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Text Analytics in Marketing: A Practical Guide for Students and Researchers

Text Analytics in Marketing: A Practical Guide for Students and Researchers

Hardcover

Series: Classroom Companion: Business

Business GeneralMarketingApplications

ISBN10: 3032080851
ISBN13: 9783032080851
Publisher: Springer
Published: Feb 20 2026
Pages: 365
Weight: 1.56
Height: 0.88 Width: 6.14 Depth: 9.21
Language: English
This book offers a comprehensive introduction to text mining and text analytics tailored for marketers. It presents key techniques for analyzing, compressing, classifying, and visualizing textual data and user-generated content (UGC), with a particular emphasis on using R software. These methods enable readers to effectively prepare and manipulate textual data to uncover actionable marketing insights.

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