@book{strauss_basics_1990, address = {Newbury Park}, title = {Basics of {Qualitative} {Research}. {Grounded} {Theory} {Procedures} and {Techniques}.}, publisher = {Sage}, author = {Strauss, Anselm and Corbin, Juliet}, year = {1990}, keywords = {Dissertation, ebook, Marketing Mix Paper, Methodology, Qualitative} } @book{charmaz_constructing_2006, title = {Constructing {Grounded} {Theory}}, publisher = {Sage Publications}, author = {Charmaz, Kathy}, year = {2006}, keywords = {Dissertation, ebook, Marketing Mix Paper, Methodology, Qualitative} } @book{flick_introduction_2009, title = {An {Introduction} to {Qualitative} {Research}}, publisher = {Sage Publications}, author = {Flick, U.}, year = {2009}, keywords = {Dissertation, ebook, Marketing Mix Paper, Methodology, Qualitative}, file = {Flick - 2009 - An introduction to qualitative research.pdf:/home/peter/Zotero/storage/2UMTF8IW/Flick - 2009 - An introduction to qualitative research.pdf:application/pdf} } @article{lings_internal_2010, title = {Internal market orientation and market-oriented behaviours}, volume = {21}, issn = {1757-5818}, doi = {10.1108/09564231011050788}, number = {3}, urldate = {2012-06-29}, journal = {Journal of Service Management}, author = {Lings, Ian N. and Greenley, Gordon E.}, year = {2010}, keywords = {Dissertation, Marketing, Marketing Mix Paper}, pages = {321--343}, file = {Lings_Greenley_2010_Internal market orientation and market-oriented behaviours.pdf:/home/peter/Zotero/storage/35R6QIBE/Lings_Greenley_2010_Internal market orientation and market-oriented behaviours.pdf:application/pdf} } @book{liamputtong_qualitative_2005, edition = {2nd}, title = {Qualitative research methods}, publisher = {Oxford University Press}, author = {Liamputtong, Pranee and Eddy, Douglas}, year = {2005}, keywords = {Dissertation, Library, Marketing Mix Paper, Methodology, Qualitative} } @article{jones_grounded_2007, title = {Grounded theory and management research: {A} lack of integrity?}, volume = {2}, issn = {1746-5648}, shorttitle = {Grounded theory and management research}, doi = {10.1108/17465640710778502}, number = {2}, journal = {Qualitative Research in Organizations and Management: An International Journal}, author = {Jones, Robert and Noble, Gary}, year = {2007}, keywords = {Dissertation, Marketing Mix Paper, Methodology, Qualitative}, pages = {84--103}, file = {Jones and Noble - 2007 - Grounded theory and management research a lack of.pdf:/home/peter/Zotero/storage/9K6ZS6IR/Jones and Noble - 2007 - Grounded theory and management research a lack of.pdf:application/pdf} } @book{lee_doing_2008, address = {London}, title = {Doing {Business} {Research}: {A} {Guide} to {Theory} and {Practice}}, isbn = {978-1-4129-2878-6}, shorttitle = {Doing business research}, publisher = {SAGE}, author = {Lee, Nick and Lings, Ian}, year = {2008}, keywords = {Methodology, Library, Dissertation, Marketing Mix Paper} } @misc{huang_rqda:_2014, title = {{RQDA}: {R}-based {Qualitative} {Data} {Analysis}}, url = {http://rqda.r-forge.r-project.org/}, author = {Huang, Ronggui}, year = {2014}, note = {R package version 0.2-3}, keywords = {Mathematics, Methodology, Dissertation, Data Science, Statistics, Marketing Mix Paper} } @article{hutchison_using_2010, title = {Using {QSR}-{NVivo} to facilitate the development of a grounded theory project: an account of a worked example}, volume = {13}, issn = {1364-5579, 1464-5300}, shorttitle = {Using {QSR}-{NVivo} to facilitate the development of a grounded theory project}, url = {http://www.tandfonline.com/doi/abs/10.1080/13645570902996301}, doi = {10.1080/13645570902996301}, language = {en}, number = {4}, urldate = {2015-03-30}, journal = {International Journal of Social Research Methodology}, author = {Hutchison, Andrew John and Johnston, Lynne Halley and Breckon, Jeff David}, month = oct, year = {2010}, keywords = {Marketing Mix Paper, Methodology, Qualitative}, pages = {283--302}, file = {Hutchison et al_2010_Using QSR-NVivo to facilitate the development of a grounded theory project.pdf:/home/peter/Zotero/storage/6VMUJSQX/Hutchison et al_2010_Using QSR-NVivo to facilitate the development of a grounded theory project.pdf:application/pdf} } @misc{r_core_team_r:_2016, address = {Vienna, Austria}, title = {R: {A} {Language} and {Environment} for {Statistical} {Computing}}, url = {www.R-project.org}, author = {{R Core Team}}, year = {2016}, keywords = {Data Science, Dissertation, Marketing Mix Paper, Mathematics, Statistics} } @book{drucker_practice_1954, address = {New York}, title = {The {Practice} of {Management}}, publisher = {Perennial Library}, author = {Drucker, P.F.