Principles Of Marketing Engineering And Analytics

Download Principles Of Marketing Engineering And Analytics full books in PDF, epub, and Kindle. Read online Principles Of Marketing Engineering And Analytics ebook anywhere anytime directly on your device. Fast Download speed and no annoying ads. We cannot guarantee that every ebooks is available!

Principles of Marketing Engineering, 2nd Edition

Author : Gary L. Lilien
Publisher : DecisionPro
ISBN 13 : 0985764805
Total Pages : 287 pages
Book Rating : 4.9/5 (857 download)

DOWNLOAD NOW!

Book Synopsis Principles of Marketing Engineering, 2nd Edition by : Gary L. Lilien

Download or read book Principles of Marketing Engineering, 2nd Edition written by Gary L. Lilien and published by DecisionPro. This book was released on 2013 with total page 287 pages. Available in PDF, EPUB and Kindle. Book excerpt: The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design engineering-putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems). Marketing Engineering is the systematic approach to harness data and knowledge to drive effective marketing decision making and implementation through a technology-enabled and model-supported decision process. (For more information on Excel-based models that support these concepts, visit DecisionPro.biz.) We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering. We offer an accessible overview of the most widely used marketing engineering concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions. What's New In the 2nd Edition While much has changed in the nearly five years since the first edition of Principles of Marketing Engineering was published, much has remained the same. Hence, we have not changed the basic structure or contents of the book. We have, however Updated the examples and references. Added new content on customer lifetime value and customer valuation methods. Added several new pricing models. Added new material on "reverse perceptual mapping" to describe some exciting enhancements to our Marketing Engineering for Excel software. Provided some new perspectives on the future of Marketing Engineering. Provided better alignment between the content of the text and both the software and cases available with Marketing Engineering for Excel 2.0.

Principles of Marketing Engineering and Analytics, 3rd Edition

Author : Gary L. Lilien
Publisher : DecisionPro
ISBN 13 : 098576483X
Total Pages : 329 pages
Book Rating : 4.9/5 (857 download)

DOWNLOAD NOW!

Book Synopsis Principles of Marketing Engineering and Analytics, 3rd Edition by : Gary L. Lilien

Download or read book Principles of Marketing Engineering and Analytics, 3rd Edition written by Gary L. Lilien and published by DecisionPro. This book was released on 2017-04-17 with total page 329 pages. Available in PDF, EPUB and Kindle. Book excerpt: We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with Marketing Engineering. The 21st century business environment demands more analysis and rigor in marketing decision making. Increasingly, marketing decision making resembles design engineering—putting together concepts, data, analyses, and simulations to learn about the marketplace and to design effective marketing plans. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems). We offer an accessible overview of the most widely used marketing engineering concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions. ** The latest edition includes up-to-date examples and references as well as a new chapter on the digital online revolution in marketing and its implications for online advertising. In addition, the edition now incorporates some basic financial concepts (ROI, Breakeven Analysis, and Opportunity Cost) and other tools essential to the new domain of marketing analytics. **

Marketing Engineering

Author : Gary L. Lilien
Publisher : Addison Wesley Publishing Company
ISBN 13 : 9780321001948
Total Pages : 350 pages
Book Rating : 4.0/5 (19 download)

DOWNLOAD NOW!

Book Synopsis Marketing Engineering by : Gary L. Lilien

Download or read book Marketing Engineering written by Gary L. Lilien and published by Addison Wesley Publishing Company. This book was released on 1998-01 with total page 350 pages. Available in PDF, EPUB and Kindle. Book excerpt: Several forces are transforming the structure and content of the marketing profession. Marketers are seeing increasingly faster changes in the marketplace and are barraged with an ever increasing amount of information. While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering. This textbook, combined with a comprehensive collection of 26 leading-edge software models provides the student with the know-how and tools to collect the right information and perform analysis to make better marketing plans, better product designs, and better decisions. Our purpose in writing this book is to help educate and train a new generation of marketing managers. We aim to train marketing engineers to translate concepts into context-specific operational decisions and actions using analytical, quantitative, and computer modeling techniques. We link theory to practice and practice to theory.

