During the last 20-30 years, many firms have adopted marketing methods that are based on detailed data of customer behavior and past marketing actions. These data include sales, price, and promotion measures in retail stores, advertising measures and purchases on the Internet, and the response of customers to direct mailings. This course introduces several data sources and discusses how these data can be exploited to implement various elements of the marketing mix using statistical models.
Instructor – Bob Krider
Course Outline – Class of 2018 (To be posted)
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