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Consumer Behaviour and Analytics

By: UK) Smith Andrew (University of Westminster (Author)

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Ksh 31,200.00

Format: Hardback or Cased Book

ISBN-13: 9781138592643

Publisher: Taylor & Francis Ltd

Publication Date: Aug 27th, 2019

Weight: 470 grams

Dimension: 16.10 x 24.10 x 1.90 cms

Category: Knowledge management

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This volume provides a consumer behaviour textbook for the new marketing reality. In a world of Big Data, machine learning and AI, this text reviews the issues and concepts essential for navigating this new terrain. It demonstrates how we can use data driven insight and research in order to inform knowledge driven decision making.

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