Marketing Strategy

Author : Robert W. Palmatier
Publisher : Bloomsbury Publishing
ISBN 13 : 1350305286
Total Pages : 414 pages
Book Rating : 4.3/5 (53 download)

DOWNLOAD NOW!

Book Synopsis Marketing Strategy by : Robert W. Palmatier

Download or read book Marketing Strategy written by Robert W. Palmatier and published by Bloomsbury Publishing. This book was released on 2020-12-31 with total page 414 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Strategy offers a unique and dynamic approach based on four underlying principles that underpin marketing today: All customers differ; All customers change; All competitors react; and All resources are limited. The structured framework of this acclaimed textbook allows marketers to develop effective and flexible strategies to deal with diverse marketing problems under varying circumstances. Uniquely integrating marketing analytics and data driven techniques with fundamental strategic pillars the book exemplifies a contemporary, evidence-based approach. This base toolkit will support students' decision-making processes and equip them for a world driven by big data. The second edition builds on the first's successful core foundation, with additional pedagogy and key updates. Research-based, action-oriented, and authored by world-leading experts, Marketing Strategy is the ideal resource for advanced undergraduate, MBA, and EMBA students of marketing, and executives looking to bring a more systematic approach to corporate marketing strategies. New to this Edition: - Revised and updated throughout to reflect new research and industry developments, including expanded coverage of digital marketing, influencer marketing and social media strategies - Enhanced pedagogy including new Worked Examples of Data Analytics Techniques and unsolved Analytics Driven Case Exercises, to offer students hands-on practice of data manipulation as well as classroom activities to stimulate peer-to-peer discussion - Expanded range of examples to cover over 250 diverse companies from 25 countries and most industry segments - Vibrant visual presentation with a new full colour design

Principles of Marketing Engineering and Analytics

Author : Gary L. Lilien
Publisher : Decisionpro, Incorporated
ISBN 13 : 9780985764821
Total Pages : pages
Book Rating : 4.7/5 (648 download)

DOWNLOAD NOW!

Book Synopsis Principles of Marketing Engineering and Analytics by : Gary L. Lilien

Download or read book Principles of Marketing Engineering and Analytics written by Gary L. Lilien and published by Decisionpro, Incorporated. This book was released on 2017-03-15 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: The 21st century business environment demands more analysis and rigor in marketing decision making. And the business press is abuzz with the wonders of analytics. Increasingly, marketing decision making is becoming like design engineering- putting together concepts, data, analyses, and simulations to learn about the marketplace (analytics) and to design effective marketing plans (engineering). While many view traditional marketing as art and some view it as science, the new marketing increasingly looks like engineering (that is, combining art and science to solve specific problems). We offer an accessible overview of the most widely used marketing engineering and analytics concepts and tools and show how they drive the collection of the right data and information to perform the right analyses to make better marketing plans, better product designs, and better marketing decisions. We have designed this book primarily for the business school student or marketing manager, who, with minimal background and technical training, must understand and employ the basic tools and models associated with marketing engineering and analytics. The interested reader can go beyond the conceptual material in this book and learn how to apply these concepts using the software tools, cases and exercises available at www.DecisionPro.biz. That material, in concert with the descriptions here will both inform the reader and translate the concepts here into context-specific decisions and actions.

Predictive Marketing

Author : Omer Artun
Publisher : John Wiley & Sons
ISBN 13 : 1119037336
Total Pages : 217 pages
Book Rating : 4.1/5 (19 download)

DOWNLOAD NOW!

