MARKETING RESEARCH WITH R AND PYTHON. Questo articolo non è disponibile.MARKETING RESEARCH WITH R AND PYTHON

This book is meant for readers with little or no experience in programming in R and Python, who wish to quickly learn what is necessary, and be able to conduct marketing research by running tests easily in R or Python. A number of marketing research textbooks have been using SPSS or SAS for many years. Conversely, R and Python can be downloaded and installed in a personal computer for free. Instructors and students do not have to go to a computer room in a university to use SPSS or SAS anymore. Instead, students can run R or Python on their personal computers. For any company, growth comes either from organic growth of existing products, or from launching successful new products. Due to competition in the marketplace, each company's marketer must determine whether or not it is time to develop and launch a new product: As an upgrade of an existing product; As another product (line extension) under a current brand with an existing product; and As a new product under a new brand. This book covers important frameworks and concepts of marketing research for developing a new product.

Howard Pong-Yuen Lam is currently Associate Professor of Practice in Marketing at The Chinese University of Hong Kong (CUHK) Business School. Before joining the academia, he was head of marketing or general manager with rich commercial experience and a track record of sustained leadership and innovation for over 25 years. He had worked at P&G, McDonald's, Coca-Cola and other multinational companies. With his excellent marketing strategy and cross-functional leadership, he won several global awards during his tenure at Coca-Cola. Among the global recognitions is the best new product launch for Minute Maid juice drink with pulp. It is the first juice drink from a developing country to be available globally. Other awards include the best brand marketing asset programme, the best implementation of marketing communication campaign, the best in show for carbonated beverages, and the best juice drink advertising. Prof. Lam is passionate about solving business problems and developing new theories and frameworks through research. He was co-investigator for a research grant from the HKSAR government in 2014–17. His research interests include branding strategy, new product launch, marketing communications for products with reduced negative attribute. His research studies were published in the Journal of Marketing, Business Horizons, Journal of Database Marketing and Customer Strategy Management, Journal of the Operational Research Society, and Cornell Hotel and Restaurant Administration Quarterly. To enhance course relevancy and practicality, he also conducted case research with co-authors and their business cases were published by Ivey case centre and listed at Harvard case centre. Prof. Lam was born and grew up in Hong Kong. He obtained a bachelor's degree in computer science in 1986 and an MBA degree in 1988, both from CUHK. While he was a full-time marketer, he conducted rigorous academic research and received a PhD degree in marketing from CUHK in 2000, and an MSc degree in financial management from the University of London in 2005. He also completed the General Manager Programme at Harvard Business School Executive Education, and is an affiliate at The Association of Chartered Certified Accountants (ACCA) after completing all the required examinations. Prof. Lam is active in contributing to the society. He was one of the judges for the Retail Technology Adoption Scheme for the HKSAR government from 2014 to 2019.