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.
"synopsis" may belong to another edition of this title.
Andrew Smith BSc, MSc, PhD, is currently the Director of the N/LAB at Nottingham University Business School, UK where he is Professor of Consumer Behaviour. He is also an associate of The Horizon Institute (for digital economy research). Professor Smith has published numerous papers on consumer behaviour and worked on a number of funded research projects for Research Councils UK, ESRC, EPSRC, DFID, ERC, Bill and Melinda Gates Foundation, European Union, The Office of Fair Trading and Innovate UK among others. These projects have involved various multinationals and NGOs (including Walgreens Boots Alliance, World Bank Group, Tesco, IPSOS and Experian among others).
"The effects of Big Data, machine learning and AI to the terrain of marketing and consumer research have been seismic. Smith’s book provides a timely and concise review of this new landscape by demystifying analytics-driven concepts and methods whilst cross-referencing with more traditional fields of consumer knowledge. The book inventively integrates old and new concepts into a framework that will appeal to marketing practitioners and students alike. An absolutely essential read for anyone interested in a well-rounded and balanced understanding of contemporary consumer behaviour and analytics." ― Professor Andreas Chatzidakis, Royal Holloway University of London, UK
"About this title" may belong to another edition of this title.
Shipping:
US$ 5.66
From United Kingdom to U.S.A.
Book Description paperback. Condition: New. Language: ENG. Seller Inventory # 9781138592650
Book Description Condition: New. Seller Inventory # 35558731-n
Book Description Condition: New. Seller Inventory # ABLIING23Mar2317530319480
Book Description Paperback / softback. Condition: New. This item is printed on demand. New copy - Usually dispatched within 5-9 working days. Seller Inventory # C9781138592650
Book Description Paperback / softback. Condition: New. New copy - Usually dispatched within 4 working days. Seller Inventory # B9781138592650
Book Description PAP. Condition: New. New Book. Shipped from UK. THIS BOOK IS PRINTED ON DEMAND. Established seller since 2000. Seller Inventory # L0-9781138592650
Book Description Condition: New. In. Seller Inventory # ria9781138592650_new
Book Description Soft Cover. Condition: new. This item is printed on demand. Seller Inventory # 9781138592650
Book Description Paperback. Condition: Brand New. 204 pages. 9.00x6.00x0.50 inches. In Stock. Seller Inventory # __113859265X
Book Description Paperback. Condition: New. Seller Inventory # 6666-GRD-9781138592650