This book aims to present state-of-the-art marketing technology in a three-level decision and analysis framework, and to integrate case studies with the text. I

Advanced Marketing Research is a companion volume to Richard Bagozzi's Principles of Marketing Research. It is intended for students on advanced marketing resea

Advanced Marketing Techniques involve employing data-driven strategies, digital marketing, personalization, and omnichannel approaches to reach and engage targe

In the last decade, the use of data sciences in the digital marketing environment has increased. Digital marketing has transformed how companies communicate wit

Marketing as a practice is facing unprecedented challenges: a changing media landscape, an increasingly complex customer journey, innovative technologies, start