Creating value with big data analytics : making smarter marketing decisions /

Verhoef, Peter C.

Creating value with big data analytics : making smarter marketing decisions / Peter C. Verhoef, Edwin Kooge and Natasha Walk. - Abingdon, Oxon ; New York, NY : New York, NY : Routledge, Taylor & Francis Group, 2016, ©2015. - xxii, 316 pages: 25 cm

Includes bibliographic references and index


in English

9781138837973


Consumer profiling
Big data
Marketing--Data processing

658.83 V58c 2016