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 studies present thorough examples of the use of each method. The contributors featured are recognized authorities in their fields. Multidisciplinary in scope, this Handbook covers experimental methods, non-experimental methods, and their digital-era extensions. It explores topics such as classical...

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 studies present thorough examples of the use of each method. The contributors featured are recognized authorities in their fields. Multidisciplinary in scope, this Handbook covers experimental methods, non-experimental methods, and their digital-era extensions. It explores topics such as classical...