}, year = {1954}, keywords = {Dissertation, Library, Management, Marketing Mix Paper} } @article{peng_reproducible_2011, title = {Reproducible research in computational science}, volume = {334}, issn = {0036-8075, 1095-9203}, doi = {10.1126/science.1213847}, number = {6060}, urldate = {2013-10-24}, journal = {Science}, author = {Peng, R.D.}, month = dec, year = {2011}, keywords = {Computing, Data Science, Dissertation, Marketing Mix Paper}, pages = {1226--1227}, file = {Peng - 2011 - Reproducible research in computational science.pdf:/home/peter/Zotero/storage/Q8FHHAUS/Peng - 2011 - Reproducible research in computational science.pdf:application/pdf} } @book{jesson_doing_2011, address = {Los Angeles and London}, title = {Doing {Your} {Literature} {Review}: {Traditional} and {Systematic} {Techniques}}, isbn = {978-1-84860-153-6}, shorttitle = {Doing your literature review}, publisher = {SAGE}, author = {Jesson, Jill and Matheson, Lydia and Lacey, Fiona M.}, year = {2011}, keywords = {Methodology, Literature Review, Dissertation, ebook, Marketing Mix Paper} } @article{wijngaert_network_2014, title = {A network approach toward literature review}, volume = {48}, issn = {0033-5177, 1573-7845}, doi = {10.1007/s11135-012-9791-3}, number = {2}, journal = {Quality \& Quantity}, author = {Wijngaert, Lidwien and Bouwman, Harry and Contractor, Noshir}, year = {2014}, keywords = {Dissertation, Marketing Mix Paper, Methodology, Qualitative, Social Network}, pages = {623--643}, file = {Wijngaert et al_2012_A network approach toward literature review.pdf:/home/peter/Zotero/storage/R9G4WJWU/Wijngaert et al_2012_A network approach toward literature review.pdf:application/pdf} } @incollection{ozyer_extending_2013, address = {Vienna}, title = {Extending {Social} {Network} {Analysis} with {Discourse} {Analysis}: {Combining} {Relational} with {Interpretive} {Data}}, volume = {6}, isbn = {978-3-7091-1345-5 978-3-7091-1346-2}, shorttitle = {Extending {Social} {Network} {Analysis} with {Discourse} {Analysis}}, booktitle = {The {Influence} of {Technology} on {Social} {Network} {Analysis} and {Mining}}, publisher = {Springer Vienna}, author = {Moser, Christine and Groenewegen, Peter and Huysman, Marleen}, editor = {{\"O}zyer, Tansel and Rokne, Jon and Wagner, Gerhard and Reuser, Arno H.P.}, year = {2013}, keywords = {Methodology, Social Network, Text Mining, Dissertation, Marketing Mix Paper}, pages = {547--561}, file = {Moser et al_2013_Extending Social Network Analysis with Discourse Analysis.pdf:/home/peter/Zotero/storage/RVH6NWZP/Moser et al_2013_Extending Social Network Analysis with Discourse Analysis.pdf:application/pdf} } @book{wasserman_social_1994, address = {Cambridge}, title = {Social {Network} {Analysis}: {Methods} and {Applications}}, publisher = {Cambridge University Press}, author = {Wasserman, S. and Faust, K.}, year = {1994}, keywords = {Methodology, Social Network, Library, Dissertation, Marketing Mix Paper} } @article{csardi_igraph_2006, title = {The igraph software package for complex network research}, volume = {Complex Systems}, url = {http://igraph.org}, journal = {InterJournal}, author = {Csardi, Gabor and Nepusz, Tamas}, year = {2006}, keywords = {Social Network, Dissertation, Data Science, Marketing Mix Paper}, pages = {1695}, file = {Csardi_Nepusz_2006_The igraph software package for complex network research.pdf:/home/peter/Zotero/storage/IKIUHMKN/Csardi_Nepusz_2006_The igraph software package for complex network research.pdf:application/pdf} } @article{oshima_knowledge_2012, title = {Knowledge {Building} {Discourse} {Explorer}: {A} social network analysis application for knowledge building discourse}, volume = {60}, issn = {1042-1629, 1556-6501}, shorttitle = {Knowledge {Building} {Discourse} {Explorer}}, doi = {10.1007/s11423-012-9265-2}, number = {5}, urldate = {2014-03-05}, journal = {Educational Technology Research and Development}, author = {Oshima, Jun and Oshima, Ritsuko and Matsuzawa, Yoshiaki}, month = jun, year = {2012}, keywords = {Dissertation, Marketing Mix Paper, Methodology, Social Network}, pages = {903--921}, file = {Oshima et al_2012_Knowledge Building Discourse Explorer.pdf:/home/peter/Zotero/storage/FZHTUBFU/Oshima et al_2012_Knowledge Building Discourse Explorer.pdf:application/pdf} } @incollection{hutchison_comparison_2009, address = {Berlin, Heidelberg}, title = {A {Comparison} of {Community} {Detection} {Algorithms} on {Artificial} {Networks}}, volume = {5808}, isbn = {978-3-642-04746-6 978-3-642-04747-3}, urldate = {2014-03-05}, booktitle = {Discovery {Science}}, publisher = {Springer Berlin Heidelberg}, author = {Orman, G{\"u}nce Keziban and Labatut, Vincent}, editor = {Hutchison, David and Kanade, Takeo and Kittler, Josef and Kleinberg, Jon M. and Mattern, Friedemann and Mitchell, John C. and Naor, Moni and Nierstrasz, Oscar and Pandu Rangan, C. and Steffen, Bernhard and Sudan, Madhu and Terzopoulos, Demetri and Tygar, Doug and Vardi, Moshe Y. and Weikum, Gerhard and Gama, Jo{\~a}o and Costa, V{\'i}tor Santos and Jorge, Al{\'i}pio M{\'a}rio and Brazdil, Pavel B.}, year = {2009}, keywords = {Dissertation, Marketing Mix Paper, Mathematics, Methodology, Social Network, Statistics}, pages = {242--256}, file = {Orman_Labatut_2009_A Comparison of Community Detection Algorithms on Artificial Networks.pdf:/home/peter/Zotero/storage/XNWJB97W/Orman_Labatut_2009_A Comparison of Community Detection Algorithms on Artificial Networks.pdf:application/pdf} } @article{wolfswinkel_using_2011, title = {Using grounded theory as a method for rigorously reviewing literature}, volume = {22}, issn = {0960-085X, 1476-9344}, doi = {10.1057/ejis.2011.51}, number = {1}, urldate = {2014-03-06}, journal = {European Journal of Information Systems}, author = {Wolfswinkel, Joost F and Furtmueller, Elfi and Wilderom, Celeste P M}, month = nov, year = {2011}, keywords = {Methodology, Literature Review, Qualitative, Dissertation, Marketing Mix Paper}, pages = {45--55}, file = {Wolfswinkel et al_2011_Using grounded theory as a method for rigorously reviewing literature.pdf:/home/peter/Zotero/storage/PC4RNAIT/Wolfswinkel et al_2011_Using grounded theory as a method for rigorously reviewing literature.pdf:application/pdf} } @book{doyle_dictionary_2011, address = {Oxford and New York}, series = {Oxford paperback reference}, title = {A {Dictionary} of {Marketing}}, isbn = {978-0-19-959023-0}, publisher = {Oxford University Press}, author = {Doyle, Charles}, year = {2011}, keywords = {Dissertation, Library, Marketing, Marketing Mix Paper} } @book{hart_cim_2012, address = {Hoboken}, title = {The {CIM} {Marketing} {Dictionary}}, isbn = {978-1-136-00834-4 1-136-00834-9}, abstract = {The CIM Marketing Dictionary the 5th edition of the best-selling Dictionary of Marketing now contains over 3,000 terms. This greatly expanded dictionary spans the complete range of present-day marketing and associated terminology. Marketers will also find over 400 new entries covering the latest jargon they need to know in IT. In compiling this selection, the editor has drawn on his own extensive experience and sought the views of all the leading trade and professional associations. The CIM Marketing Dictionary will prove invaluable to all marketing professionals including marketing managers a}, language = {English}, urldate = {2014-06-07}, publisher = {Taylor and Francis}, author = {Hart, Norman and Stapleton, John}, year = {2012}, keywords = {Dissertation, Library, Marketing, Marketing Mix Paper} } @book{wickham_ggplot2:_2009, address = {New York}, title = {ggplot2: {Elegant} {Graphics} for {Data} {Analysis}}, isbn = {978-0-387-98140-6}, url = {http://had.co.nz/ggplot2/book}, publisher = {Springer}, author = {Wickham, Hadley}, year = {2009}, keywords = {Dissertation, Data Science, ebook, Marketing Mix Paper} } @inproceedings{furniss_confessions_2011, title = {Confessions from a grounded theory {PhD}: {Experiences} and lessons learnt}, booktitle = {Proceedings of the {SIGCHI} {Conference} on {Human} {Factors} in {Computing} {Systems}}, publisher = {ACM}, author = {Furniss, D. and Blandford, A. and Curzon, Paul}, year = {2011}, keywords = {Dissertation, Marketing Mix Paper, Methodology, Qualitative}, pages = {113--122}, file = {Furniss et al_2011_Confessions from a grounded theory PhD.pdf:/home/peter/Zotero/storage/VV9M3P5B/Furniss et al_2011_Confessions from a grounded theory PhD.pdf:application/pdf} } @article{mahood_searching_2014, title = {Searching for grey literature for systematic reviews: {Challenges} and benefits}, volume = {5}, issn = {17592879}, shorttitle = {Searching for grey literature for systematic reviews}, doi = {10.1002/jrsm.1106}, language = {en}, number = {3}, urldate = {2015-06-05}, journal = {Research Synthesis Methods}, author = {Mahood, Quenby and Eerd, Dwayne Van and Irvin, Emma}, month = sep, year = {2014}, keywords = {Dissertation, Marketing Mix Paper, Methodology}, pages = {221--234}, file = {Mahood et al. - 2014 - Searching for grey literature for systematic revie.pdf:/home/peter/Zotero/storage/RR685N73/Mahood et al. - 2014 - Searching for grey literature for systematic revie.pdf:application/pdf} } @article{fruchterman_graph_1991, title = {Graph drawing by force-directed placement}, volume = {21}, issn = {00380644, 1097024X}, url = {http://doi.wiley.com/10.1002/spe.4380211102}, doi = {10.1002/spe.4380211102}, language = {en}, number = {11}, urldate = {2015-05-16}, journal = {Software: Practice and Experience}, author = {Fruchterman, Thomas M. J. and Reingold, Edward M.}, month = nov, year = {1991}, keywords = {Methodology, Social Network, Dissertation, Marketing Mix Paper}, pages = {1129--1164}, file = {Fruchterman_Reingold_1991_Graph drawing by force-directed placement.pdf:/home/peter/Zotero/storage/CV6G5JIW/Fruchterman_Reingold_1991_Graph drawing by force-directed placement.pdf:application/pdf} } @article{newman_finding_2004, title = {Finding and evaluating community structure in networks}, volume = {69}, issn = {1539-3755, 1550-2376}, url = {http://link.aps.org/doi/10.1103/PhysRevE.69.026113}, doi = {10.1103/PhysRevE.69.026113}, language = {en}, number = {2}, urldate = {2015-05-31}, journal = {Physical Review E}, author = {Newman, M. E. J. and Girvan, M.}, month = feb, year = {2004}, keywords = {Dissertation, Marketing Mix Paper, Methodology, Social Network}, pages = {026113--1 -- 026113--15}, file = {Newman_Girvan_2004_Finding and evaluating community structure in networks.pdf:/home/peter/Zotero/storage/5Z44ASAM/Newman_Girvan_2004_Finding and evaluating community structure in networks.pdf:application/pdf} } @article{fortunato_community_2010, title = {Community detection in graphs}, volume = {486}, issn = {03701573}, doi = {10.1016/j.physrep.2009.11.002}, language = {en}, number = {3-5}, urldate = {2015-06-13}, journal = {Physics Reports}, author = {Fortunato, Santo}, month = feb, year = {2010}, keywords = {Dissertation, Marketing Mix Paper, Mathematics, Social Network, Statistics}, pages = {75--174}, file = {Fortunato - 2010 - Community detection in graphs.pdf:/home/peter/Zotero/storage/7RBIMXRR/Fortunato - 2010 - Community detection in graphs.pdf:application/pdf} } @article{newman_modularity_2006, title = {Modularity and community structure in networks}, volume = {103}, issn = {0027-8424, 1091-6490}, doi = {10.1073/pnas.0601602103}, language = {en}, number = {23}, urldate = {2015-06-13}, journal = {Proceedings of the National Academy of Sciences}, author = {Newman, M. E. J.