Consumer Behaviour and Analytics - 9781138592650

ISBN: 9781138592650
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Overview

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.

This book title, Consumer Behaviour and Analytics - 9781138592650, ISBN: 9781138592650, by Andrew Smith, published by Taylor & Francis (August 28, 2019) is available in paperback. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.

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Product Details

Author:
Andrew Smith
Format:
Paperback
Pages:
216
Publisher:
Taylor & Francis (August 28, 2019)
Language:
English
ISBN-13:
9781138592650
Weight:
12.25oz
Dimensions:
6.125" x 9.1875"
File:
TAYLORFRANCIS-TayFran_240317104044506-20240317.xml
Folder:
TAYLORFRANCIS
List Price:
$54.95
Series:
Mastering Business Analytics
Case Pack:
10
As low as:
$49.46
Publisher Identifier:
P-MISC
Discount Code:
H
Audience:
College/higher education
Country of Origin:
United States

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