TY  - BOOK
AU  - Maity, Moutusy.
AU  - Gurazada, Pavankumar.
TI  - Marketing Analytics: : For Strategic Decision-Making 
SN  - 9780190130862
U1  - 658.83 MAI 2021 
PY  - 2021///
CY  - New Delhi
PB  - OXFORD UNIVERSITY PRESS
KW  - Marketing
KW  - Marketing Analytics
N1  - 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
ER  -