}, month = jun, year = {2006}, keywords = {Dissertation, Marketing Mix Paper, Methodology, Social Network}, pages = {8577--8582}, file = {Newman - 2006 - Modularity and community structure in networks.pdf:/home/peter/Zotero/storage/9AIAX4HV/Newman - 2006 - Modularity and community structure in networks.pdf:application/pdf} } @article{glaser_applying_2014, title = {Applying grounded theory}, volume = {13}, number = {1}, journal = {The Grounded Theory Review}, author = {Glaser, Barney G.}, year = {2014}, keywords = {Dissertation, Marketing Mix Paper, Methodology, Qualitative}, pages = {46--50}, file = {Glaser - 2014 - Applying Grounded Theory.pdf:/home/peter/Zotero/storage/EBAPJ4JB/Glaser - 2014 - Applying Grounded Theory.pdf:application/pdf} } @book{prevos_customer_2017, address = {London}, title = {Customer {Experience} {Management} for {Water} {Utilities}: {Marketing} urban water supply}, copyright = {All rights reserved}, isbn = {978-1-78040-866-8}, language = {English}, publisher = {International Water Association}, author = {Prevos, Peter}, year = {2017}, note = {OCLC: 975033056}, keywords = {Library, Marketing, Marketing Mix Paper, Water}, file = {Prevos - 2018 - Customer Experience Management for Water Utilities.pdf:/home/peter/Zotero/storage/V26YTKLH/Prevos - 2018 - Customer Experience Management for Water Utilities.pdf:application/pdf} } @article{schulte_multi-language_2012, title = {A {Multi}-{Language} {Computing} {Environment} for {Literate} {Programming} and {Reproducible} {Research}}, volume = {46}, issn = {1548-7660}, doi = {10.18637/jss.v046.i03}, abstract = {We present a new computing environment for authoring mixed natural and computer language documents. In this environment a single hierarchically-organized plain text source file may contain a variety of elements such as code in arbitrary programming languages, raw data, links to external resources, project management data, working notes, and text for publication. Code fragments may be executed in situ with graphical, numerical and textual output captured or linked in the file. Export to LATEX, HTML, LATEX beamer, DocBook and other formats permits working reports, presentations and manuscripts for publication to be generated from the file. In addition, functioning pure code files can be automatically extracted from the file. This environment is implemented as an extension to the Emacs text editor and provides a rich set of features for authoring both prose and code, as well as sophisticated project management capabilities.}, language = {en}, number = {3}, urldate = {2018-10-30}, journal = {Journal of Statistical Software}, author = {Schulte, Eric and Davison, Dan and Dye, Thomas and Dominik, Carsten}, year = {2012}, keywords = {Methodology, Data Science, Marketing Mix Paper}, file = {Schulte et al. - 2012 - A Multi-Language Computing Environment for Literat.pdf:/home/peter/Zotero/storage/8PGD449T/Schulte et al. - 2012 - A Multi-Language Computing Environment for Literat.pdf:application/pdf} } @misc{prevos_water_2018, title = {Water utility marketing mix data and methods}, url = {https://figshare.com/articles/IWA_journal_abstracts_database/7273061}, abstract = {This data set contains 244 abstracts of articles published by the International Water Association in 13 journals in the English language.{\textless}br{\textgreater}This file is in the SQLite format for use with the RQDA package in the R language.{\textless}br{\textgreater}{\textless}br{\textgreater}}, urldate = {2018-11-01}, publisher = {Figshare}, author = {Prevos, Peter}, year = {2018}, doi = {10.26181/5bd90ca36da85}, note = {type: dataset}, keywords = {Marketing, Marketing Mix, Marketing Mix Paper} } @article{bassett_critical_2013, title = {A critical participatory and collaborative method for scoping the literature}, volume = {47}, issn = {0033-5177, 1573-7845}, url = {http://link.springer.com/10.1007/s11135-012-9715-2}, doi = {10.1007/s11135-012-9715-2}, abstract = {The past decade has seen the development of an increasing number of techniques to appraise, summarize and assess published study findings. From systematic to synthesis to scoping reviews, these techniques have contributed to evidence-informed policy and practice. We outline a novel method developed to address the limitations of