Download or read book Essentials of Marketing Analytics, 1e written by Joseph F. Hair (Jr.) and published by McGraw-Hill Higher Education. This book was released on 2021 with total page 492 pages. Available in PDF, EPUB and Kindle. Book excerpt: "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 master'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 marketing decision making that can benefit from marketing analytics, which is likely 80 percent of all challenges faced by organizations"--