Consumer Behaviour and Analytics: Data Driven Decision Making

Synopsis

Consumer Behaviour and Analytics provides 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.

Copyright:

2020

Book Details

Book Quality:

Publisher Quality

ISBN-13:

9780429953354

Related ISBNs:

9780429489921, 9781138592650, 9781138592650, 9781138592643, 9781138592643

Publisher:

Taylor and Francis

Date of Addition:

08/30/19

Copyrighted By:

Andrew Smith

Adult content:

No

Language:

English

Has Image Descriptions:

No

Categories:

Nonfiction, Computers and Internet, Business and Finance, Communication, Sociology

Submitted By:

Bookshare Staff

Usage Restrictions:

This is a copyrighted book.