scoping review designs reported in the literature. A critical, participatory and collaborative method was designed to scope the literature on inequities in access to health care services for rural Aboriginal and African Canadians. Specifically, a community-university collaboration permitted a shared discussion and mapping of inequities in access to health care services and information. As a result of shared understandings from storytelling and discussion, bibliographic searches were better directed, taken-for-granted assumptions in the literature more easily located and questioned, and study findings verified by Aboriginal and African Canadian community representatives who also provided insight and oversight of the development of dissemination tools.}, language = {en}, number = {6}, urldate = {2018-11-10}, journal = {Quality \& Quantity}, author = {Bassett, Raewyn and McGibbon, Elizabeth}, month = oct, year = {2013}, keywords = {\_tablet, Literature Review, Marketing Mix Paper, Methodology}, pages = {3249--3259}, file = {Bassett_McGibbon_2013_A critical participatory and collaborative method for scoping the literature.pdf:/home/peter/Zotero/storage/U2K7N5BI/Bassett_McGibbon_2013_A critical participatory and collaborative method for scoping the literature.pdf:application/pdf} } @article{thistoll_acquiring_2016, title = {Acquiring and developing theoretical sensitivity through undertaking a grounded preliminary literature review}, volume = {50}, issn = {0033-5177, 1573-7845}, url = {http://link.springer.com/10.1007/s11135-015-0167-3}, doi = {10.1007/s11135-015-0167-3}, abstract = {In this article we propose that researchers can undertake a grounded preliminary literature review (GPLR) to acquire and develop their theoretical sensitivity as soon as possible in order to progress their research to the theory development stage. We utilize principles and philosophies within the grounded theory method as it is known for its ability to develop rigorous theory through the application of systematic procedures. A GPLR helps the researcher to build up a repertoire of theoretical codes for use in the later stages of a grounded research based study. Unlike the traditional literature review, the GPLR does not extend to covering the substantive topic area of research. By conducting a GPLR, researchers (in particular graduate students) can both satisfy mandatory university requirements to conduct a substantial literature review prior to beginning formal research and also meet generally accepted standards in the grounded theory method to delay reading in the substantive topic area until after the core category emerges from the data analysis. The article advocates and demonstrates a seven step method for developing a GPLR. A case is also made for the use of computer aided analytical tools. Further benefits, implications and areas of future research are discussed.}, language = {en}, number = {2}, urldate = {2018-11-10}, journal = {Quality \& Quantity}, author = {Thistoll, Tony and Hooper, Val and Pauleen, David J.}, month = mar, year = {2016}, keywords = {\_tablet, Literature Review, Marketing Mix Paper}, pages = {619--636}, file = {Thistoll et al_2016_Acquiring and developing theoretical sensitivity through undertaking a grounded.pdf:/home/peter/Zotero/storage/QXDA4GD3/Thistoll et al_2016_Acquiring and developing theoretical sensitivity through undertaking a grounded.pdf:application/pdf} } @book{wickham_r_2016, address = {Sebastopol, CA}, edition = {First edition}, title = {R for data science: import, tidy, transform, visualize, and model data}, isbn = {978-1-4919-1039-9 978-1-4919-1036-8}, shorttitle = {R for data science}, abstract = {"This book introduces you to R, RStudio, and the tidyverse, a collection of R packages designed to work together to make data science fast, fluent, and fun. Suitable for readers with no previous programming experience"--}, publisher = {O'Reilly}, author = {Wickham, Hadley and Grolemund, Garrett}, year = {2016}, note = {OCLC: ocn968213225}, keywords = {Data Science, Marketing Mix Paper, Statistics} }