Description
Taylor and Francis Ltd Creating Value with Data Analytics in Marketing 2nd Edition 2021 Softbound by Peter C. Verhoef, Edwin Kooge, Natasha Walk, Jaap E. Wieringa
The key competing texts are practitioner-focused 'how to' guides, whilst our book combines rigorous theory with practical insight and examples, with authors from both the academic and business world, making it more adoptable as a student text; Unlike other books on the subject, this has a customer focus and an exploration of how big data can add value to customers as well as organisations; Enables readers to move from "big data" to "big solutions" by demonstrating how to integrate data analytics into specific goals and processes for implementation; Highly successful and well regarded both for students and practitioners