The 2nd edition of Consumer Behaviour and Analytics provides a
consumer behaviour textbook for the new marketing reality. In a
world of Big Data, machine learning and artificial intelligence,
this key text reviews the issues, research and concepts essential
for navigating this new terrain. It demonstrates how we can use
data-driven insight and merge this with insight from extant
research to inform knowledge-driven decision-making. Adopting a
practical and managerial lens, while also exploring the rich
lineage of academic consumer research, this textbook approaches its
subject from a refreshing and original standpoint. It contains
numerous accessible examples, scenarios and exhibits and condenses
the disparate array of relevant work into a workable, coherent,
synthesized and readable whole. Providing an effective tour of the
concepts and ideas most relevant in the age of analytics-driven
marketing (from data visualization to semiotics), the book
concludes with an adaptive structure to inform managerial
decision-making. Consumer Behaviour and Analytics provides a unique
distillation from a vast array of social and behavioural research
merged with the knowledge potential of digital insight. It offers
an effective and efficient summary for undergraduate, postgraduate
or executive courses in consumer behaviour and marketing analytics,
and also functions as a supplementary text for other marketing
modules. Online resources include PowerPoint slides.
General
| Imprint: |
Taylor & Francis
|
| Country of origin: |
United Kingdom |
| Series: |
Mastering Business Analytics |
| Release date: |
October 2023 |
| First published: |
2024 |
| Authors: |
Andrew Smith
|
| Dimensions: |
234 x 156mm (L x W) |
| Pages: |
204 |
| Edition: |
2nd edition |
| ISBN-13: |
978-1-03-238834-2 |
| Categories: |
Books
|
| LSN: |
1-03-238834-X |
| Barcode: |
9781032388342 |
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