Dana E. Harrison - Essentials of marketing analytics

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About the Authors

Joe F. Hair, Jr. is Professor of Marketing , Cleverdon Chair of Business, and Director of the PhD degree program in the Mitchell College of Business, at the University of South Alabama. In 2018 and 2019, he 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 240,000. Google Scholar ranks him #1 globally in the categories of Marketing, Multivariate Data Analysis, and Structural Equation Modeling. Joe formerly held the Copeland Endowed Chair of Entrepreneurship at Louisiana State University. He has published more than 75 editions of his books, including market leaders Multivariate Data Analysis , 8th edition, Cengage Learning, UK, 2019, which has been cited more than 130,000 times; Essentials of M arketing Research , 5th edition, McGraw-Hill/Irwin, 2020; MKTG , 13th edition, Cengage, 2021, used at over 500 universities globally; A Primer in Partial Least Squared Structural Equation Modeling (PLS-SEM), 3 rd edition forthcoming, Sage, 2021; and Essentials of Business Research Methods , 4th edition, Taylor & Francis, 2020. In addition to publishing numerous refereed articles 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 a 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, and he has served as president of the Academy of Marketing Sciences, the Society for Marketing Advances, 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 Entrepreneur Magazine as one of the top 12 programs in the United States.

Dana Eckerle Harrison is an Assistant Professor of Marketing and the Stanley P. Williams Faculty Fellow at East Tennessee State University. Prior to her work in academia, Dana spent many years assisting software companies in the areas of marketing and sales management. She teaches marketing research, analytics, digital marketing and strategy courses at the undergraduate and graduate level. Her scholarly research has been published in journals such as the Journal of Business Research , the Journal of Product and Brand Management and the Journal of Marketing Theory and Practice . Her research focuses on the intersection between customer relationship management, business ethics, data quality and governance, and marketing analytics methods. Dana is a co-author on the Essentials of Marketing Research , 5th edition, McGraw-Hill/Irwin, 2020. She currently serves as an Associate Editor for the Journal of Marketing Theory and Practice, as well as on the Editorial Review Board for the Journal of Business Research and Journal of Marketing Education . Dana continues to be an active member of prominent marketing organizations. She has presented and led panel discussions at conferences such as the Academy of Marketing Science, American Marketing Association, INFORMS Society for Marketing Science, and the Society for Marketing Advances, regarding topics such as Artificial Intelligence and business ethics, social network analysis, sales management, the impact of analytics techniques and technology on marketing education and practice, the emergence of Blockchain in marketing, and information governance. Furthermore, she has offered certificate programs on marketing analytics and currently serves as the Proceedings Editor for the Society of Marketing Advances and the Director of Technology and Data Management for the Academy of Marketing Science.

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Haya Ajjan is an Associate Professor of Management Information Systems, the Sheldon and Christine Gordon Professor in Entrepreneurship, and the Director of the Center for Organizational Analytics at Elon University. Haya joined Elon in 2010 and teaches data analytics courses in the Love School of Business undergraduate business, MBA, and M.S. in Business Analytics programs. She was instrumental in developing the business analytics undergraduate major and the M.S. in Business Analytics program. Her research focuses on better understanding the impact of technology use on individuals, groups, and organizations, and she has been published in journals such as Journal of Business Research , Communications of the Association for Information Systems, European Journal of Operations Research , Business Horizons and Journal of Marketing Theory and Practice . She currently serves as an Associate Editor for the Journal of Marketing Education . Her commitment to infusing technology and innovation into the curriculum resulted in her appointment as Faculty Fellow for Innovation and Assistant to Elon University President Constance Ledoux Book. She also serves as a project lead for Elons participation in Apples Everyone Can Code initiative. Ajjan received the Love School of Business Deans Awards for Scholarship and Service and was named Top 50 Undergraduate Business Professors in the United States by Poets & Quants. During her tenure at Elon, she founded the Center for Organizational Analytics, Elon NEXT for professional advancement and continuing education studies, and the Elon Innovation Council. She teaches a certificate program on marketing analytics for the Academy of Marketing Science and currently serves as a program co-chair for the AIS Special Interest Group in Decision Support and Analytics.

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Brief Table of Contents

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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 masters 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 first 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 supplement package. In the following sections, we summarize what you will find when you examineand we hope, adopt the first edition of Essentials of Marketing Analytics .