Consumer behaviour and analytics /
"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...
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Main Authors: | |
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Published: |
Routledge,
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Publisher Address: | Abingdon, Oxon : |
Publication Dates: | 2020. |
Literature type: | Book |
Language: | English |
Subjects: | |
Summary: |
"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 an 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. "--Provided by publisher. |
Carrier Form: | xi, 204 pages : illustrations, 25 cm |
Bibliography: | Includes bibliographical references and index. |
ISBN: |
9781138592650 113859265X 9781138592643 1138592641 |
Index Number: | HF5415 |
CLC: | F713.55 |
Call Number: | F713.55/S642-1 |
Contents: | An introduction to consumer analytics -- Purchase insight and the anatomy of transactions -- Web and social media activity -- Extant research and exogenous cognition -- Elemental features of consumer choice : needs, economics, deliberation and impulse -- Perceptual and communicative features of consumer choice -- Individual and social features of consumption -- Knowledge driven marketing & the modular adaptive dynamic schematic -- Index. |