R is a great choice for marketing analysts. It offers unsurpassed capabilities for
fitting statistical models. It is extensible and able to process data from many
different systems, in a variety of forms, for both small and large data sets. The R
ecosystem includes the widest available range of established and emerging statistical methods and visualization techniques. Yet its use in marketing lags other fields
such as statistics, econometrics, psychology, and bioinformatics. With your help,
we hope to change that!
This book is designed for two audiences: practicing marketing researchers and
analysts who want to learn R and students or researchers from other fields who wish
to review selected marketing topics in an R context.