Book Synopsis Predictive Marketing by : Omer Artun

Download or read book Predictive Marketing written by Omer Artun and published by John Wiley & Sons. This book was released on 2015-08-06 with total page 217 pages. Available in PDF, EPUB and Kindle. Book excerpt: Make personalized marketing a reality with this practical guide to predictive analytics Predictive Marketing is a predictive analytics primer for organizations large and small, offering practical tips and actionable strategies for implementing more personalized marketing immediately. The marketing paradigm is changing, and this book provides a blueprint for navigating the transition from creative- to data-driven marketing, from one-size-fits-all to one-on-one, and from marketing campaigns to real-time customer experiences. You'll learn how to use machine-learning technologies to improve customer acquisition and customer growth, and how to identify and re-engage at-risk or lapsed customers by implementing an easy, automated approach to predictive analytics. Much more than just theory and testament to the power of personalized marketing, this book focuses on action, helping you understand and actually begin using this revolutionary approach to the customer experience. Predictive analytics can finally make personalized marketing a reality. For the first time, predictive marketing is accessible to all marketers, not just those at large corporations — in fact, many smaller organizations are leapfrogging their larger counterparts with innovative programs. This book shows you how to bring predictive analytics to your organization, with actionable guidance that get you started today. Implement predictive marketing at any size organization Deliver a more personalized marketing experience Automate predictive analytics with machine learning technology Base marketing decisions on concrete data rather than unproven ideas Marketers have long been talking about delivering personalized experiences across channels. All marketers want to deliver happiness, but most still employ a one-size-fits-all approach. Predictive Marketing provides the information and insight you need to lift your organization out of the campaign rut and into the rarefied atmosphere of a truly personalized customer experience.

Project Management Essentials

Author : Adedeji B. Badiru
Publisher : CRC Press
ISBN 13 : 1000349403
Total Pages : 167 pages
Book Rating : 4.0/5 (3 download)

DOWNLOAD NOW!

Book Synopsis Project Management Essentials by : Adedeji B. Badiru

Download or read book Project Management Essentials written by Adedeji B. Badiru and published by CRC Press. This book was released on 2021-03-01 with total page 167 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Focus book presents the basic principles and practice of project management and simple analytics for project control, using the systems framework of Design, Evaluation, Justification, and Integration (DEJI). The overriding theme of the book is that every pursuit can be organized as a project. This short form book presents the evolution of products in the classical era of introducing new projects needing project management. It discusses the development of project alliances, includes the role of project management in advancing organization goals, illustrates the early applications of project management, and includes humans in the loop. The book will also cover project systems and work design, while showing the integration of quantitative and qualitative analytics. This book can serve as a reference for everyone, since everyone is engaged in project management, whether formal or informal

Data Science for Marketing Analytics

Author : Mirza Rahim Baig
Publisher : Packt Publishing Ltd
ISBN 13 : 1800563884
Total Pages : 637 pages
Book Rating : 4.8/5 (5 download)

DOWNLOAD NOW!

Book Synopsis Data Science for Marketing Analytics by : Mirza Rahim Baig

Download or read book Data Science for Marketing Analytics written by Mirza Rahim Baig and published by Packt Publishing Ltd. This book was released on 2021-09-07 with total page 637 pages. Available in PDF, EPUB and Kindle. Book excerpt: Turbocharge your marketing plans by making the leap from simple descriptive statistics in Excel to sophisticated predictive analytics with the Python programming language Key FeaturesUse data analytics and machine learning in a sales and marketing contextGain insights from data to make better business decisionsBuild your experience and confidence with realistic hands-on practiceBook Description Unleash the power of data to reach your marketing goals with this practical guide to data science for business. This book will help you get started on your journey to becoming a master of marketing analytics with Python. You'll work with relevant datasets and build your practical skills by tackling engaging exercises and activities that simulate real-world market analysis projects. You'll learn to think like a data scientist, build your problem-solving skills, and discover how to look at data in new ways to deliver business insights and make intelligent data-driven decisions. As well as learning how to clean, explore, and visualize data, you'll implement machine learning algorithms and build models to make predictions. As you work through the book, you'll use Python tools to analyze sales, visualize advertising data, predict revenue, address customer churn, and implement customer segmentation to understand behavior. By the end of this book, you'll have the knowledge, skills, and confidence to implement data science and machine learning techniques to better understand your marketing data and improve your decision-making. What you will learnLoad, clean, and explore sales and marketing data using pandasForm and test hypotheses using real data sets and analytics toolsVisualize patterns in customer behavior using MatplotlibUse advanced machine learning models like random forest and SVMUse various unsupervised learning algorithms for customer segmentationUse supervised learning techniques for sales predictionEvaluate and compare different models to get the best outcomesOptimize models with hyperparameter tuning and SMOTEWho this book is for This marketing book is for anyone who wants to learn how to use Python for cutting-edge marketing analytics. Whether you're a developer who wants to move into marketing, or a marketing analyst who wants to learn more sophisticated tools and techniques, this book will get you on the right path. Basic prior knowledge of Python and experience working with data will help you access this book more easily.

