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Darden Business Series


Marketing Analytics

Essential Tools for Data-Driven Decisions Rajkumar Venkatesan, Paul W. Farris, and Ronald T. Wilcox

The authors of the pioneering Cutting-Edge Marketing Analytics return to the vital conversation of leveraging big data with Marketing Analytics: Essential Tools for Data-Driven Decisions, which updates and expands on the earlier book as we enter the 2020s. As they illustrate, big data... More