Essentials of Marketing Analytics: 2024 Release ISE - Harrison, Dana E.; Ajjan, Haya; Hair, Joseph
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The starting point in learning marketing analytics is to understand the marketing problem.¿ The second is asking the right business question.¿ The data will help you tell the story.¿¿ We live in a global, highly competitive, rapidly changing world that is increasingly influenced by digital data, expanded analytical capabilities, information technology, social media and more.¿ The era of Big Data has literally brought about huge amounts of data to review, analyze and solve.¿ Today's undergraduate and graduate students will need to have a keen understanding of not only the right types of…mehr

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Produktbeschreibung
The starting point in learning marketing analytics is to understand the marketing problem.¿ The second is asking the right business question.¿ The data will help you tell the story.¿¿ We live in a global, highly competitive, rapidly changing world that is increasingly influenced by digital data, expanded analytical capabilities, information technology, social media and more.¿ The era of Big Data has literally brought about huge amounts of data to review, analyze and solve.¿ Today's undergraduate and graduate students will need to have a keen understanding of not only the right types of questions to ask, but also the tools available to help answer them.¿ Essentials of Marketing Analytics covers both in a comprehensive, readable and flexible manner.¿ Coverage includes the most popular analytics software tools, such as Tableau and Python, as well as a variety of analytical techniques, including but not limited to social network analysis, automated machine learning, neural networking and more.¿ Supported by a robust student and learning package via McGraw Hill Connect, Essentials of Marketing Analytics is the most comprehensive, current, adaptable product on the market!
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Autorenporträt
Joseph F. Hair, Jr. is Professor of Marketing and the Cleverdon Chair of Business at the University of South Alabama, and Director of the PhD degree program in the Mitchell College of Business. He formerly held the Copeland Endowed Chair of Entrepreneurship at Louisiana State University. In the years 2018-2021, Dr. Hair was recognized by Clarivate Analytics as being in the top 1 percent globally of all Business and Economics professors. He was selected for the award based on citations of his research and scholarly accomplishments, which for his career exceed 302,000. He has published more than 85 editions of his books, including market leaders Multivariate Data Analysis, 8th edition, Cengage Learning, UK, 2019, which has been cited more than 152,000 times; Marketing Research, 6th edition, McGraw-Hill/Irwin, 2023; MKTG/Marketing Principles, 13th edition, Cengage Learning, 2020, used at over 500 universities globally; A Primer in Partial Least Squared Structural Equation Modeling (PLS-SEM), 3rd edition, Sage, 2022; and Essentials of Business Research Methods, 5th edition, Routledge, 2023. In addition to publishing numerous referred manuscripts in academic journals such as Journal of Marketing Research, Journal of Academy of Marketing Science, Journal of Business/Chicago, Journal of Advertising Research, and Journal of Retailing, he has presented executive education and management training programs for numerous companies, has been retained as consultant and expert witness for a wide variety of firms, and is frequently an invited speaker on research methods and multivariate analysis. He is a Distinguished Fellow of the Academy of Marketing Science and the Society for Marketing Advances (SMA) and has served as president of the Academy of Marketing Sciences, the SMA, the Southern Marketing Association, the Association for Healthcare Research, the Southwestern Marketing Association, and the American Institute for Decision Sciences, Southeast Section. Professor Hair was recognized by the Academy of Marketing Science with its Outstanding Marketing Teaching Excellence Award, and the Louisiana State University Entrepreneurship Institute under his leadership was recognized nationally by Entrepreneurship Magazine as one of the top 12 programs in the United States.