Marketing Engineering

Author : Gary L. Lilien
Publisher : DecisionPro
ISBN 13 : 1412022525
Total Pages : 545 pages
Book Rating : 4.4/5 (12 download)

DOWNLOAD NOW!

Book Synopsis Marketing Engineering by : Gary L. Lilien

Download or read book Marketing Engineering written by Gary L. Lilien and published by DecisionPro. This book was released on 2004 with total page 545 pages. Available in PDF, EPUB and Kindle. Book excerpt: Accompanying CD-ROM contains ... "26 software programs, help files and tutorials."--Page 4 of cover.

Marketing Analytics

Author : Robert W. Palmatier
Publisher : Bloomsbury Publishing
ISBN 13 : 135031840X
Total Pages : 432 pages
Book Rating : 4.3/5 (53 download)

DOWNLOAD NOW!

Book Synopsis Marketing Analytics by : Robert W. Palmatier

Download or read book Marketing Analytics written by Robert W. Palmatier and published by Bloomsbury Publishing. This book was released on 2022-03-24 with total page 432 pages. Available in PDF, EPUB and Kindle. Book excerpt: Using data analytics and big data in marketing and strategic decision-making is a key priority at many organisations and subsequently a vital part of the skills set for a successful marketing professional operating today. Authored by world-leading authorities in the field, Marketing Analytics provides a thoroughly contemporary overview of marketing analytics and coverage of a wide range of cutting edge data analytics techniques. It offers a powerful framework, organising data analysis techniques around solving four underlying marketing problems: the 'First Principles of Marketing'. In this way, it offers an action-oriented, applied approach to managing marketing complexities and issues, and a sound grounding in making effective decisions based on strong evidence. It is supported by vivid international cases and examples, and applied pedagogical features. The companion website offers comprehensive classroom instruction slides, videos including walk throughs on all the examples and methods in the book, data sets, a test bank and a solution guide for instructors.

Data-Driven Marketing

Author : Mark Jeffery
Publisher : John Wiley & Sons
ISBN 13 : 0470504544
Total Pages : 325 pages
Book Rating : 4.4/5 (75 download)

DOWNLOAD NOW!

Book Synopsis Data-Driven Marketing by : Mark Jeffery

Download or read book Data-Driven Marketing written by Mark Jeffery and published by John Wiley & Sons. This book was released on 2010-02-08 with total page 325 pages. Available in PDF, EPUB and Kindle. Book excerpt: NAMED BEST MARKETING BOOK OF 2011 BY THE AMERICAN MARKETING ASSOCIATION How organizations can deliver significant performance gains through strategic investment in marketing In the new era of tight marketing budgets, no organization can continue to spend on marketing without knowing what's working and what's wasted. Data-driven marketing improves efficiency and effectiveness of marketing expenditures across the spectrum of marketing activities from branding and awareness, trail and loyalty, to new product launch and Internet marketing. Based on new research from the Kellogg School of Management, this book is a clear and convincing guide to using a more rigorous, data-driven strategic approach to deliver significant performance gains from your marketing. Explains how to use data-driven marketing to deliver return on marketing investment (ROMI) in any organization In-depth discussion of the fifteen key metrics every marketer should know Based on original research from America's leading marketing business school, complemented by experience teaching ROMI to executives at Microsoft, DuPont, Nisan, Philips, Sony and many other firms Uses data from a rigorous survey on strategic marketing performance management of 252 Fortune 1000 firms, capturing $53 billion of annual marketing spending In-depth examples of how to apply the principles in small and large organizations Free downloadable ROMI templates for all examples given in the book With every department under the microscope looking for results, those who properly use data to optimize their marketing are going to come out on top every time.

