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Consumer Behaviour and Analytics
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Consumer Behaviour and Analytics

by Andrew Smith

Book Details

Format Hardback or Cased Book
Book Series Mastering Business Analytics
ISBN-10 1032388374
ISBN-13 9781032388373
Publisher Taylor & Francis Ltd
Imprint Routledge
Country of Manufacture GB
Country of Publication GB
Publication Date Nov 8th, 2023
Print length 214 Pages
Weight 489 grams
Product Classification: Occupational & industrial psychology Economics, finance, business & management E-commerce: business aspects Knowledge management Production & quality control management
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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.

The second 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.

Get Consumer Behaviour and Analytics by at the best price and quality guaranteed only at Werezi Africa's largest book ecommerce store. The book was published by Taylor & Francis Ltd and it has pages.

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