Analytics overuse in advertising and promotion budget forecasting
Year of publication: |
[2017]
|
---|---|
Authors: | Güçlü, Burçin ; Canela, Miguel-Ángel |
Published in: |
Organizational productivity and performance measurements using predictive modeling and analytics. - Hershey, PA, USA : Business Science Reference, ISBN 978-1-5225-0654-6. - 2017, p. 163-191
|
Subject: | Marketing | Performance-Messung | Performance measurement | Kostenmanagement | Cost management | Prognoseverfahren | Forecasting model | Simulation |
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