Managerial Analytics

Author : Michael Watson
Publisher : Pearson Education
ISBN 13 : 013340742X
Total Pages : 253 pages
Book Rating : 4.1/5 (334 download)

DOWNLOAD NOW!

Book Synopsis Managerial Analytics by : Michael Watson

Download or read book Managerial Analytics written by Michael Watson and published by Pearson Education. This book was released on 2014 with total page 253 pages. Available in PDF, EPUB and Kindle. Book excerpt: Analytics and Big Data Demystified, The up-to-the-minute introduction for every manager, Everything you need to know to get results!, Concepts, applications, tools, techniques, and pitfalls to avoid, How to derive more value from tools and data you already own, Want to start leveraging analytics and Big Data for profit? Managerial Analytics is your ideal first resource. Whatever your industry or management role, this up-to-date guide will help you get started fast, get started right, and quickly start driving value. Book jacket.

Marketing for Engineers, Scientists and Technologists

Author : Tony Curtis
Publisher : Wiley
ISBN 13 : 9780470057094
Total Pages : 0 pages
Book Rating : 4.0/5 (57 download)

DOWNLOAD NOW!

Book Synopsis Marketing for Engineers, Scientists and Technologists by : Tony Curtis

Download or read book Marketing for Engineers, Scientists and Technologists written by Tony Curtis and published by Wiley. This book was released on 2008-05-05 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: MARKETING FOR ENGINEERS, SCIENTISTS AND TECHNOLOGISTS Dr Tony Curtis covers everything that engineers need to know about marketing and project management. The book has been written in an easy to read style with clear learning outcomes and objectives. In my opinion this should be mandatory reading for all engineers who are involved in the design and marketing of products and services. Dr Naren Gupta, Senior Lecturer and Teaching Fellow, Director of Quality, School of Engineering and the Built Environment, Napier University In working with a range of professionals across many industry sectors one often finds it is the technologists and scientists that gain the most out of acquiring skills and knowledge in marketing. Not only does their structured and analytical approach lend itself to strategic marketing but those skills, combined with a clear customer focus and an innovative approach to the market, can give them the portfolio of skills required for successful leadership. Deirdre Makepeace, Senior Examiner, CIM To succeed, products and services must satisfy customers’ needs and wants. Engineers, scientists and technologists need to understand these needs to develop and deliver better products. This book covers consumer products, services, international and business to business marketing, as well as current issues such as green and social marketing and the service extended marketing mix. Tony Curtis also discusses the core management skills needed to implement marketing plans, such as leadership, negotiation and consultancy. Finally, he brings all these elements together into three key areas; new product development, market driven quality and marketing plans. Written by a technologist for technologists, this book is essential reading for engineers and scientists taking a module in business studies or marketing at all levels. It also provides a good foundation in marketing strategy for MBA students with a technical or scientific first degree. Supporting material for lecturers is available at www.wileyeurope.com/college/curtis

Building a Digital Analytics Organization

Author : Judah Phillips
Publisher : FT Press
ISBN 13 : 0133372812
Total Pages : 369 pages
Book Rating : 4.1/5 (333 download)

DOWNLOAD NOW!

Book Synopsis Building a Digital Analytics Organization by : Judah Phillips

Download or read book Building a Digital Analytics Organization written by Judah Phillips and published by FT Press. This book was released on 2013-07-25 with total page 369 pages. Available in PDF, EPUB and Kindle. Book excerpt: Drive maximum business value from digital analytics, web analytics, site analytics, and business intelligence! In Building a Digital Analytics Organization, pioneering expert Judah Phillips thoroughly explains digital analytics to business practitioners, and presents best practices for using it to reduce costs and increase profitable revenue throughout the business. Phillips covers everything from making the business case through defining and executing strategy, and shows how to successfully integrate analytical processes, technology, and people in all aspects of operations. This unbiased and product-independent guide is replete with examples, many based on the author’s own extensive experience. Coverage includes: key concepts; focusing initiatives and strategy on business value, not technology; building an effective analytics organization; choosing the right tools (and understanding their limitations); creating processes and managing data; analyzing paid, owned, and earned digital media; performing competitive and qualitative analyses; optimizing and testing sites; implementing integrated multichannel digital analytics; targeting consumers; automating marketing processes; and preparing for the revolutionary “analytical economy.” For all business practitioners interested in analytics and business intelligence in all areas of the organization.

