This marketing-focused textbook/self-study guide uses plain language and a conversational writing style to engage students and practitioners in marketing, marketing research, business analysis,
campaign management, and pricing analysis. The guide explains how to use statistical and econometric techniques to solve real-life marketing problems and gives examples. The book begins with
basics of statistics, marketing strategy, and consumer behavior. The rest of the book presents realistic problem scenarios using different types of data modeling, with sections on dependent
variable techniques, inter-relationship techniques, and other techniques such as marketing research and statistical testing. The book includes a chapter-length capstone project focusing on
digital analytics. The reader-friendly layout features many headings, summary charts, process and hierarchy diagrams, chapter-ending checklists, and a glossary. A companion web site offers test
banks and datasets. Annotation ©2015 Ringgold, Inc., Portland, OR (protoview.com)
