Rajkumar Venkatesan (Charlottesville, VA) is Bank of America Research Associate Professor of Business Administration at Darden Graduate School of Business, U. of Virginia. His research focuses on developing customer-centric marketing strategies that provide measurable financial results. His work has appeared in leading journals including the Harvard Business Review. He has earned several prestigious marketing research awards, was named one of the Top 20 rising young scholars in marketing by the Marketing Science Institute, and was recognized by poets and quants magazine as one of the top 40 business school professors under 40. He has consulted on marketing analytics with firms throughout the technology, insurance, industrial, retailing, and pharmaceutical industries; and was a worldwide finalist in IBM's Informs Practice Prize Competition.

Paul W. Farris (Charlottesville, VA) is Landmark Communications Professor of Business at U. of Virginia's Darden Graduate School of Business Administration. He taught at the Harvard Business School, and has worked in marketing management for UNILEVER, Germany, and in account management for the LINTAS advertising agency. His research on marketing productivity and budgeting has been published in over sixty articles appearing in professional journals such as Harvard Business Review, Marketing Science, Decision Sciences, and the Sloan Management Review. A current or past member of the editorial boards for several leading publications, he was Academic Trustee of the Marketing Science Institute. Farris's Marketing Metrics: 50+ Metrics Every Executive Should Master was named Marketing Book of the Year by Strategy + Business.

Ronald T. Wilcox (Charlottesville, VA), Professor at U. of Virginia's Darden Graduate School of Business Administration, currently teaches Marketing Intelligence and Investor Behavior and Imperfect Markets. His research, focused on financial services marketing and its interface with public policy, has appeared in several leading marketing and finance journals. His work has also appeared in The Wall Street Journal, Washington Post, BusinessWeek, Fortune, Forbes and The Weekly Standard. He is author Whatever Happened to Thrift? Why Americans Don’t Save and What to Do About It.

II: Product Analytics

III: Marketing Mix Analytics

IV: Customer Analytics

V: Digital Marketing Analytics

VI: Resource Allocation Revisited

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.