Handbook of Marketing Analytics

This thoroughly revised second edition showcases analytical marketing methods and their real-life applications. Chapters describe the methods in detail while 22 new and updated case studies outline detailed examples of their uses.Expert contributors provide a comprehensive examination of leading marketing analytic methods including classical econometrics, machine learning, and Bayesian econometrics. They explore survey methods and multivariate models in marketing, analyzing their applications in management, public policy and in litigation support. Incorporating contributions from 26 new authors, the focus on the implementation of analytical methods and methodological reviews highlights advances in litigation support applications, particularly in relation to an increased reliance on empirical approaches and marketing analytical techniques.This updated Handbook is a crucial resource for scholars and students of research methods in business and management, innovation and technology, and marketing analytics. Practitioners and policymakers in marketing management and public policy, and attorneys and other professionals involved in business litigation, will also benefit from its valuable insights.