Marketing Analytics Lecture 01 – The underlying theory of Marketing Analytics digital marketing analytics in theory

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In this video I provide some insights about where is Marketing Analytics located inside the Marketing Process. After providing the classical definition of Marketing by Armstrong and colleagues (2013), I show the basic framework of Marketing Analytics. Finally, I provide a tentative definition of Marketing Analytics, grounded on the work of Hanssens et al. (2002). Enjoy and please leave your comment!

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Marketing Analytics Lecture 01 – The underlying theory of Marketing Analytics
digital marketing analytics in theory
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