Marketing Data Science

Author : Thomas W. Miller
Publisher : FT Press
ISBN 13 : 0133887340
Total Pages : 812 pages
Book Rating : 4.1/5 (338 download)

DOWNLOAD NOW!

Book Synopsis Marketing Data Science by : Thomas W. Miller

Download or read book Marketing Data Science written by Thomas W. Miller and published by FT Press. This book was released on 2015-05-02 with total page 812 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now, a leader of Northwestern University's prestigious analytics program presents a fully-integrated treatment of both the business and academic elements of marketing applications in predictive analytics. Writing for both managers and students, Thomas W. Miller explains essential concepts, principles, and theory in the context of real-world applications. Building on Miller's pioneering program, Marketing Data Science thoroughly addresses segmentation, target marketing, brand and product positioning, new product development, choice modeling, recommender systems, pricing research, retail site selection, demand estimation, sales forecasting, customer retention, and lifetime value analysis. Starting where Miller's widely-praised Modeling Techniques in Predictive Analytics left off, he integrates crucial information and insights that were previously segregated in texts on web analytics, network science, information technology, and programming. Coverage includes: The role of analytics in delivering effective messages on the web Understanding the web by understanding its hidden structures Being recognized on the web – and watching your own competitors Visualizing networks and understanding communities within them Measuring sentiment and making recommendations Leveraging key data science methods: databases/data preparation, classical/Bayesian statistics, regression/classification, machine learning, and text analytics Six complete case studies address exceptionally relevant issues such as: separating legitimate email from spam; identifying legally-relevant information for lawsuit discovery; gleaning insights from anonymous web surfing data, and more. This text's extensive set of web and network problems draw on rich public-domain data sources; many are accompanied by solutions in Python and/or R. Marketing Data Science will be an invaluable resource for all students, faculty, and professional marketers who want to use business analytics to improve marketing performance.

R for Marketing Research and Analytics

Author : Chris Chapman
Publisher : Springer
ISBN 13 : 9783319144351
Total Pages : 0 pages
Book Rating : 4.1/5 (443 download)

DOWNLOAD NOW!

Book Synopsis R for Marketing Research and Analytics by : Chris Chapman

Download or read book R for Marketing Research and Analytics written by Chris Chapman and published by Springer. This book was released on 2015-03-25 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is a complete introduction to the power of R for marketing research practitioners. The text describes statistical models from a conceptual point of view with a minimal amount of mathematics, presuming only an introductory knowledge of statistics. Hands-on chapters accelerate the learning curve by asking readers to interact with R from the beginning. Core topics include the R language, basic statistics, linear modeling, and data visualization, which is presented throughout as an integral part of analysis. Later chapters cover more advanced topics yet are intended to be approachable for all analysts. These sections examine logistic regression, customer segmentation, hierarchical linear modeling, market basket analysis, structural equation modeling, and conjoint analysis in R. The text uniquely presents Bayesian models with a minimally complex approach, demonstrating and explaining Bayesian methods alongside traditional analyses for analysis of variance, linear models, and metric and choice-based conjoint analysis. With its emphasis on data visualization, model assessment, and development of statistical intuition, this book provides guidance for any analyst looking to develop or improve skills in R for marketing applications.

Essentials of Marketing Analytics

Author : Joseph F. Hair
Publisher : McGraw Hill LLC
ISBN 13 : 9781266931628
Total Pages : 0 pages
Book Rating : 4.9/5 (316 download)

DOWNLOAD NOW!

Book Synopsis Essentials of Marketing Analytics by : Joseph F. Hair

Download or read book Essentials of Marketing Analytics written by Joseph F. Hair and published by McGraw Hill LLC. This book was released on 2024 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: "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 masterís 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 examineóand we hope, adoptóthe second edition of Essentials of Marketing Analytics"--