Consumer Behaviour and Analytics (Paperback)Andrew Smith (author)
- Coming soon
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.
Publisher: Taylor & Francis Ltd
Number of pages: 204
Dimensions: 235 x 159 mm
"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