03011nam a2200385Ia 4500 20260803094251.0 251212s2024 xx 000 0 und d Essentials of marketing analytics / Joseph F. Hair Jr., Dana E. Harrison, Haya Ajjan. Hair, Joseph F. Jr. Jr., 1944-|eauthor Harrison, Dana E.; Ajjan, Haya New York, NY : McGraw Hill LLC, 2024. Second edition xviii, 473 pages: illustrations 25 cm Includes index 9781266931628 Marketing research. Marketing. CIR 658.83 H1274 2024 0 0 0 1 0 0 1 0 0 1 1 0 HED6859 in English College Library Part 1: Overview of marketing analytics and data management -- Introduction to analytics and data management -- Data management -- Part 2: Exploring and visualizing data patterns -- Exploratory data analysis using cognitive analytics -- Data visualization -- Part 3: Analytical methods for unsupervised learning -- Cluster analysis -- Market basket analysis -- Part 5: Emerging analytical approaches -- Natural language processing -- Social network analysis -- Fundamentals of digital marketing analysis "Preface We developed this new book with enthusiasm and great optimism. Marketing analytics is an exciting field to study, and there are numerous emerging opportunities for students at the undergraduate level, and particularly at the masteriÌ?s level. We live in a global, highly competitive, rapidly changing world that is increasingly influenced by digital data, expanded analytical capabilities, information technology, social media, artificial intelligence, and many other recent developments. We believe this book will become the premier source for new and essential knowledge in data analytics, particularly for situations related to decision making that can benefit from marketing analytics, which is likely 80 percent of all challenges faced by organizations. Many of you have been asking us to write this book, and we are confident you will be pleased it is now available. This second edition of Essentials of Marketing Analytics was written to meet the needs of you, our customers. The text is concise, highly readable, and value-priced, yet it delivers the basic knowledge needed for an introductory text on marketing analytics. We provide you and your students with an exciting, up-to-date text and an extensive sup-plement package. In the following sections, we summarize what you will find when you examineoÌ?and we hope, adoptoÌ?the second edition of Essentials of Marketing Analytics"--|cProvided by publisher. 0 text unmediated volume lcc BK dsolimen 2025-01-22 11:52:57 dsolimen 2025-01-22 11:54:40 13221 13093 13093 0 0 ddc 0 0 HED HED HED 2025-12-21 0 CIR 658.83 H1274 2024 HED6859 2026-06-02 00:00:00 2025-12-21 BK 0 0 ddc 0 0 HED HED HED 2026-01-22 0 CARL 2026-01-22 01:25:25 2026-01-22 BK