Cutting-edge marketing analytics : real world cases and data sets for hands on learning / Rajkumar Venkatesan (Bank of America research professor of business administration), Paul Farris (Landmark communications professor of business administration), Ronald T. Wilcox (Ethyl Corporation professor of business administration), all Darden Graduate School of Business Administration, University of Virginia. Upper Saddle River, NJ : Pearson Education, 2015