Marketing Data Science: Modeling Techniques in Predictive Analytics with R and Python

Preface

“Everybody loses the thing that made them. It’s even how it’s supposed to be in nature. The brave men stay and watch it happen, they don’t run.”

—QUVENZHANÉ WALLIS AS HUSHPUPPY IN Beasts of the Southern Wild (2012)

Writers of marketing textbooks of the past would promote “the marketing concept,” saying that marketing is not sales or selling. Rather, marketing is a matter of understanding and meeting consumer needs. They would distinguish between “marketing research,” a business discipline, and “market research,” as in economics. And marketing research would sometimes be described as “marketing science” or “marketing engineering.”

Ignore the academic pride and posturing of the past. Forget the linguistic arguments. Marketing and sales, ...