Consumer Behaviour and Analytics


Consumer Behaviour and Analytics
Authors: Andrew Smith
Year: 2020
Publisher: Routledge
Language: english
ISBN 13: 9781138592650
ISBN 348113859265X
Categorie: Sales and Marketing
Pages: 217

Availability: 5000 in stock

SKU: 9781138592650 Category:

Consumer Behaviour and Analytics Andrew Smith

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Consumer Behaviour and Analyticsprovides a consumer behaviour textbook for the new marketing reality. In a world of Big Data, machine learning and AI, 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 or a supplementary text for other marketing modules.
Business & Economics – Sales & Marketing
ISBN 10:
ISBN 13:
6.80 MB


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