, cross-channel marketing resource allocation, and consumer attitudinal metrics for guiding marketing decisions. He uses applied time-series econometrics and machine learning tools to offer managerial insights in these areas. Gokhan's academic work appeared in leading journals of the field such as Journal of Marketing, Marketing Science and International Journal of Research in Marketing. He is one of the recipients of the prestigious ISMS-MSI Gary Lilien Practice Prize award.

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Gain a thorough grounding in marketing analytics using Python with this practical guide which balances applied analytics tools with marketing theory.

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Verlag
SAGE Publications Ltd
Erscheinungsdatum
2025
Sprache
Englisch
ISBN 10 
1529684161
ISBN 13 
9781529684162
Einband
Taschenbuch
Auflage
1
Anzahl der Seiten
336
Kontakt zum Hersteller
preigu GmbH & Co. KG
mail@preigu.de

Lengericher Landstr. 19
Osnabrück
Niedersachsen
49078
Deutschland

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