000			03011nam a2200385Ia 4500
005			20260803094251.0
008			251212s2024 xx 000 0 und d
245	1		_aEssentials of marketing analytics / _cJoseph F. Hair Jr., Dana E. Harrison, Haya Ajjan.
100			_aHair, Joseph F. Jr.
100			_dJr., 1944-|eauthor
700			_aHarrison, Dana E.; Ajjan, Haya
260			_aNew York, NY : _bMcGraw Hill LLC, _c2024.
250			_aSecond edition
300			_axviii, 473 pages: _billustrations
300			_c25 cm
500			_aIncludes index
020			_a9781266931628
650			_aMarketing research.
650			_aMarketing.
944			_aCIR
050			_a658.83 H1274 2024
943			_b0 _c0 _d0 _e1 _f0 _g0 _h1 _i0 _j0
944			_b1 _c1 _d0
953			_pHED6859
546			_ain English
953			_cCollege Library
505			_aPart 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
520			_a"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.
591			_a0
336			_atext
337			_aunmediated
338			_avolume
942			_2lcc _cBK _adsolimen _b2025-01-22 11:52:57 _ddsolimen _e2025-01-22 11:54:40
998			_a13221
999			_c13093 _d13093