Marketing Analytics - For Strategic Decision-Making 1 Edition  (Paperback, Moutusy Maity, Pavankumar Gurazada)

Analytics is taking up an increasingly larger role in a marketer's everyday decision-making. With a change in the customers' nature of buying behaviour, there is a need for marketers to understand and use technology-enhanced data collection and analysis methods. Marketing Analytics: For Strategic Decision-making has been written from a marketing perspective to provide a comprehensive overview of the analytical methods that are pertinent and important for a marketer through illustrations that make use of appropriate data sets and apply software such as R, SPSS and Excel.||About the Author||Moutusy Maity, Professor, Marketing Management Area, Indian Institute of Management Lucknow. Pavankumar Gurazada, Faculty (Business and AI), Great Learning, Bangalore.